Have you ever noticed the similarity between the DotDotSmile Classic Cap Sleeve Dress and the LuLaRoe Nicole Dress? Is it a coincidence? Maybe.
It Started with a Dress
In March 2013, Nicole Thompson had an idea to launch her own kids fashion line. LuLaRoe was still a fresh concept, with a single maxi-skirt. The DotDotSmile Dress launched overnight and demand escalated. Dresses could be purchased online only, and shipped straight from the warehouse. During that time, LuLaRoe also expanded to include multiple skirts and dresses, and eventually the infamous “buttery soft leggings”.
Check out the DotDotSmile store, here.
The Collaboration
At some point in 2014, LuLaRoe began to carry the DotDotSmile Lucy Dress. This was strictly a collaboration. LuLaRoe Independent Fashion Stylists were able to order the DotDotSmile Lucy Dress same way as they were ordering the Azure Skirt, but the tag distinguished it was a DotDotSmile x LuLaRoe Collaboration. At no point did LuLaRoe claim to be the owner of these dresses.
At the cease of the collaboration, DotDotSmile recognized the success from utilizing independent retailers, and slowly began to offer wholesale opportunities to small business owners. As this method proved successful, they launched an official affiliate program.
The Family Tree
Two fashion moguls in Southern California isn’t a farfetched idea. California is home of athleisure and comfortable fashion, so it’s not impossible that two cozy fashion lines would pop up in the same area. But the location relevance between LuLaRoe and DotDotSmile headquarters is no coincidence. And there’s not two companies, there is at least four.
DeAnne Stidham is the face behind LuLaRoe. Her daughter, Nicole Thompson, is DotDotSmile’s inspiring and empowered leader. You know the expression, Like Mother Like Daughter.”
But the family tree doesn’t stop there! Shortly after LuLaRoe’s laucnh,
DeAnne’s twin sister Dianne Ingram, launched a similar fashion line formerly known as Honey and Lace. H&L recently rebranded as P!phany, but with the same SoCal fashion and lax styles. P!phany has seasonal styles that rotate throughout the year.
Confused yet? Don’t hold your breath. Nicole’s cousin Buffy Bandley (Deanne’s niece) launched her own clothing line known as Agnes and Dora. The name, inspired by a book penned by her grandmother, describes the two sides of femininity.
Is DotDotSmile LuLaRoe?
Nope! DotDotSmile is an entirely different company, with a separate mission statement, different set of products, all separate factories and production team, and unique merchandiser agreement and compensation plan. If not for their linked history (starting in the womb), DotDotSmile and LuLaRoe could not be more different.
We can assume that Nicole has spoken with her mother about DotDotSmile, and has heard “behind-the-scenes” info about LuLaRoe, but strictly through Mother-Daughter conversation. We can hope that Jeff and Nicole see the backworks of LuLaRoe and have developed their company to prevent the problems LuLaRoe has faced. But proprietary information is not being shared between these two companies any more than Kleenex and Clorox.
They are separate companies. There are separate teams. But they have similar products. It may not be a coincidence, but it’s not a conspiracy.