Q: What was the biggest learning curve in terms of marketing your product?
A: One thing we continue to learn as we market our stores and products is to keep it simple—clear messaging and visuals work better than a lot of words.
Q: How did you get involved with the Disney affiliations? How has this affected business?
A: Our relationship began with our Downtown Disney location, which we opened in 2004 in Anaheim, California. The partnership with Disney evolved, and when we presented our idea of a Hannah Montana exclusive makeover (the “Secret Celebrity” Libby Du™ Makeover), it was a perfect fit. Disney is a great partner, and their products have done well in our stores. We will continue exploring new Disney partnerships, as they are mutually beneficial and make sense.
Q: What was the experience like with Extreme Home Makeover?
A: It was so much fun and embodies what we want to represent as a company. Our entire organization rallied and got behind the effort. We even had individual employees who wanted to donate.
It was extremely rewarding to know we helped a deserving family. The little girl, Alex, had asked for a room in the spirit of CLL—her favorite store. We took all the key elements from our Club and made Alex her very own princess room. It was exciting to see her face light up when she realized she, too, had a “Princess Pad” just like the ones at Club Libby Lu.
The experience with Extreme Home Makeover led to a desire to do more. It inspired us to partner with St. Jude Children’s Research Hospital, which is internationally recognized for its pioneering work in finding cures and saving children with cancer and other catastrophic diseases. Club Libby Lu began partnering with St. Jude in 2006. The Club is honored to be the first children’s experience-based retailer to work with this important organization and to help continue its groundbreaking research and treatments that save children’s lives everywhere.
Q: How long does it take to get your products from idea to market?
A: Ideally we like to work about six to eight months out. Since we’re relatively small, however, we can adapt and turn some ideas into reality very quickly.
