The move follows the recent launch of Lulus in all Nordstrom stores nationwide and reflects a broader strategy to expand reach and drive incremental revenue. As stated in the press release, each partnership offers curated assortments tailored to platform-specific customer behavior.
Lulus has expanded its wholesale strategy with a new store on Amazon and an online partnership with Victoria's Secret. Building on Nordstrom's launch, the move enhances reach and revenue potential. Curated and platform-tailored assortments aim to appeal to modern shoppers, support scalable growth and strengthen the brand's presence across key retail channels.
“Today's customers shop across platforms, and our goal is to present them in each of those moments with an intentional, elevated product, which is clearly Lulus,” he said. Crystal Landsem, CEO of Lulus. “By offering curated assortments on Amazon and Victoria's Secret, we are expanding access to our brand in a way that is thoughtful, strategic and aligned with the way women shop now.”
The Amazon store features a curated selection of dresses, including many exclusive styles, while the Victoria's Secret collaboration features an online-only range aimed at digitally engaged shoppers. The company noted in the press release that these initiatives support scalable growth and strengthen brand relevance.
As Lulus turns 30, it is focused on disciplined growth, scalable distribution and long-term brand building. In addition to its expansion at Nordstrom, launches at Amazon and Victoria's Secret strengthen its position as a digitally-driven brand with growing influence in modern fashion retail.
Fiber2Fashion (JP) News Desk
