Lulus Expands Strategic Wholesale Collaborations to Reach Customers in New Ways and Expand Market Presence
Lulus (NASDAQ: LVLU) is expanding its distribution through new strategic wholesale collaborations to reach more customers and strengthen its market presence. The company announced partnerships with Nuuly (rental subscription service), Poshmark (resale marketplace), and Von Maur department store.
The company is also expanding existing relationships with Dillard's and Nordstrom, growing its prom collection presence from 30 to 60 Dillard's stores and hosting exclusive in-store prom activations. Additionally, Lulus is strengthening collaborations with third-party brands including Dingo 1969, Hunter, Jessica Simpson, Reebok, and Rolla's Jeans.
These initiatives aim to provide customers more opportunities to experience Lulus products across various shopping channels. While these collaborations are part of a long-term growth strategy, they are not expected to have significant near-term financial impact.
Lulus (NASDAQ: LVLU) sta espandendo la sua distribuzione attraverso nuove collaborazioni all'ingrosso strategiche per raggiungere un maggior numero di clienti e rafforzare la sua presenza sul mercato. L'azienda ha annunciato partnership con Nuuly (servizio di abbonamento per il noleggio), Poshmark (mercato della rivendita) e il grande magazzino Von Maur.
L'azienda sta anche ampliando le relazioni già esistenti con Dillard's e Nordstrom, aumentando la presenza della sua collezione prom da 30 a 60 negozi Dillard's e ospitando attivazioni prom esclusive in negozio. Inoltre, Lulus sta rafforzando le collaborazioni con marchi terzi tra cui Dingo 1969, Hunter, Jessica Simpson, Reebok e Rolla's Jeans.
Queste iniziative mirano a fornire ai clienti maggiori opportunità di esperienza con i prodotti Lulus attraverso vari canali di shopping. Sebbene queste collaborazioni facciano parte di una strategia di crescita a lungo termine, non si prevede un impatto finanziario significativo nel breve termine.
Lulus (NASDAQ: LVLU) está expandiendo su distribución a través de nuevas colaboraciones mayoristas estratégicas para alcanzar más clientes y fortalecer su presencia en el mercado. La empresa anunció asociaciones con Nuuly (servicio de suscripción de alquiler), Poshmark (mercado de reventa) y la tienda departamental Von Maur.
La empresa también está ampliando las relaciones existentes con Dillard's y Nordstrom, aumentando la presencia de su colección prom de 30 a 60 tiendas Dillard's y organizando activaciones prom exclusivas en la tienda. Además, Lulus está fortaleciendo las colaboraciones con marcas de terceros, incluyendo Dingo 1969, Hunter, Jessica Simpson, Reebok y Rolla's Jeans.
Estas iniciativas tienen como objetivo proporcionar a los clientes más oportunidades para experimentar los productos de Lulus a través de varios canales de compra. Si bien estas colaboraciones son parte de una estrategia de crecimiento a largo plazo, no se espera que tengan un impacto financiero significativo a corto plazo.
Lulus (NASDAQ: LVLU)는 새로운 전략적 도매 협력을 통해 배급을 확장하여 더 많은 고객에게 다가가고 시장에서의 존재감을 강화하고 있습니다. 이 회사는 Nuuly (렌탈 구독 서비스), Poshmark (재판매 시장), Von Maur 백화점과의 파트너십을 발표했습니다.
또한, 이 회사는 Dillard's 및 Nordstrom과의 기존 관계를 확대하여 Dillard's 매장에서의 프로모션 컬렉션 존재를 30개에서 60개로 늘리고 독점적인 매장 내 프로모션 활동을 개최하고 있습니다. 추가로, Lulus는 Dingo 1969, Hunter, Jessica Simpson, Reebok, Rolla's Jeans을 포함한 제3자 브랜드와의 협력을 강화하고 있습니다.
이러한 이니셔티브는 고객이 다양한 쇼핑 채널을 통해 Lulus 제품을 경험할 수 있는 더 많은 기회를 제공하는 것을 목표로 하고 있습니다. 이러한 협력은 장기 성장 전략의 일환이지만 단기적으로는 큰 재무적 영향을 미치지 않을 것으로 예상됩니다.
Lulus (NASDAQ: LVLU) élargit sa distribution grâce à de nouvelles collaborations de gros stratégiques pour atteindre davantage de clients et renforcer sa présence sur le marché. L'entreprise a annoncé des partenariats avec Nuuly (service d'abonnement de location), Poshmark (marché de revente) et le grand magasin Von Maur.
L'entreprise élargit également ses relations existantes avec Dillard's et Nordstrom, augmentant la présence de sa collection prom de 30 à 60 magasins Dillard's et organisant des activations prom exclusives en magasin. De plus, Lulus renforce ses collaborations avec des marques tierces, y compris Dingo 1969, Hunter, Jessica Simpson, Reebok et Rolla's Jeans.
Ces initiatives visent à offrir aux clients plus d'opportunités d'expérimenter les produits Lulus à travers divers canaux d'achat. Bien que ces collaborations fassent partie d'une stratégie de croissance à long terme, elles ne devraient pas avoir d'impact financier significatif à court terme.
Lulus (NASDAQ: LVLU) erweitert seine Vertriebsmöglichkeiten durch neue strategische Großhandelskooperationen, um mehr Kunden zu erreichen und seine Marktpräsenz zu stärken. Das Unternehmen gab Partnerschaften mit Nuuly (Vermietungs-Abonnementdienst), Poshmark (Wiederverkaufsmarkt) und dem Warenhaus Von Maur bekannt.
Das Unternehmen erweitert auch bestehende Beziehungen zu Dillard's und Nordstrom, indem es die Präsenz seiner Prom-Kollektion von 30 auf 60 Dillard's-Filialen ausweitet und exklusive Prom-Aktivierungen im Geschäft veranstaltet. Darüber hinaus verstärkt Lulus die Zusammenarbeit mit Drittmarken wie Dingo 1969, Hunter, Jessica Simpson, Reebok und Rolla's Jeans.
Diese Initiativen zielen darauf ab, den Kunden mehr Möglichkeiten zu bieten, Lulus-Produkte über verschiedene Einkaufswege zu erleben. Obwohl diese Kooperationen Teil einer langfristigen Wachstumsstrategie sind, wird nicht erwartet, dass sie kurzfristig einen signifikanten finanziellen Einfluss haben.
- Expansion of retail presence through new partnerships with Nuuly, Poshmark, and Von Maur
- Growth in Dillard's store presence from 30 to 60 locations for prom collections
- Strategic expansion of product assortment at Nordstrom
- New collaborations with established brands (Dingo 1969, Hunter, Jessica Simpson, etc.)
- No significant near-term financial impact expected from new partnerships
Insights
Lulus' strategic channel expansion represents a calculated approach to market penetration, though with some inherent risks and opportunities worth examining. The company's entry into rental (Nuuly) and resale (Poshmark) markets is particularly noteworthy as it positions Lulus to capture share in the rapidly growing circular fashion economy, estimated at
The multi-channel strategy reveals three key strategic pillars:
- Market Segmentation: By partnering with Nuuly, Lulus can attract younger, more price-sensitive consumers who prefer rental flexibility over ownership. This creates a potential pipeline of future full-price customers while gathering valuable data on style preferences and wear patterns.
- Brand Accessibility: The expansion of physical retail presence through Nordstrom and Dillard's addresses a critical challenge in online fashion - the try-before-you-buy experience. The prom activation strategy at Dillard's is particularly shrewd, targeting a high-margin segment during important purchase decisions.
- Operational Efficiency: The company's emphasis on maintaining an "efficient and scalable growth model" suggests these partnerships are structured to minimize inventory risk while maximizing brand exposure.
However, this expansion strategy carries notable considerations. The resale market through Poshmark could potentially cannibalize new product sales, though this risk is likely outweighed by the benefits of capturing secondary market value and attracting sustainability-conscious consumers. The expansion of wholesale partnerships, while broadening reach, requires careful management to maintain brand positioning and margin structure.
The explicit statement about near-term financial impact suggests this is a long-term brand-building play rather than an immediate revenue driver. This approach aligns with current market conditions where building sustainable customer relationships takes precedence over short-term gains.
New Collaborations with Nuuly, Poshmark, and Von Maur, In-Store Prom Activations with Dillard’s, and Expanded Relationships with Nordstrom Highlight the Company's Commitment to Being the Go-To Dress Destination
LOS ANGELES, Feb. 20, 2025 (GLOBE NEWSWIRE) -- Lulu's Fashion Lounge Holdings, Inc. (“Lulus” or the “Company”) (Nasdaq: LVLU), the attainable luxury brand for women, is expanding its distribution to grow the brand, reach new customers, and bring its dresses to a wider audience. As part of this strategy, Lulus has announced new collaborations with rental subscription service Nuuly, resale marketplace Poshmark, and Von Maur, recognized as America’s Best Department Store by Newsweek. The Company is also expanding its retail presence through expanded collaborations with department store leaders Dillard’s and Nordstrom, as well as third-party brand collaborations with Dingo 1969, Hunter, Jessica Simpson, Reebok, and Rolla’s Jeans. Together, these endeavors reflect Lulus’ strategic focus on meeting customers across diverse shopping channels, while simultaneously maintaining an efficient and scalable growth model.
“We are making major strides in building a future where Lulus is part of every major shopping decision our customer makes,” said Laura Deady, Chief Merchandising Officer, Lulus. “From our partnership with rental services like Nuuly, to offering resale on Poshmark, and doubling down on key moments like prom at Dillard’s, our multi-channel approach ensures that the Lulus brand is top of mind as we deliver value to customers in ways that deeply resonate with their lifestyles.”
Expanding with Purpose: New Collaborations with Nuuly and Poshmark
To further meet customers where they are, Lulus is exploring emerging retail channels such as rental and resale markets. The Company’s recent collaboration with Poshmark, which launched last month, positions Lulus within the booming resale market, allowing customers to buy and sell their Lulus pieces in a sustainable, circular model. Meanwhile, through its new partnership with Nuuly, the Company is tapping into the fast-growing rental economy, introducing its designs to a new, younger audience that values flexibility in their wardrobes.
Added Deady, “Working with Nuuly and Poshmark not only expands our reach, but also aligns with how modern consumers are engaging with fashion today. As we remain steadfast in our mission to be exactly where our customer wants us—whether she’s trying out new styles on a rental basis or shopping for gently-loved, iconic pieces through resale - Lulus will deliver on-trend, impeccable clothing that our shoppers are bound to enjoy.”
Strengthening Relationships with Nordstrom and Other Key Department Stores
Alongside its new collaborations, Lulus is doubling down on its relationships with key department stores. Expanded product assortments at Nordstrom include dress-focused collections designed for everyday wear and special occasions. At Dillard’s, prom assortments have grown from a 30- to 60-store footprint. These collections, which support the Company’s broader mission to dominate the dress market, will also be bolstered by collaborations with additional department stores like Von Maur, as Lulus enters new markets.
The Go-To Dress Destination: Where Style Meets Accessibility
At the core of Lulus’ wholesale expansion is its commitment to being the premier destination for dresses, offering options for every occasion, from casual wear to formal events. As part of this strategy, the brand, which launched its prom partnership with Dillard’s last year, is hosting an exclusive in-store prom activation this spring at Dillard’s heavily trafficked Dallas location. The activation will feature curated prom collections, interactive styling sessions, and personalized shopping experiences, allowing students to find their perfect look during this milestone moment.
Leveraging Third-Party Brand Collaborations: Building on Momentum
In addition to its wholesale initiatives, Lulus is further expanding its relationship with iconic brands such as Dingo 1969, Hunter, Jessica Simpson, Reebok, and Rolla’s Jeans. On the heels of the success of Levi’s, Vans, D’Amelio Footwear and more in 2024, collaborations will allow Lulus to continue to bring a curated mix of trusted brands directly to its customers while enhancing the overall shopping experience.
Creating Opportunities for the Lulus Experience
Through strategic collaborations, Lulus is scaling its brand presence across key markets and formats, providing existing and prospective customers the ability to see, feel, and try-on in real life the design and construction quality that Lulus is known for. The Company is expanding across established and emerging retail platforms to reach diverse customer segments in an effort to grow efficiently and be sustainable long-term. Wholesale remains a complementary part of Lulus’ business, supporting long-term brand growth and customer engagement. While these collaborations enhance market presence, they are part of a broader, long-term growth strategy and are not expected to have a significant near-term financial impact. Lulus’ wholesale strategy highlights the Company’s confidence in driving long-term growth by meeting evolving customer expectations and capitalizing on diverse market opportunities. The more customers experience Lulus in-store and online, the stronger their connection to the brand. By expanding across a variety of retailers, Lulus is increasing discovery, deepening loyalty, and reaching new audiences.
For more information on Lulus, please visit: www.lulus.com.
About Lulus
Headquartered in California and serving millions of customers worldwide, Lulus is an attainable luxury fashion brand for women, offering modern, unapologetically feminine designs at accessible prices for every occasion. Our aim is to make every woman feel beautiful, celebrated and the most special version of herself for all of life’s moments, big or small – from work desk to dream date, or cozying up on the couch to the spotlight of her wedding day. Founded in 1996, Lulus delivers fresh styles to consumers daily, using direct consumer feedback and insights to refine product offerings and elevate the customer experience. Lulus’ world class personal stylists, bridal concierge, and customer care team share an unwavering commitment to elevating style and quality and bring exceptional customer service and personalized shopping to customers around the world. Follow @lulus on Instagram and @lulus on TikTok. Lulus is a registered trademark of Lulu’s Fashion Lounge, LLC. All rights reserved.
Forward-Looking Statements
This press release contains “forward-looking statements” within the Private Securities Litigation Reform Act of 1995. All statements other than statements of historical or current fact included in this press release are forward-looking statements, including but not limited to statements regarding our opportunities for wholesale expansion, growth in the coming quarters and the long-term growth trajectory of our business. These statements are neither promises nor guarantees, but involve known and unknown risks, uncertainties and other important factors that may cause Lulus’ actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements, including, but not limited to, the risk factors discussed in Part I, Item 1A, “Risk Factors” in Lulus’ Annual Report on Form 10-K for the fiscal year ended December 31, 2023, Part II, Item 1A, “Risk Factors” in Lulus’ Quarterly Report on Form 10-Q for the fiscal quarter ended June 30, 2024, Part II, Item 1A, “Risk Factors” in Lulus’ Quarterly Report on Form 10-Q for the quarter ended September 29, 2024, and our other filings with the Securities and Exchange Commission which could cause actual results to differ materially from those indicated by the forward-looking statements made in this press release. Any such forward-looking statements represent management’s estimates as of the date of this press release. While Lulus may elect to update such forward-looking statements at some point in the future, it disclaims any obligation to do so, except as required by law, even if subsequent events cause its views to change.
Contact
Abbygail Reyes
Vice President, Communications
press@lulus.com
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