Lola Blankets growth playbook

Rebuild the collection as the dorm store: the Lola XL (80 x 90 inches covers a twin XL bed) and Medium in the most-loved colours, the two ruched pillows, the BYU blankets and a back-in-stock signup for the UT designs. Add a "Dorm Set" bundle (blanket plus pillow, priced above the $250 free-shipping line), a short "for parents" gift block, and an email signup that asks for the student's class year. Link it from the gift guide and the Gifts for Kids collection, and use it as the landing page for every dorm ad, creator post and campus partner.

The page is already indexed for dorm searches and is fast for real visitors, so the fix is content, not engineering. Parents buying for a student spend on quality, and a class-year signup gives the Dorm lead a list to work from college decision season through move-in, which is the calendar the role is hired to own.

[ ] Lola XL and Medium in top colours
[ ] Both ruched pillows
[ ] BYU blankets, UT designs with a waitlist
[ ] Dorm Set bundle above $250
[ ] "For parents" gift block
[ ] Signup with class year
[ ] Title and description match what is sold
[ ] Linked from gift guide, Gifts for Kids and footer

• Dorm demand is seasonal

  Keep the page selling gifts for students between seasons and grow the class-year list.

• College designs sell out

  Use waitlists to size the next buy with Planning.

• HiringSenior Manager, Dorm Category (posted October 19, 2026): "the day-to-day owner of Dorm", building "Lola's emerging college and dorm business" for "both college students and parents or gift-givers"; owns a calendar "working backwards from key moments including college decision season, graduation, summer planning, move-in, back-to-school, and gifting", and will "Develop and test Dorm-specific messaging, audiences, offers, bundles, landing experiences" plus campus ambassadors and university partnerships.Source
• Your websiteThe Dorm collection page (checked October 23, 2026) is titled "Lola Dorm Collection | Dorm Blankets & Pillows" and its description promises "faux fur dorm blankets, dorm pillows, and college bedding", but it lists two products: the Lavender Sky and Seafoam ruched pillows at $95 each. No blanket is in the collection. The page is not in the main menu.Source
• Your websiteCollege blankets sit in separate collections: the BYU collection has two Lola Original designs in stock ($125 baby to $425 XL); both designs in the University of Texas at Austin collection are sold out. The Lola XL measures 80 x 90 inches; a twin XL dorm mattress is 80 inches long.Source
• PageSpeed testChrome UX Report for lolablankets.com (real visitors, 75th percentile, October 2026): main content in 1.6 s, taps respond in 174 ms, layout shift 0.03, so all three Core Web Vitals pass; load time is steady to slightly faster than before.Source
• Your websiteHomepage: "The World's #1 Blanket with 35,000+ 5-star reviews"; Lola Original $125-$425 (38,471 reviews shown, shared across colours), Lola Weighted $135-$475 (1,309 reviews) described as "Scientifically proven to improve sleep, stress, & anxiety"; pillows $85-$125; "FREE SHIPPING ON ORDERS $250+"; a Holiday Collection with "Limited inventory available".Source

Rewrite the FAQ from the terms, line by line, and add the parts members care about: the tier table, the earn menu (reviews, photo reviews, texts, follows) and the value of points (20 points = $1). Ask the support team which loyalty questions came in since the relaunch and answer those first.

Clear rules cut support tickets and disappointment, and the lifecycle lead starts the role with a program members trust.

• The widget shows different values

  Check the Rivo settings match the terms too.

• Your websiteThe Lola Loyalty page FAQ says the birthday reward is missed only "if you enter your birthday within 1 day of the date" (the terms say 30 days) and that "you'll need at least 5 points to start redeeming" (the terms say members "can redeem any whole number of points"); the answer to "How do I join the loyalty program?" describes how to earn points instead.Source
• Your websiteLola Rewards Terms (effective October 6, 2026, with a section on "Balances from our prior program"): US shipping addresses only, "orders shipped outside the U.S. do not earn points"; tiers by orders in a calendar year: Bronze 1-2 orders (1 point per $1), Silver 3-5 (1.5), Gold 6+ (2, plus "early access to select product launches"); 20 points = $1; one-off points for an account (50), email signup (50), texts (75), a review (50) or photo/video review (75) and social follows (50 each); birthday reward of $10 / $20 / $30 by tier, with the date of birth on file "at least thirty (30) days before"; points "expire 12 months after the earning event".Source
• HiringSenior Director, Lifecycle Marketing (New York or Utah, posted October 14, 2026, reporting to the VP, Growth): owns "onsite capture and list growth", email, SMS, "direct mail" and loyalty, with a focus on "customer lifetime value (LTV), repeat purchase rate" and "first-to-second and subsequent purchase conversion"; will "Develop and lead the strategy for Lola loyalty" and measure lifecycle "beyond attributed email and SMS revenue"; platforms named: Klaviyo, Postscript and Rivo.Source

Add a birthday field to the welcome flow, the post-purchase flow and the account page, explain the 30-day rule next to it, and send a reminder email two weeks before the reward lands with blankets and pillows that fit the reward.

Birthday flows are among the highest-converting automated emails, and the reward is already funded by the program.

• Members dislike sharing birth year

  Ask for month and day only.

• Your websiteLola Rewards Terms (effective October 6, 2026, with a section on "Balances from our prior program"): US shipping addresses only, "orders shipped outside the U.S. do not earn points"; tiers by orders in a calendar year: Bronze 1-2 orders (1 point per $1), Silver 3-5 (1.5), Gold 6+ (2, plus "early access to select product launches"); 20 points = $1; one-off points for an account (50), email signup (50), texts (75), a review (50) or photo/video review (75) and social follows (50 each); birthday reward of $10 / $20 / $30 by tier, with the date of birth on file "at least thirty (30) days before"; points "expire 12 months after the earning event".Source
• HiringSenior Director, Lifecycle Marketing (New York or Utah, posted October 14, 2026, reporting to the VP, Growth): owns "onsite capture and list growth", email, SMS, "direct mail" and loyalty, with a focus on "customer lifetime value (LTV), repeat purchase rate" and "first-to-second and subsequent purchase conversion"; will "Develop and lead the strategy for Lola loyalty" and measure lifecycle "beyond attributed email and SMS revenue"; platforms named: Klaviyo, Postscript and Rivo.Source

Show "Earn X points ($Y) with Lola Rewards" under the price, repeat it in the order confirmation with the balance and the distance to Silver, and send a 60-day reminder with the points value and a matching pillow.

Making the reward concrete turns the loyalty program into a reason for the second order instead of a page in the footer.

• Discount mindset

  Talk about points earned, not prices cut.

• Your websiteLola Rewards Terms (effective October 6, 2026, with a section on "Balances from our prior program"): US shipping addresses only, "orders shipped outside the U.S. do not earn points"; tiers by orders in a calendar year: Bronze 1-2 orders (1 point per $1), Silver 3-5 (1.5), Gold 6+ (2, plus "early access to select product launches"); 20 points = $1; one-off points for an account (50), email signup (50), texts (75), a review (50) or photo/video review (75) and social follows (50 each); birthday reward of $10 / $20 / $30 by tier, with the date of birth on file "at least thirty (30) days before"; points "expire 12 months after the earning event".Source
• HiringSenior Director, Lifecycle Marketing (New York or Utah, posted October 14, 2026, reporting to the VP, Growth): owns "onsite capture and list growth", email, SMS, "direct mail" and loyalty, with a focus on "customer lifetime value (LTV), repeat purchase rate" and "first-to-second and subsequent purchase conversion"; will "Develop and lead the strategy for Lola loyalty" and measure lifecycle "beyond attributed email and SMS revenue"; platforms named: Klaviyo, Postscript and Rivo.Source
• Your websiteHomepage: "The World's #1 Blanket with 35,000+ 5-star reviews"; Lola Original $125-$425 (38,471 reviews shown, shared across colours), Lola Weighted $135-$475 (1,309 reviews) described as "Scientifically proven to improve sleep, stress, & anxiety"; pillows $85-$125; "FREE SHIPPING ON ORDERS $250+"; a Holiday Collection with "Limited inventory available".Source

Send waitlist signups into Klaviyo with design, size and category tags; when stock returns, send early access before the public restock; when it will not return, offer the closest in-stock design within a week. Share waitlist counts with Planning.

Waitlist buyers convert at many times a normal list, and a fast alternative stops them drifting to a rival.

• Alternative emails feel pushy

  Send one, then stop.

• Your websiteProduct feed (October 23, 2026): 249 products, including 113 Lola Original designs, 53 pillows and 41 pet items; 31 products are fully sold out and 57 more have a sold-out size. Sold-out pages offer "Notify me when back in stock". Newer pet items have few reviews (the Woodland Fawn pet pad 1, pet blanket 2) while the Bubble Pet Bed has 97.Source
• HiringSenior Director, Lifecycle Marketing (New York or Utah, posted October 14, 2026, reporting to the VP, Growth): owns "onsite capture and list growth", email, SMS, "direct mail" and loyalty, with a focus on "customer lifetime value (LTV), repeat purchase rate" and "first-to-second and subsequent purchase conversion"; will "Develop and lead the strategy for Lola loyalty" and measure lifecycle "beyond attributed email and SMS revenue"; platforms named: Klaviyo, Postscript and Rivo.Source
• HiringPlanning and finance hires: a Senior Director of Merchandise Planning & Allocation (posted October 4) to track "sell-through, and in-stock rates" across a "multi-category, multi-channel business"; a Finance & Strategy Associate (posted October 6) to build "business cases to evaluate and prioritize new channel, retail partner, geographic, and product opportunities"; and an Associate Planner - Ecomm for "SKU-level forecasting".Source

Offer a gift exchange for credit until a set date in January for orders marked as gifts, with no fee when the recipient exchanges for another colour or size. Put a gift card in the parcel with the exchange link and a Lola Rewards signup.

Generous gift terms raise gift conversion, and every exchange turns a recipient into a customer with an account.

• Abuse of extended returns

  Exchange for credit only, unused items.

• Your websiteReturns: unused items "within 14 days of receiving your order", a "shipping/restocking fee of approximately $15 per item", no returns on sale items, and "if there is pet hair on your returned item, it will not be accepted". Free shipping applies to the continental US only.Source
• Your websiteHomepage: "The World's #1 Blanket with 35,000+ 5-star reviews"; Lola Original $125-$425 (38,471 reviews shown, shared across colours), Lola Weighted $135-$475 (1,309 reviews) described as "Scientifically proven to improve sleep, stress, & anxiety"; pillows $85-$125; "FREE SHIPPING ON ORDERS $250+"; a Holiday Collection with "Limited inventory available".Source
• Your websiteLola Rewards Terms (effective October 6, 2026, with a section on "Balances from our prior program"): US shipping addresses only, "orders shipped outside the U.S. do not earn points"; tiers by orders in a calendar year: Bronze 1-2 orders (1 point per $1), Silver 3-5 (1.5), Gold 6+ (2, plus "early access to select product launches"); 20 points = $1; one-off points for an account (50), email signup (50), texts (75), a review (50) or photo/video review (75) and social follows (50 each); birthday reward of $10 / $20 / $30 by tier, with the date of birth on file "at least thirty (30) days before"; points "expire 12 months after the earning event".Source

Launch a Canadian version of the program in CAD on the en-ca and fr-ca stores, with the same tiers and a French FAQ. Check Canadian and Quebec rules on points, expiry and contests before launch. Track Canadian repeat rate as one of the market's KPIs.

A test market judged without its retention tools will under-report, and loyalty gives Canadian customers a reason to come back without a discount.

• Different legal rules

  Get advice before launch and adapt expiry if needed.

• HiringDirector of Emerging Categories & Markets (posted August 11, 2026): owns "the proof-of-concept and early growth stage for new markets (e.g., Canada) and new categories (e.g., Pet)", sets KPIs for each and identifies "what each market or category actually needs (testing, CRM, website, media, content, etc.)", because new verticals "behave differently than the core".Source
• Your websiteLola Rewards Terms (effective October 6, 2026, with a section on "Balances from our prior program"): US shipping addresses only, "orders shipped outside the U.S. do not earn points"; tiers by orders in a calendar year: Bronze 1-2 orders (1 point per $1), Silver 3-5 (1.5), Gold 6+ (2, plus "early access to select product launches"); 20 points = $1; one-off points for an account (50), email signup (50), texts (75), a review (50) or photo/video review (75) and social follows (50 each); birthday reward of $10 / $20 / $30 by tier, with the date of birth on file "at least thirty (30) days before"; points "expire 12 months after the earning event".Source
• Your websiteLola runs Canadian storefronts in English and French (/en-ca, /fr-ca) with CAD prices (Lola Original $175-$595, Lola Weighted $189-$665) and its own Canadian help center, contact page, terms and privacy policy.Source

Ask buyers at checkout or in a survey whether they have a pet, send pet owners a pet-bed launch in matching colours, and send every pet buyer a review request offering the 75-point photo review. Feature pet photos on the pet pages.

The core base already contains pet owners, and reviews are the missing proof on new pet items.

• Survey fatigue

  One question only.

• HiringDirector of Emerging Categories & Markets (posted August 11, 2026): owns "the proof-of-concept and early growth stage for new markets (e.g., Canada) and new categories (e.g., Pet)", sets KPIs for each and identifies "what each market or category actually needs (testing, CRM, website, media, content, etc.)", because new verticals "behave differently than the core".Source
• Your websiteProduct feed (October 23, 2026): 249 products, including 113 Lola Original designs, 53 pillows and 41 pet items; 31 products are fully sold out and 57 more have a sold-out size. Sold-out pages offer "Notify me when back in stock". Newer pet items have few reviews (the Woodland Fawn pet pad 1, pet blanket 2) while the Bubble Pet Bed has 97.Source
• Your websiteReturns: unused items "within 14 days of receiving your order", a "shipping/restocking fee of approximately $15 per item", no returns on sale items, and "if there is pet hair on your returned item, it will not be accepted". Free shipping applies to the continental US only.Source
• Your websiteLola Rewards Terms (effective October 6, 2026, with a section on "Balances from our prior program"): US shipping addresses only, "orders shipped outside the U.S. do not earn points"; tiers by orders in a calendar year: Bronze 1-2 orders (1 point per $1), Silver 3-5 (1.5), Gold 6+ (2, plus "early access to select product launches"); 20 points = $1; one-off points for an account (50), email signup (50), texts (75), a review (50) or photo/video review (75) and social follows (50 each); birthday reward of $10 / $20 / $30 by tier, with the date of birth on file "at least thirty (30) days before"; points "expire 12 months after the earning event".Source

Mail a fabric swatch card of new colours to one-time buyers from 6 to 12 months ago, with their points balance and a QR code to the new collection. Keep a randomised holdout and measure incremental revenue, not attributed revenue.

Touch sells softness, and a holdout answers whether mail creates sales or only claims them.

• Swatches add cost

  Test a photo card against a swatch card.

• HiringSenior Director, Lifecycle Marketing (New York or Utah, posted October 14, 2026, reporting to the VP, Growth): owns "onsite capture and list growth", email, SMS, "direct mail" and loyalty, with a focus on "customer lifetime value (LTV), repeat purchase rate" and "first-to-second and subsequent purchase conversion"; will "Develop and lead the strategy for Lola loyalty" and measure lifecycle "beyond attributed email and SMS revenue"; platforms named: Klaviyo, Postscript and Rivo.Source
• Your websiteHomepage: "The World's #1 Blanket with 35,000+ 5-star reviews"; Lola Original $125-$425 (38,471 reviews shown, shared across colours), Lola Weighted $135-$475 (1,309 reviews) described as "Scientifically proven to improve sleep, stress, & anxiety"; pillows $85-$125; "FREE SHIPPING ON ORDERS $250+"; a Holiday Collection with "Limited inventory available".Source
• Your websiteLola Rewards Terms (effective October 6, 2026, with a section on "Balances from our prior program"): US shipping addresses only, "orders shipped outside the U.S. do not earn points"; tiers by orders in a calendar year: Bronze 1-2 orders (1 point per $1), Silver 3-5 (1.5), Gold 6+ (2, plus "early access to select product launches"); 20 points = $1; one-off points for an account (50), email signup (50), texts (75), a review (50) or photo/video review (75) and social follows (50 each); birthday reward of $10 / $20 / $30 by tier, with the date of birth on file "at least thirty (30) days before"; points "expire 12 months after the earning event".Source

Add a card to gift orders with a QR code to "register your Lola" for care tips, the exchange option and 50 Rewards points for creating an account. Send recipients a welcome series on care and matching pillows.

Every gift is a free trial of the product; capturing the recipient turns gifts into new customers.

• Low scan rates

  Offer points that matter.

• Your websiteHomepage: "The World's #1 Blanket with 35,000+ 5-star reviews"; Lola Original $125-$425 (38,471 reviews shown, shared across colours), Lola Weighted $135-$475 (1,309 reviews) described as "Scientifically proven to improve sleep, stress, & anxiety"; pillows $85-$125; "FREE SHIPPING ON ORDERS $250+"; a Holiday Collection with "Limited inventory available".Source
• Your websiteLola Rewards Terms (effective October 6, 2026, with a section on "Balances from our prior program"): US shipping addresses only, "orders shipped outside the U.S. do not earn points"; tiers by orders in a calendar year: Bronze 1-2 orders (1 point per $1), Silver 3-5 (1.5), Gold 6+ (2, plus "early access to select product launches"); 20 points = $1; one-off points for an account (50), email signup (50), texts (75), a review (50) or photo/video review (75) and social follows (50 each); birthday reward of $10 / $20 / $30 by tier, with the date of birth on file "at least thirty (30) days before"; points "expire 12 months after the earning event".Source
• Your websitePrograms and collaborations in the sitemap: Refer a Friend, an Ambassador Program, a wishlist, gift guides, a Stockist store locator; collaborations with Chris Loves Julia, LoveShackFancy, Aviator Nation, the Yankees and the Utah Jazz; and more than a dozen creator "picks" collections.Source

Build three post-purchase journeys by first product with matching-colour suggestions, care content and the points balance, and test cadence against the current flow.

Relevant next products beat generic promotions for repeat purchase.

• Too many emails

  Cap weekly sends.

• HiringSenior Director, Lifecycle Marketing (New York or Utah, posted October 14, 2026, reporting to the VP, Growth): owns "onsite capture and list growth", email, SMS, "direct mail" and loyalty, with a focus on "customer lifetime value (LTV), repeat purchase rate" and "first-to-second and subsequent purchase conversion"; will "Develop and lead the strategy for Lola loyalty" and measure lifecycle "beyond attributed email and SMS revenue"; platforms named: Klaviyo, Postscript and Rivo.Source
• Your websiteHomepage: "The World's #1 Blanket with 35,000+ 5-star reviews"; Lola Original $125-$425 (38,471 reviews shown, shared across colours), Lola Weighted $135-$475 (1,309 reviews) described as "Scientifically proven to improve sleep, stress, & anxiety"; pillows $85-$125; "FREE SHIPPING ON ORDERS $250+"; a Holiday Collection with "Limited inventory available".Source
• Your websiteProduct feed (October 23, 2026): 249 products, including 113 Lola Original designs, 53 pillows and 41 pet items; 31 products are fully sold out and 57 more have a sold-out size. Sold-out pages offer "Notify me when back in stock". Newer pet items have few reviews (the Woodland Fawn pet pad 1, pet blanket 2) while the Bubble Pet Bed has 97.Source

Offer a fixed menu: three in-stock designs, tiered prices from 25 units, a branded card insert and set lead times, with an instant quote page and stock held for paid orders. Keep custom packaging for large orders.

Most corporate buyers need 25 to 200 gifts fast; a menu turns enquiries into orders without custom work.

• Stock conflicts with retail

  Reserve a gifting allocation.

• HiringDirector of Operations, Wholesale & Retail (posted July 28, 2026): will "build our bulk and corporate gifting channel from the ground up" (order flows, intake, customization, "custom packaging, kitting") and oversee "Lola's emerging retail channel".Source
• Your websiteCorporate gifting page: a Bulk Order Form for single-location orders, Goody for shipping to individual recipients, customization limited to a custom belly band with a "minimum order quantity of 300 units per size and color" and "120-150 days" lead time; a form "does not reserve inventory".Source
• HiringPlanning and finance hires: a Senior Director of Merchandise Planning & Allocation (posted October 4) to track "sell-through, and in-stock rates" across a "multi-category, multi-channel business"; a Finance & Strategy Associate (posted October 6) to build "business cases to evaluate and prioritize new channel, retail partner, geographic, and product opportunities"; and an Associate Planner - Ecomm for "SKU-level forecasting".Source

Offer Rewards signup at the till with points for in-store purchases, an e-receipt that creates an account, and a "touch every colour" moment that ends in a wishlist email. Report store-to-online purchases.

Stores are the best place to sell softness; capturing shoppers lets lifecycle continue the sale.

• Slows the till

  Signup on the receipt screen.

• News coverageUtah Business (sponsored, October 12, 2026): Lola opened a concept store at City Creek Center in Salt Lake City after its SoHo flagship, has sold more than one million blankets and was on Oprah's Favorite Things. A McKinsey alumni profile quotes co-founder Will Higham: "We went from having no employees in 2023 to a team of 40 now."Source
• HiringSenior Director, Lifecycle Marketing (New York or Utah, posted October 14, 2026, reporting to the VP, Growth): owns "onsite capture and list growth", email, SMS, "direct mail" and loyalty, with a focus on "customer lifetime value (LTV), repeat purchase rate" and "first-to-second and subsequent purchase conversion"; will "Develop and lead the strategy for Lola loyalty" and measure lifecycle "beyond attributed email and SMS revenue"; platforms named: Klaviyo, Postscript and Rivo.Source
• Your websiteLola Rewards Terms (effective October 6, 2026, with a section on "Balances from our prior program"): US shipping addresses only, "orders shipped outside the U.S. do not earn points"; tiers by orders in a calendar year: Bronze 1-2 orders (1 point per $1), Silver 3-5 (1.5), Gold 6+ (2, plus "early access to select product launches"); 20 points = $1; one-off points for an account (50), email signup (50), texts (75), a review (50) or photo/video review (75) and social follows (50 each); birthday reward of $10 / $20 / $30 by tier, with the date of birth on file "at least thirty (30) days before"; points "expire 12 months after the earning event".Source

Recruit student ambassadors at the licensed schools through the existing program, run waitlists for sold-out designs, and sell at parent weekends and campus stores. Add one new school per term based on waitlist demand.

School pride plus softness is a gift parents buy every year, and ambassadors bring the Gen Z reach the core marketing lacks.

• Licensing terms

  Check each school's licence before campaigns.

• HiringSenior Manager, Dorm Category (posted October 19, 2026): "the day-to-day owner of Dorm", building "Lola's emerging college and dorm business" for "both college students and parents or gift-givers"; owns a calendar "working backwards from key moments including college decision season, graduation, summer planning, move-in, back-to-school, and gifting", and will "Develop and test Dorm-specific messaging, audiences, offers, bundles, landing experiences" plus campus ambassadors and university partnerships.Source
• Your websiteCollege blankets sit in separate collections: the BYU collection has two Lola Original designs in stock ($125 baby to $425 XL); both designs in the University of Texas at Austin collection are sold out. The Lola XL measures 80 x 90 inches; a twin XL dorm mattress is 80 inches long.Source
• Your websitePrograms and collaborations in the sitemap: Refer a Friend, an Ambassador Program, a wishlist, gift guides, a Stockist store locator; collaborations with Chris Loves Julia, LoveShackFancy, Aviator Nation, the Yankees and the Utah Jazz; and more than a dozen creator "picks" collections.Source

Publish an "Is it a real Lola?" page: the signs of a genuine blanket, the authorised retailer list from Stockist, and a form to report fakes. Link it from product pages and the FAQ.

Clear guidance protects buyers, collects reports for enforcement and ranks for "Lola blanket dupe" searches.

• Draws attention to fakes

  Frame it as a buying guide.

• HiringBrand Protection Attorney (posted September 25, 2026), sitting inside Marketing: "copycat competitors and unauthorized use of our brand likeness", "counterfeit activity", reviewing "marketing, advertising, and promotional content for legal and regulatory compliance", and influencer contracting ("FTC disclosure requirements, usage rights, exclusivity terms").Source
• Your websitePrograms and collaborations in the sitemap: Refer a Friend, an Ambassador Program, a wishlist, gift guides, a Stockist store locator; collaborations with Chris Loves Julia, LoveShackFancy, Aviator Nation, the Yankees and the Utah Jazz; and more than a dozen creator "picks" collections.Source
• Your websiteProduct pages say Lola is "the most reviewed blanket in the world, an Oprah's Favorite Things recipient, and the most-sold blanket in America"; sizes Baby 30 x 36, Medium 50 x 60, Large 60 x 72 and Lola XL 80 x 90 inches; "OEKO-TEX Standard 100" faux fur, machine washable.Source

List the studies behind the claim on the weighted page, adjust wording to what they show, and give ads and creators the approved phrasing.

Cited claims convert sceptical shoppers and lower regulatory risk.

• Softer claim lowers conversion

  Add reviews about sleep.

• Your websiteHomepage: "The World's #1 Blanket with 35,000+ 5-star reviews"; Lola Original $125-$425 (38,471 reviews shown, shared across colours), Lola Weighted $135-$475 (1,309 reviews) described as "Scientifically proven to improve sleep, stress, & anxiety"; pillows $85-$125; "FREE SHIPPING ON ORDERS $250+"; a Holiday Collection with "Limited inventory available".Source
• HiringBrand Protection Attorney (posted September 25, 2026), sitting inside Marketing: "copycat competitors and unauthorized use of our brand likeness", "counterfeit activity", reviewing "marketing, advertising, and promotional content for legal and regulatory compliance", and influencer contracting ("FTC disclosure requirements, usage rights, exclusivity terms").Source
• Competitor researchRivals' own homepages: Saranoni, "Luxury Blankets" that are "custom knit" ("Feeling is believing"); Barefoot Dreams, "softest coziest" blankets plus loungewear; Bearaby, "natural, breathable" weighted products "designed to improve sleep and reduce stress"; Brooklinen, luxury bedding.See the research Source

Tag each creator's traffic by their collection and code, compare 6-month value of their customers, and move spend to creators whose customers repeat.

Some creators bring one-time buyers, others bring loyal customers; LTV shows which.

• Small samples

  Use 6-month windows.

• Your websitePrograms and collaborations in the sitemap: Refer a Friend, an Ambassador Program, a wishlist, gift guides, a Stockist store locator; collaborations with Chris Loves Julia, LoveShackFancy, Aviator Nation, the Yankees and the Utah Jazz; and more than a dozen creator "picks" collections.Source
• HiringSenior Director, Lifecycle Marketing (New York or Utah, posted October 14, 2026, reporting to the VP, Growth): owns "onsite capture and list growth", email, SMS, "direct mail" and loyalty, with a focus on "customer lifetime value (LTV), repeat purchase rate" and "first-to-second and subsequent purchase conversion"; will "Develop and lead the strategy for Lola loyalty" and measure lifecycle "beyond attributed email and SMS revenue"; platforms named: Klaviyo, Postscript and Rivo.Source
• HiringBrand Protection Attorney (posted September 25, 2026), sitting inside Marketing: "copycat competitors and unauthorized use of our brand likeness", "counterfeit activity", reviewing "marketing, advertising, and promotional content for legal and regulatory compliance", and influencer contracting ("FTC disclosure requirements, usage rights, exclusivity terms").Source

Add a collector path: Gold also by the number of Lola designs owned over time, with early access to new colourways and a members-only colour each year. Track how many reach it.

Early access to new colours is the reward collectors want and costs little, and lifetime-based status suits a durable product.

• Changing terms upsets members

  Add a path; do not remove one.

• Your websiteLola Rewards Terms (effective October 6, 2026, with a section on "Balances from our prior program"): US shipping addresses only, "orders shipped outside the U.S. do not earn points"; tiers by orders in a calendar year: Bronze 1-2 orders (1 point per $1), Silver 3-5 (1.5), Gold 6+ (2, plus "early access to select product launches"); 20 points = $1; one-off points for an account (50), email signup (50), texts (75), a review (50) or photo/video review (75) and social follows (50 each); birthday reward of $10 / $20 / $30 by tier, with the date of birth on file "at least thirty (30) days before"; points "expire 12 months after the earning event".Source
• Your websiteHomepage: "The World's #1 Blanket with 35,000+ 5-star reviews"; Lola Original $125-$425 (38,471 reviews shown, shared across colours), Lola Weighted $135-$475 (1,309 reviews) described as "Scientifically proven to improve sleep, stress, & anxiety"; pillows $85-$125; "FREE SHIPPING ON ORDERS $250+"; a Holiday Collection with "Limited inventory available".Source
• Your websiteProduct feed (October 23, 2026): 249 products, including 113 Lola Original designs, 53 pillows and 41 pet items; 31 products are fully sold out and 57 more have a sold-out size. Sold-out pages offer "Notify me when back in stock". Newer pet items have few reviews (the Woodland Fawn pet pad 1, pet blanket 2) while the Bubble Pet Bed has 97.Source

Set Canada KPIs (CAC, conversion, repeat, returns), localise shipping and returns, run Canadian creators and a French-language campaign, and test a wholesale partner. Decide after four quarters.

A planned test produces a clear go or no-go for scaling instead of a store that drifts.

• Price gap feels high

  Show the full delivered price in CAD.

• HiringDirector of Emerging Categories & Markets (posted August 11, 2026): owns "the proof-of-concept and early growth stage for new markets (e.g., Canada) and new categories (e.g., Pet)", sets KPIs for each and identifies "what each market or category actually needs (testing, CRM, website, media, content, etc.)", because new verticals "behave differently than the core".Source
• Your websiteLola runs Canadian storefronts in English and French (/en-ca, /fr-ca) with CAD prices (Lola Original $175-$595, Lola Weighted $189-$665) and its own Canadian help center, contact page, terms and privacy policy.Source
• HiringPlanning and finance hires: a Senior Director of Merchandise Planning & Allocation (posted October 4) to track "sell-through, and in-stock rates" across a "multi-category, multi-channel business"; a Finance & Strategy Associate (posted October 6) to build "business cases to evaluate and prioritize new channel, retail partner, geographic, and product opportunities"; and an Associate Planner - Ecomm for "SKU-level forecasting".Source

Feed waitlist counts and wishlist adds by design and size into the forecasts, test small runs of high-waitlist colours, and report demand captured to merchandising.

Customer signals cut stockouts on winners and overbuys on losers.

• Signals overstate demand

  Weight by past conversion.

• Your websiteProduct feed (October 23, 2026): 249 products, including 113 Lola Original designs, 53 pillows and 41 pet items; 31 products are fully sold out and 57 more have a sold-out size. Sold-out pages offer "Notify me when back in stock". Newer pet items have few reviews (the Woodland Fawn pet pad 1, pet blanket 2) while the Bubble Pet Bed has 97.Source
• HiringPlanning and finance hires: a Senior Director of Merchandise Planning & Allocation (posted October 4) to track "sell-through, and in-stock rates" across a "multi-category, multi-channel business"; a Finance & Strategy Associate (posted October 6) to build "business cases to evaluate and prioritize new channel, retail partner, geographic, and product opportunities"; and an Associate Planner - Ecomm for "SKU-level forecasting".Source
• Your websitePrograms and collaborations in the sitemap: Refer a Friend, an Ambassador Program, a wishlist, gift guides, a Stockist store locator; collaborations with Chris Loves Julia, LoveShackFancy, Aviator Nation, the Yankees and the Utah Jazz; and more than a dozen creator "picks" collections.Source

Let students build a "my dorm" wishlist and share it with family for birthdays, graduation and move-in, with reminders before each date.

Shared lists turn one student into several buyers and give lifecycle a calendar.

• Low use

  Promote at graduation.

• Your websitePrograms and collaborations in the sitemap: Refer a Friend, an Ambassador Program, a wishlist, gift guides, a Stockist store locator; collaborations with Chris Loves Julia, LoveShackFancy, Aviator Nation, the Yankees and the Utah Jazz; and more than a dozen creator "picks" collections.Source
• HiringSenior Manager, Dorm Category (posted October 19, 2026): "the day-to-day owner of Dorm", building "Lola's emerging college and dorm business" for "both college students and parents or gift-givers"; owns a calendar "working backwards from key moments including college decision season, graduation, summer planning, move-in, back-to-school, and gifting", and will "Develop and test Dorm-specific messaging, audiences, offers, bundles, landing experiences" plus campus ambassadors and university partnerships.Source

Build a short quiz (who, budget, style) that recommends three items and offers to email the list with a reminder before the occasion.

Quizzes collect zero-party data and give a reason to sign up.

• Bad recommendations

  Test results weekly.

• Your websitePrograms and collaborations in the sitemap: Refer a Friend, an Ambassador Program, a wishlist, gift guides, a Stockist store locator; collaborations with Chris Loves Julia, LoveShackFancy, Aviator Nation, the Yankees and the Utah Jazz; and more than a dozen creator "picks" collections.Source
• HiringSenior Director, Lifecycle Marketing (New York or Utah, posted October 14, 2026, reporting to the VP, Growth): owns "onsite capture and list growth", email, SMS, "direct mail" and loyalty, with a focus on "customer lifetime value (LTV), repeat purchase rate" and "first-to-second and subsequent purchase conversion"; will "Develop and lead the strategy for Lola loyalty" and measure lifecycle "beyond attributed email and SMS revenue"; platforms named: Klaviyo, Postscript and Rivo.Source
• Your websiteHomepage: "The World's #1 Blanket with 35,000+ 5-star reviews"; Lola Original $125-$425 (38,471 reviews shown, shared across colours), Lola Weighted $135-$475 (1,309 reviews) described as "Scientifically proven to improve sleep, stress, & anxiety"; pillows $85-$125; "FREE SHIPPING ON ORDERS $250+"; a Holiday Collection with "Limited inventory available".Source