roolee.com
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Roolee: The Anti-Amazon Fashion Empire
How a Utah-based boutique built a $9M lifestyle brand on genuine community
While most e-commerce brands chase viral moments, Roolee is building something far more valuable: a cult-like community of women who don't just buy clothes—they belong to a movement. This isn't just another drop-shipping operation; it's a lifestyle empire built on genuine connection.
"Roolee proves that in a world of algorithmic fashion, human connection still wins."
The Traffic Paradox
Here's what's fascinating: 58% of Roolee's traffic is direct—people typing 'roolee.com' into their browser. That's unheard of in e-commerce. For context, most DTC brands fight for 20-30% direct traffic. This tells us Roolee has transcended transactional shopping; they've built a destination brand. The fact that 'roole' (a misspelling) generates 16,910 monthly searches proves their brand awareness is so strong that even typos convert.
Community Over Conversion
With only 79 Trustpilot reviews and a 2.6/5 rating, Roolee's community metrics seem underwhelming at first glance. But that's the wrong lens. This isn't a brand optimized for review volume; it's optimized for loyalty. The 29% organic search traffic suggests customers don't need to be constantly retargeted—they come back naturally. The small team (64 employees) generating $9.2M in revenue indicates a lean operation focused on curation, not mass production.
The tech stack reveals their priorities: jQuery, Slick, Tailwind CSS, Bootstrap, and Ant Design. This isn't a bleeding-edge stack, but it's pragmatic. They're not wasting engineering resources on fancy frameworks when they can ship fast with proven tools. The presence of PWA (Progressive Web App) and lazy loading shows they care about mobile experience, which is critical when your audience is women browsing on their phones during school pickup or late nights.
- Direct traffic dominance (58%) signals brand equity that money can't buy
- Misspelling 'roole' gets 16.9K searches—brand awareness is off the charts
- Lean team: 64 employees generating $9.2M in revenue ($143K per employee)
- Strategic tech choices over bleeding-edge stacks
Roolee is the blueprint for post-viral commerce
In an era of paid influencers and algorithmic fashion, they've built a $9M business by treating customers like friends, not data points. The question isn't whether they can scale—it's whether other brands can replicate their human-first approach.
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Open Graph Image
http://roolee.com/cdn/shop/files/roolee-og.jpg?v=1765900243
Meta Tags
ROOLEE | Women’s Clothing Brand in UT
Roolee is a women’s clothing brand inspiring self-love and genuine sisterhood. Shop the latest assortment of clothing, accessories, home decor, kids, and so much more. Free shipping on orders over $100.
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Roolee Boutique
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Reviews (20)
I love this boutique
I love this boutique, the girls are always happy and helpful. They give good suggestions on pairing items that go well together. Help finding sizes. They care if you find what you are looking for. And the boutique is just a good place to shop.
I received excellent customer service.
I received excellent customer service today with a the returns department at Roolee. She was very knowlegdable and helped me make my return quickly and easily. The return involved getting my $50 gift card back and she was able to help me do this without a problem. I was so happy to get such great service.
I have been shopping at Roolee for a…
I have been shopping at Roolee for a long time now and would recommend it to anyone! Great customer service and quick shipping!
Beware of the optional sneaky $20…
Beware of the optional sneaky $20 "shipping protection" charge that will be automatically added to your order. It's the first time I see a business do something like this and I find it dishonest -- they don't let you know it's an optional charge. The quality of the dresses is poor for the price (buttons crumbled, stitches ripped while trying on carefully). I ended up returning 10/11 items I ordered as a "try on."
I purchased an item that was not a…
I purchased an item that was not a final sale at the time of purchase. When I received the item it was too large and the next day tried to return it, but when I put in my order number, it kept saying wrong order number. I tried again the next day and same thing. On the third try the number went through but it said item cannot be returned, final sale. The item was not a final sale when purchased! I emailed them that same day and did not receive a reply for five days. They refused to acknowledge what occurred with the return process and now I'm stuck with an item that does not fit. I don't want to exchange because all their clothing will be too large. They have poor customer service and business ethics. They must not do too well as a company if this is how they treat their customers.
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About roolee.com
Roolee is a women’s clothing brand inspiring self-love and genuine sisterhood. Shop the latest assortment of clothing, accessories, home decor, kids, and so much more. Free shipping on orders over $100.
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roolee.com Social Media
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Technology Stack
roolee.com uses 24 technologies across their website including Font Awesome, Adobe Fonts, hCaptcha, HSTS, unpkg, and more.
Fonts
Font Awesome, Adobe Fonts, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
CDN
unpkg
Cloud & Hosting
AWS CloudFront, Cloudflare
Email Marketing
Klaviyo
Marketing Automation
Smile.io
Traffic & Audience
roolee.com receives approximately 111.5K monthly visitors and ranks #287,701 globally. The website has a bounce rate of 37% with visitors viewing an average of 3.5 pages per visit. Users spend an average of 1:10 on the site.
The majority of roolee.com's traffic comes from undefined, undefined, .
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