Lulus Expands to All Nordstrom Stores, Accelerating Wholesale Growth
Event summary
- Lulus now available in all Nordstrom stores nationwide, with 55% of Nordstrom sales coming from physical locations.
- Wholesale business grew 143% year-over-year from 2024–2025, with plans to exceed 100% growth in 2026.
- Expansion includes daytime dresses in Nordstrom’s Dress Department starting April 2026.
- Lulus doubled its presence at Dillard’s to 100 store doors with a Prom assortment in December 2025.
- Urban Outfitters expanded Lulus’ online dress assortment in January 2026.
The big picture
Lulus’ nationwide Nordstrom expansion underscores the growing demand for occasionwear in physical retail, a strategic pivot from its direct-to-consumer roots. The 143% wholesale growth reflects broader industry trends of omnichannel integration, where brands leverage retailer partnerships to reach new customer segments while maintaining brand equity. This move positions Lulus to compete more aggressively in the crowded women’s fashion market, particularly in special occasion and daytime event dresses.
What we're watching
- Wholesale Scaling
- How Lulus will balance wholesale expansion with its direct-to-consumer foundation to maintain brand consistency.
- Retailer Confidence
- Whether Nordstrom’s full rollout signals sustained demand for Lulus’ occasionwear in brick-and-mortar settings.
- Category Leadership
- The pace at which Lulus can sustain 100%+ wholesale growth while entering new retail categories like daytime dresses.
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