What began as an e-commerce site where moms could fundamentally enjoy a new kind of shopping became an unexpected, delightfully deal-filled experience. But when the competition got fierce, Zulily started playing defense instead of doubling down on what truly set them apart. They needed to get back to their foundation: Moms with young children and the feeling of discovery that old-school department store shopping used to give. So we dialed up the weird and obscure without losing the everyday goods. In the end, we showed Zulily for what it is — a wild and wonderful place filled with just about anything your little heart desires.