Lulus Expands Strategic Wholesale Collaborations to Reach Customers in New Ways and Expand Market Presence

Core Insights - Lulus is expanding its distribution strategy through collaborations with Nuuly, Poshmark, and Von Maur, as well as enhancing relationships with Dillard's and Nordstrom to become the go-to destination for dresses [1][2][4] Distribution Expansion - The company is focusing on reaching new customers by tapping into rental and resale markets, with partnerships aimed at engaging modern consumers [3][4] - Collaborations with Poshmark and Nuuly are designed to position Lulus within the growing resale and rental economies, appealing to a younger audience [3][4] Retail Partnerships - Lulus is strengthening its relationships with key department stores, expanding product assortments at Nordstrom and increasing prom collections at Dillard's from a 30-store to a 60-store footprint [4][5] - The company is also entering new markets through collaborations with additional department stores like Von Maur [4] Brand Positioning - Lulus aims to be the premier destination for dresses, offering options for various occasions, and is hosting exclusive in-store activations to enhance customer experience [5][6] - The company is leveraging partnerships with iconic brands to provide a curated shopping experience, building on the success of previous collaborations [6][8] Long-term Strategy - The wholesale strategy is part of a broader growth plan, focusing on sustainable long-term brand growth and customer engagement [8] - By expanding across various retail platforms, Lulus aims to increase brand discovery, deepen customer loyalty, and reach new audiences [8]