Lulu’s Fashion Lounge Holdings is stepping up its wholesale expansion with the launch of a dedicated storefront on Amazon and a new online partnership with Victoria’s Secret, deepening its presence across high-traffic digital retail platforms.
The move builds on the brand’s recent rollout across all Nordstrom stores and reflects a broader shift toward a multi-channel distribution strategy aimed at expanding reach and unlocking incremental revenue streams.
At the centre of this expansion is a clear focus on how consumers shop today. “Today’s customer shops across platforms,” said CEO Crystal Landsem, adding that the brand aims to show up “in each of those moments with intentional, elevated product.”
The newly launched Amazon storefront offers a curated assortment of dresses, many of which are exclusive to the platform. The collection is available to both US and international customers, leveraging Amazon’s scale, discovery engine, and fast delivery infrastructure to attract new-to-brand shoppers.
Landsem emphasized that the marketplace is not just about scale but strategic positioning. By tailoring assortments specifically for Amazon, Lulus is aligning product with platform behaviour rather than replicating its core DTC offering.
In parallel, the partnership with Victoria’s Secret introduces an online-only edit of Lulus dresses, launched in late February. The collaboration places the brand in front of a digitally engaged audience that already shops within a complementary fashion and lifestyle ecosystem.
Unlike traditional wholesale distribution, both partnerships are built around curated, channel-specific assortments. This reflects a more controlled approach to wholesale, where brand identity and pricing architecture remain intact while expanding visibility.
The strategy is also rooted in customer acquisition. By tapping into established retail platforms such as Amazon and Victoria’s Secret, Lulus is positioning itself to reach new demographics, particularly Millennial and Gen Z shoppers who increasingly discover brands across multiple digital touchpoints.
As the company enters its 30th year, it is leaning into partnerships that balance scale with brand relevance. “We’re expanding access in a way that’s thoughtful and strategic,” Landsem noted, underlining the brand’s intent to grow without diluting its positioning.
The expansion comes at a critical time for Lulus, as it looks to offset recent pressures on revenue and customer growth by diversifying sales channels and strengthening its wholesale footprint.
With Amazon and Victoria’s Secret now part of its distribution network, alongside Nordstrom and other retail partners, Lulus is reshaping its growth model, moving from a primarily direct-to-consumer brand to a more platform-agnostic, digitally fluent retail player.
