Lulus expands wholesale reach with Amazon, Victoria’s Secret

Lulu’s Fashion Lounge Holdings, Inc. (Lulus) has announced continued momentum in its wholesale expansion with the launch of a dedicated Amazon storefront and a new online partnership with Victoria’s Secret, according to a company press release.

The move follows Lulus’ recent rollout across 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 behaviour.

Lulus has expanded its wholesale strategy with a new Amazon storefront and an online partnership with Victoria’s Secret.
Building on its Nordstrom rollout, the move enhances reach and revenue potential.
Curated assortments tailored to each platform aim to engage modern shoppers, supporting scalable growth and strengthening the brand’s presence across key retail channels.

“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.”

The Amazon storefront features a curated dress assortment, including many exclusive styles, while the Victoria’s Secret collaboration introduces an online-only range targeting digitally engaged shoppers. The company noted in the press release that these initiatives support scalable growth and strengthen brand relevance.

As Lulus enters its 30th year, it is focusing on disciplined growth, scalable distribution, and long-term brand building. Alongside its Nordstrom expansion, launches on Amazon and Victoria’s Secret strengthen its position as a digitally driven brand with rising influence in modern fashion retail.

Fibre2Fashion News Desk (JP)