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 Standards
Lulu builds print-on-demand and fulfillment technology to enable global printing, ordering, and shipping for books and calendars. Our international network of printers handles each project individually, ensuring the highest-quality custom book printing in the industry.
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, including paid volunteering days and utilizing 100% renewable energy for our office.
CHAPTER 4
Our Core Values
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 5
Our Journey
Here are some of our favorite milestones along the path to building the best technology and infrastructure in the publishing ecosystem.
2002
Self-Publishing Goes Online
We launched as the first online self-publishing platform—making publishing faster, more accessible, and digital-first.
2004
Lulu Bookstore Launch
The Lulu Bookstore allows creators to sell directly from Lulu, earning more than retailers can offer and providing a faster way to offer books for sale.
2010–2012
Global Print Expansion Begins
We expanded our print network internationally with partners in the UK, Canada, and France, reducing shipping time and cost for customers.
2014–2017
Next-Gen Global Production
We upgraded our global print network with inkjet capabilities, increasing speed, quality, and scalability across regions.
2016
Purpose-driven Performance
Lulu became a Certified B Corporation, formalizing our commitment to meeting B Lab Standards for social and environmental performance, transparency, and accountability.
2017
APIs Power Automated Book Fulfillment
We launched the Print API, delivering automated, scalable global book fulfillment for businesses.
2018
Ecommerce for Print-on-Demand Books
We introduced Lulu Direct, seamless ecommerce integrations that connect online storefronts with automated book fulfillment, including the first Shopify app for print-on-demand books.
2018
Introduced Brand-Ready Features
We added white-label packaging to Lulu Direct, enabling brands to deliver a cohesive customer experience while using Lulu to print and sell books.
2019
Print Expansion Into India
We continued to expand our print network into India, strengthening global delivery coverage and ensuring faster delivery to more locations worldwide.
2019
$100M+ Paid Out to Creators
We surpassed $100 million in total revenue paid out to authors and creators—fueling independent publishing worldwide.
2020
Platform Rebuild
We overhauled and relaunched our site with a robust pricing calculator, an improved publishing tool, and a faster checkout experience.
2022
Simplified Bulk Fulfillment
We introduced bulk order importing, giving customers a streamlined way to fulfill bulk orders, pre-sales, and crowdfunding rewards.
2022
Built-in Cover Design Tool
We released a free, drag-and-drop cover creation tool, enabling customers to create professional, print-ready book covers without relying on external design resources.
2022–2024
Expanded Lulu Direct Integrations
We added integrations for WooCommerce and Wix, empowering more customers to sell print-on-demand books directly from their own sites.
2024
Smarter Catalogs with Bundles & Variants
We added Bundles & Variants for Lulu Direct, enabling customers to consolidate products and manage complex catalogs with less friction.
2025
Enterprise-Grade Security & Trust
We achieved SOC 2 compliance, strengthening security for partners, brands, and enterprise workflows.
CHAPTER 6
Our Team
Craig Petersen
President & CEO
Craig is the company’s chief evangelist—championing Lulu as the essential engine behind direct sales and print-on-demand for creators and businesses alike. With a background in software-driven, data-informed organizations he’s dedicated to turning complex systems into clear, practical value for customers. When he’s not talking strategy or growth, he enjoys reading, staying active, and spending time with family.
Kathy Hensgen
EVP, Strategy
Kathy is the Executive Vice President of Strategy at Lulu, with a tenure of 15 years in various leadership and operations roles. Kathy helped build a system of trust, transparency, inclusivity, and empowerment that is central to Lulu’s identity and ethos. Outside of work, you will find her biking, hiking, and soaking up nature in the NC mountains.
Matt Briel
VP & CMO
Matt brings nearly two decades of experience in the Media & Publishing space and 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 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
CFO
Don drives financial strategy and efficiency to support and foster business growth. For the last 10 years, Don has helped Lulu navigate the evolving self-publishing landscape while ensuring the business is profitable. Outside of work, he enjoys spending time with family, fishing, boating, and collecting vinyl records.
Emily Bair
VP, Business Development
Emily connects businesses with printing solutions that help them grow and fulfill their mission. A relationship builder at heart, Emily believes in having honest conversations and finding solutions that genuinely fit. When she's not working on partnerships or navigating fulfillment logistics, you'll find her exploring a new destination, reading her latest book pick, or going all-in at ladies’ poker night.
Nick Foster
VP, Software & Product
Nick 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, Global Print Network
Leon oversees all aspects of daily global operations, ensuring efficient production and driving strategic initiatives to maximize Lulu’s global leadership in the highly competitive print-on-demand book manufacturing space.
JoAnn Chamberlin
VP, People & Culture
With over a decade in accounting and HR leadership, JoAnn aligns the people strategy with business objectives and growth. She fosters strong engagement, promoting open communication, mentorship, community, and shared purpose. When she isn’t at work, JoAnn loves cooking, traveling, going to concerts, entertaining, and playing tennis.
