Lugg celebrates a major milestone—10 years of revolutionizing the way people move, deliver, and transport large items. What began as a small startup in the Bay Area has grown into a national service, offering same-day moving and delivery in cities across the U.S. Let’s take a look back at how Lugg came to be and the journey that got us here.
The Birth of Lugg: Where It All Began
Lugg was founded in 2014 by two Utah natives, Jordan Brown and Eric Kreutzer, who were determined to create a more convenient solution for moving large items. Armed with nothing but a rented truck, determination, and a hustle mentality, they spent the first four months doing all the Luggs themselves.
In those early days, they would often camp out in the IKEA parking lot in Emeryville, CA, pitching the app to customers struggling to fit their furniture into their cars. Jordan recalls, “I’d approach people trying to tie furniture to the roof of their cars and offer them an easier option: ‘Push a button, and we’ll get someone with a truck to do it for you.’”
Jordan and Eric didn’t just work hard—they went all-in. Their names, pictures, and phone numbers were hardcoded into the app, and without proper dispatching, they were the ones fulfilling every Lugg request. They’d meet customers in the parking lot after convincing them to download the app, and would often hear, “Wait, it’s you doing the delivery?”
The Hustle Behind the Success
In true entrepreneurial spirit, Jordan and Eric faced challenges but stayed committed to the vision. IKEA wasn’t thrilled with their guerilla marketing tactics, and after two months, they were kicked out of the parking lot. By that time, however, Lugg had started gaining traction, and requests began coming through the app without the need for face-to-face pitches.
Jordan recalls one significant moment: “I was eating at the IKEA cafeteria when I got a Lugg notification for the same store. It was the first time I hadn’t talked to the customer beforehand. I threw away my food and ran downstairs to fulfill the Lugg. It was the moment I realized—it’s working!”
From IKEA to Y Combinator: The Early Breakthrough
Despite the initial hustle, success didn’t come easy. Jordan and Eric received plenty of “no’s” along the way, but their breakthrough moment came when they landed in Y Combinator (YC), one of Silicon Valley’s most prestigious startup accelerators. It wasn’t a straightforward journey—they were initially rejected from YC, but after meeting the right connections, they reapplied and were accepted.
Jordan says, “YC gave us a compass, guiding us to focus on growth and the user experience. We didn’t have connections or fancy degrees, but YC’s support allowed us to scale quickly and strategically.”
Building a Marketplace, One Lugg at a Time
The early days were all about learning and adapting. Jordan and Eric collected feedback from every Lugg they completed, refining the app based on real user experiences. As they expanded, it became clear that Lugg wasn’t just a marketplace for moving items—it was about trust, efficiency, and customer satisfaction.
“We didn’t want to just build an app and contract out professional movers. We wanted to create something different,” explains Jordan. “We focused on finding Luggers who love what they do. Moving is unique—it requires dedication and care. And the people who do it with us, they get a sense of fulfillment by solving a real pain point for customers.”
Growing Nationwide and Partnering with Big Names
By 2015, Lugg had established itself in the San Francisco Bay Area and started expanding beyond the region. That same year, Lugg partnered with Costco to offer same-day delivery, a game-changer for both the company and customers in the Bay Area.
Between 2017 and 2024, Lugg continued to expand nationwide, providing on-demand moving and delivery services to more cities. Along the way, securing partnerships with major retailers like TJX/Homegoods, Macy’s, Living Spaces, Crate & Barrel, Arhaus, Anthropologie Home Outlet, and Olive Ateliers, to name just a few. Lugg’s rapid growth also extended to collaborations with influencers like Victoria Paris, Kellie Brown of Deeply Madly Modern, and Dani Klaric, helping build a vibrant and engaged social media presence.
The Lugg Experience: More Than Just Moving
Lugg’s success comes down to the experience it provides. Offering more than just moving or delivery—but real time peace of mind with live tracking. From the moment your items are picked up to their safe arrival at the destination, our vetted and trusted Luggers handle it all.
Over the past decade, Lugg has stayed true to our core values: making moving and delivery easier, faster, and stress-free. Thousands of Luggers have joined the team, delivering everything from couches to art pieces, and Lugg customers have come to expect exceptional service every time.
Looking Ahead: The Next 10 Years of Lugg
As we celebrate 10 years of Lugg, it’s clear we’re just getting started. The company’s growth and accomplishments over the past decade are just the beginning. With plans for further expansion, exciting new features in the works, and ongoing partnerships with more top retailers, Lugg is ready to take on the next chapter.
Here’s to 10 more years of hustle, innovation, and stress-free moves! We’re grateful for every Lugger, partner, and customer who has been part of this incredible journey. So whether you’ve been with us from day one or just recently discovered Lugg, we want to thank you for being part of our story. We LuggYou!
