CHAPTER 1
Our Mission
Lulu is dedicated to making the world a better place, one book at a time, through sustainable practices, innovative print-on-demand products, and a commitment to excellent service.
CHAPTER 2
Our Origin Story
After successfully navigating a record-breaking IPO for Red Hat in 1999, our founder, Bob Young, discovered publishing his amazing story through any of the traditional publishing houses was impossible. Determined to share his story, he employed a hybrid publisher but was frustrated, disappointed, and dissatisfied with the nominal results.
At this point, he determined no one should have to share a similar experience, and Lulu was born.
CHAPTER 3
Our Quality Standards
Lulu uses print-on-demand technology to print and ship books and calendars. Our international network of printers handles each project individually, ensuring the highest-quality custom book printing in the industry.
Lulu has evolved to offer print-on-demand sales tools to address creators' biggest challenges: monetizing content while developing a direct relationship with their fans. Direct-to-consumer sales tools like Lulu Direct enable anyone to sell books directly on their own website. Direct sales are the way of the future, and Lulu brings the best ecommerce integrations for anyone who wants to publish and sell books.
CHAPTER 4
Our Ethical Standards
As a Certified B Corporation, Lulu is committed to balancing purpose and profit. We prioritize sustainability and strive for the highest social and environmental performance standards.
100% renewable energy consumption
Paid volunteer days for employees
In-office composting and gardening
CHAPTER 5
Our Core Values
Lulu is a company built on core values representing who we are and why we believe in our work.
Community
We empower those we work with to support local and global communities through volunteerism and responsible practices.
Optimism
We maintain that a collective positive attitude drives meaningful change.
Innovation
We question everything and push boundaries to create the best publishing experience.
Creativity
We thrive on curiosity and give ourselves and you the freedom to grow, innovate, and create.
CHAPTER 6
Our Journey
We’ve been on a journey to make print-on-demand the best it can be for authors, readers, creators, and businesses. Here are a few of our favorite memories from along the way…
2002
The first book published on Lulu
2013
Lulu acquired Replay Photos
2014
Lulu Junior launches, introducing print-on-demand books for kids
2016
Lulu became a certified B Corp and published our millionth book
2018
Lulu Direct makes it possible to sell your books from your website
2019
Lulu paid out over $100,000,000 in author revenue
2023
Lulu bought and started hosting the Content Entrepreneur Expo
2024
Lulu launched Tilt Publishing to support nonfiction authors
CHAPTER 7
Our Team
Based in the Research Triangle, NC
Kathy Hensgen
President & CEO
Kathy Hensgen is President and CEO of Lulu, with a tenure of 15 years in various leadership and operations roles. She’s a proud member of the dynamic team that advances their mission of making a positive business impact by sharing content globally, enabling entrepreneurship, and lifting voices. Professionally, she values trust, transparency, inclusivity, and empowerment. Outside of work, you will find her biking, hiking, and soaking up nature in the NC mountains.
Matt Briel
CMO
As CMO at Lulu, Matt spends a lot of his time helping creators and businesses turn books into powerful tools for growth. With nearly two decades in the Media & Publishing space, he excels at transforming ideas into action (and coffee into strategy). A creative entrepreneur at heart, Matt defies corporate norms, ditching the blazer and tie aesthetic for tattoos and Disney fanaticism. When he’s not obsessing over work, he spends his time with family and watching 80s movies.
Christoph Kepper
CTO
Christoph Kepper is CTO at Lulu, where he turns bold product ideas into scalable, intuitive technology that empowers creators to reach audiences and earn income. A software imagineer at heart, Christoph champions tech as a force for good and is a longtime supporter of open knowledge through Wikipedia. Outside of work, he’s often making music or exploring new ways to blend creativity with code.
Don Cvetko
VP, Finance
Don Cvetko, VP of Finance at Lulu, helps drive financial strategy and efficiency to support growth. An experienced CPA, he has helped lead companies through major expansions, including scaling a drugstore chain from 29 to 100 locations before its acquisition. Dedicated to fostering business growth, he now helps Lulu navigate the evolving self-publishing landscape. Outside of work, he enjoys spending time with family, fishing, boating, and collecting vinyl records.
Nick Foster
VP, Software and Product
Nick Foster, VP of Software and Product at Lulu, builds world-class product offerings that empower creators to thrive. He combines business acumen with a deep understanding of technology to deliver innovative solutions. Nick spearheaded the redesign of Lulu's platform and tools, modernizing the publishing process. When not innovating, he's cheering on the 49ers with his family.
Leon Traverse
VP, Operations
Leon Traverse is Vice President of Operations at Lulu, overseeing all aspects of daily global operations, ensuring efficient production, and driving strategic initiatives to maximize our global leadership in the highly competitive print-on-demand book manufacturing space.
