Today we’d like to introduce you to Sam Lillie.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I started Lux Markets in 2022 with an idea that local brands needed a better way to connect with people. Our very first pop-up was inside a luxury apartment community with only two brands and a spreadsheet, but it worked. Residents loved discovering new products, and the brands finally had a direct line to their ideal customers.
Since then, we’ve partnered with over 100 luxury properties, tons of emerging Austin brands, and built some an incredible data analytics software. We’ve helped generate nearly half a million dollars in revenue for Austin CPG companies, and the data we capture from each event gives them real insight into who their shoppers are and how to grow. That’s been a game changer for brands — instead of just hoping their product moves on shelves, they know exactly how people are engaging.
Some of our early partners, like Rosa Salsa and Hiking Pony, went from sampling at our markets to landing on Central Market shelves. That kind of growth is what keeps us moving forward.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Definitely not a smooth road. When I started Lux Markets, I had no playbook for how to bring brands and residents together in this way. Those early days were a lot of trial and error. I had to convince properties to take a chance on something new, figure out how to make events run smoothly, and build software at the same time.
One of the biggest challenges has been balancing growth with sustainability. It’s easy to put on a flashy event, but our focus has always been on creating long term value for brands through real data and consistent shopper engagement. That meant building systems from scratch while still making sure every event felt high-quality and personal. Luckily, our brands have given us a ton of feedback and we’ve built, tweaked, and shaped Lux Markets with their direct feedback. I wouldn’t have a company without them and I’m extremely grateful for them.
They pushed us to create better software, tighter operations, and a model that actually works for both brands and properties.
We’ve been impressed with Lux Markets, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Lux Markets creates curated showcases of Austin’s hottest emerging CPG brands inside luxury apartments and HOAs, giving residents a unique chance to discover emerging food, beverage, and wellness brands where they live. For the properties, these markets provide a turnkey way to elevate resident engagement, create memorable experiences, and strengthen retention all without adding work for the onsite teams.
What really sets us apart is how we pair those live events with our software. Every market is powered by a system we built from the ground up that handles scheduling, vendor management, and shopper data. That means brands aren’t just sampling their product and hoping for the best, they’re walking away with real insights into who their customers are, how people are engaging, and what’s driving repeat purchases. That data has been a game changer for emerging CPG companies who need more than just visibility. They need measurable growth.
We’re proud to have worked with over 100 of Austin’s most luxurious communities and more than 100 Austin brands, generating nearly half a million dollars in revenue for local companies. Some of the brands that started with us, like Rosa Salsa, we helped get into local retailers like Parker and Scott and have gone on to secure retail placement at every Central Market in Texas, or, Oca Foods which is an HEB Quest For The Best finalist. Watching those kinds of success stories unfold is exactly why we built Lux Markets in the first place— to help brands break through, grow smarter, and reach the customers who will fuel their next stage of growth.
Can you talk to us about how you think about risk?
Risk is nothing new to me. I’ve sky dived multiple times, solo hiked from Mexico to Canada, and have poured everything I have into Lux Markets. I think real growth always involves taking risks. To me, risk isn’t about chasing uncertainty for its own sake. It’s about stretching limits and creating opportunities that wouldn’t exist otherwise. The brands and properties that partner with us took a chance too, and that mutual leap of faith has been key to our success. It’s what’s allowed Lux Markets to create something truly different.
Contact Info:
- Website: https://www.luxmarkets.com
- Instagram: @luxmarkets_
Image Credits
These images are all owned by Lux Markets
