Lulus launches on Amazon & partners with Victoria's Secret as part of digital wholesale push

Lulus has launched a dedicated storefront on Amazon and a new online wholesale partnership with Victoria’s Secret (VS), as the California-based fashion brand strengthens its online wholesale presence.

The dedicated Lulus storefront on Amazon offers a curated dress assortment from Lulus, with the majority of styles available exclusively on Amazon to US and international shoppers in sizes XS to XL, while Lulus launched an online-only dress assortment on Victoria’s Secret in late February.

The new partnership with VS and launch on Amazon builds on Lulus’ recent wholesale push into all Nordstrom department stores across the country and underlines the brand’s next phase of growth, which centers on a leading wholesale strategy to boost its presence, drive revenue, and solidify its position among leading online retailers.

To further cement its wholesale position, Lulus is adopting a channel-specific approach with each partnership, offering a curated assortment aligned with how different target audiences 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, in a statement. “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’ wholesale push comes as the brand enters its 30th year and continues to invest in expansion, scalable distribution, and creating long-term brand equity through key partnerships that combine customer reach and relevance.