Dive Brief:
- Noting the importance of meeting customers where they shop, DTC women’s fashion brand Lulus has increased its presence at Nordstrom from about 60 doors to all of the department store’s locations.
- In recognizing that 55% of its Nordstrom sales were coming from the retailer’s stores, Lulus made the strategic decision to grow its wholesale business, according to a company release. The brand has been selling at Nordstrom since 2017.
- As part of the Nordstrom expansion, Lulus will also grow its assortment in the retailer’s dress department this April, adding more daytime dresses alongside special occasion styles.
Dive Insight:
While DTC remains Lulus primary business model, the wholesale channel continues to grow, having increased 143% year over year from 2024 to 2025, according to a company spokesperson.
Founded in 1996 as a boutique in Northern California, Lulus switched to online only in 2008. But the company continues to expand its wholesale partnerships.
In addition to Nordstrom, Lulus has recently expanded its presence through partnerships with Urban Outfitters and Dillard’s.
Lulus was part of Urban Outfitters Homecoming collection last August and in January expanded its online dress offerings with the retailer. In December, Lulus expanded its assortment at Dillard’s by doubling its presence to 100 locations.
“As we celebrate 30 years, we remain focused on connecting with our customers in meaningful ways,” Crystal Landsem, CEO of Lulus, said in a statement. “Expanding to all Nordstrom stores is a strong vote of confidence in our brand, product, and customer. Our goal is simple: meet women where they shop, strengthen brand equity, and build partnerships that create mutual long-term value.”
Lulus brought on Heidi Crane as its fractional chief financial officer last October in order to help scale the brand across a variety of platforms. Crane’s position was made permanent on Wednesday.
Direct-to-consumer buying habits have evolved post-pandemic, with brands continuing to seek out wholesale partnerships. A NuOrder report from 2024 predicted wholesale channels would grow five times more compared to 2020.
In Lulus most recent quarter, the brand saw a 9% year-over-year decrease in net revenue and an 11% decrease in active customers.
