A Dillard’s location. The Southern department store has been expanding to more states. Courtesy of Dillard’s
Senior Reporter
Source: www.retaildive.com, September 2024

The brand will launch a special occasion collection at the department store in time for homecoming, with a prom assortment planned for next year.

Dive Brief:

  • Lulus is expanding its wholesale operation via a strategic collaboration with regional department store Dillard’s, the companies said on Thursday.
  • Special occasion and event collections from the California-based women’s apparel brand will be found at more than 30 Dillard’s stores, per a Lulus press release. The first collection is timed for homecoming events, and a prom collection is planned for early next year.
  • Lulus CEO Crystal Landsem last month told analysts that the brand is adding wholesale partnerships, specifically with department stores, in a quest for growth.

Dive Insight:

Lulus joins other specialty and DTC brands in coming around to the importance of partnering with retailers to boost sales and margins. Last month, Landsem told analysts that the brand’s “wholesale business is progressing steadily.”

“We remain focused on growth with our department store partners and have opened distribution with three new major retailers,” she said, per an earnings transcript, saying also that the work will “drive meaningful wholesale growth in the back half of the year.”

A Lulus spokesperson confirmed by email that Dillard’s is one of these new partners but declined to name the others. In a statement Thursday, Landsem said that “working with Dillard’s is a pivotal step in our broader strategy to amplify Lulus’ presence in key markets.”

“Dillard’s is one of the nation’s largest fashion retailers and by aligning with them, we extend our brand’s reach to meet the evolving demands of our customers,” she said.

The department store, based mainly in the South, has been expanding to more states in recent years and now runs 273 Dillard’s stores, including 28 clearance centers, across 30 states.

The tie-up also fits with Dillard’s merchandising focus, which includes strong private labels, exclusives, capsule collections and designer-led initiatives like its luxury “Coterie Shop.” In a statement, Dillard’s Vice President of Merchandising Alexandra Dillard Lucie said that Lulus “brings a new, fresh and modern addition to our social occasion collection.”

“Many of our younger, contemporary customers already know of Lulus’ tremendous appeal, and we are pleased to present it at Dillard’s,” she said.