Lulus Expands Digital Wholesale Footprint with Amazon Storefront and New Partnership with Victoria’s Secret

Lulus today announced continued momentum in its wholesale expansion with the launch of a dedicated Lulus Amazon Storefront and new online wholesale partnership with Victoria’s Secret!

The announcement builds on Lulus’ recent expansion into all Nordstrom stores nationwide and reflects the brand’s next phase of growth: a wholesale strategy designed to increase reach, drive incremental revenue, and deepen relevance across some of today’s most influential online retail destinations. Rather than taking a one-size-fits-all approach, each partnership features a channel-specific assortment aligned with how different customers shop and engage with the brand. 

“Today’s customer shops across platforms, and our goal is to show up for her in each of those moments with intentional, elevated product, that is distinctly Lulus,” said Crystal Landsem, CEO at Lulus. “By offering curated assortments across Amazon and Victoria’s Secret, we’re expanding access to our brand in a way that’s thoughtful, strategic, and aligned with how women shop now.” 

Lulus launched its Amazon storefront as part of a strategic effort to expand beyond traditional direct-to-consumer and department store channels. Available online to U.S. and international customers in sizes XS through XL, the storefront features a curated dress assortment, with a majority of styles exclusive to Amazon. This launch allows Lulus to share its unique brand story and attract new-to-brand customers, while leveraging Amazon’s reach, discovery capabilities, convenient shopping experience, and fast shipping. 

In late February, Lulus further expanded its online wholesale presence with a new launch at Victoria’s Secret, where the brand debuted an online-only dress assortment in standard sizing from XS through XL, bringing its feminine silhouettes and event-ready styles to the retailer’s digitally engaged audience. 

As Lulus enters its 30th year, the Company remains focused on disciplined expansion, scalable distribution, and building long-term brand equity through partnerships that balance reach with relevance. Together with its nationwide Nordstrom expansion, Lulus believes the Amazon and Victoria’s Secret launches further position the Company as a digitally fluent brand with growing influence across the contemporary fashion and retail landscape. 

For more information on Lulus, please visit: www.lulus.com

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