Lulus expands retail footprint with Dillard’s

Lulus announced on Thursday its entry at U.S. fashion retailer Dillard’s.

As part of the partnership, Lulus will introduce its latest collections to over 30 Dillard’s stores nationwide. Customers will be able to shop from a curated selection of special occasion and event apparel. Looking ahead, Lulus will also launch an expanded Prom collection at Dillard’s in early 2025, solidifying its position in the special occasion wear market.

The move is part of Lulus’ wholesale strategy, aimed at reaching new audiences and expanding the brand’s distribution footprint across key markets.

“Working with Dillard’s is a pivotal step in our broader strategy to amplify Lulus’ presence in key markets,” said Crystal Landsem, CEO of Lulus. 

“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. This collaboration is a testament to our commitment to strategic growth and mutual success, and we are confident it will yield significant benefits for both brands as we move forward together.”

The launch follows Lulus’ record-breaking second quarter in 2024, where the brand saw significant growth in its special occasion and bridesmaids categories. It also builds on Lulus’ “Friends for Life” campaign, the Company’s first ever multi-channel brand initiative, and a series of collaborations under the “Lulus Loves” initiative, including partnerships with brands like Levi’s, D’Amelio Footwear, and Vans.

Dillard’s vice president of merchandising Alexandra Dillard Lucie added, “We are happy to welcome Lulus to Dillard’s just in time for homecoming! The brand 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.”

In the coming year, Lulus said it is focused on further expanding its reach through strategic partnerships.