Lulus Expands Wholesale Reach with Amazon Storefront and Victoria’s Secret Deal
Event summary
- Lulus launched a dedicated Amazon storefront on March 17, 2026, featuring a curated dress assortment with majority Amazon-exclusive styles.
- The brand also expanded its online wholesale presence with Victoria’s Secret in late February 2026, debuting an online-only dress assortment.
- These moves follow Lulus’ nationwide expansion into Nordstrom stores, part of a strategy to increase reach and drive incremental revenue.
- Lulus aims to leverage Amazon’s reach and Victoria’s Secret’s digitally engaged audience to attract new customers.
The big picture
Lulus’ strategic shift toward wholesale partnerships with major retailers like Amazon, Victoria’s Secret, and Nordstrom reflects a broader industry trend of digital-first brands seeking scalable distribution. By curating channel-specific assortments, Lulus aims to balance reach with relevance, a move that could set a precedent for other contemporary fashion brands navigating the omnichannel landscape.
What we're watching
- Channel Performance
- How the Amazon and Victoria’s Secret partnerships will affect Lulus’ revenue growth and customer acquisition.
- Brand Dilution
- Whether Lulus can maintain its brand identity while expanding across multiple wholesale channels.
- Competitive Response
- The pace at which competitors may react to Lulus’ wholesale expansion strategy.
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