Luvu Brands Completes Strategic Commerce Modernization Supporting Operational Efficiency and Scalable Growth

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Luvu Brands (OTCQB:LUVU) completed a company-wide e-commerce modernization, migrating its Liberator, Jaxx, and Avana direct-to-consumer sites to Shopify’s commerce platform. The unified infrastructure is intended to boost operational efficiency, enhance customer experience, and provide a scalable foundation supporting the company’s digital growth strategy.

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ATLANTA, GA / ACCESS Newswire / July 1, 2026 / Luvu Brands, Inc. (OTCQB:LUVU), a designer, manufacturer, and marketer of specialty lifestyle products through brands Liberator, Jaxx, and Avana, today announced the successful completion of a company-wide e-commerce modernization initiative, transitioning its portfolio of direct-to-consumer websites to Shopify's leading commerce platform.

The migration establishes a cohesive infrastructure across Luvu Brands' portfolio, designed to enhance operational efficiency, improve customer experience, and provide a scalable foundation for future growth.

As consumer purchasing behaviors continue to evolve toward digital channels, the company believes modernizing its e-commerce ecosystem will strengthen its ability to serve customers, streamline maintenance, and accelerate innovation across its brands.

"This represents an important investment in the future of our business," said Christopher Knauf, Chief Financial Officer of Luvu Brands. "By consolidating our e-commerce operations onto a more modern, scalable platform, we're improving our ability to execute across marketing, customer engagement, and analytics while reducing the complexity associated with maintaining legacy systems."

The migration delivers several advantages, including improved website and mobile performance and reliability, enhanced conversion and checkout capabilities, streamlined management, greater flexibility to launch new products and promotions, reduced technology maintenance requirements, and expanded integration capabilities.

The initiative supports Luvu Brands' broader strategy to strengthen its direct-to-consumer business, improve operating leverage, and create a more efficient digital infrastructure.

"Our e-commerce channels play an increasingly important role in how customers interact with our brands," Knauf added. "This effort provides a stronger technological foundation for sustainable growth while enabling our teams to focus more resources on product innovation, customer acquisition, and brand development."

The migration includes e-commerce storefronts for Liberator.com, Jaxxliving.com, and Avanacomfort.com, creating a cohesive digital ecosystem across the company's portfolio.

Luvu Brands expects the platform transition to support future growth, improve scalability, and enhance its ability to capitalize on evolving e-commerce opportunities.

About Luvu Brands, Inc.

Luvu Brands, Inc. designs, manufactures, and markets specialty lifestyle products through its portfolio of consumer brands, including Liberator, Jaxx, and Avana. The Company serves customers through a combination of direct-to-consumer e-commerce channels and wholesale distribution partners. For more information, visit www.luvubrands.com.

Forward-Looking Statements

This press release contains forward-looking statements within the meaning of applicable securities laws. These statements involve risks and uncertainties that could cause actual results to differ materially from those expressed or implied by such forward-looking statements. Factors that may affect future results include market conditions, consumer demand, competitive pressures, operational execution, and other risks detailed in the Company's public filings. Luvu Brands undertakes no obligation to update any forward-looking statements except as required by law.

Investor Relations Contact:
Christopher Knauf
Chief Financial Officer
chris.knauf@luvubrands.com

SOURCE: Luvu Brands, Inc.

View the original press release on ACCESS Newswire

FAQ

What did Luvu Brands (OTCQB:LUVU) announce about its e-commerce platform on July 1, 2026?

Luvu Brands announced it completed a company-wide e-commerce modernization by migrating its direct-to-consumer websites to Shopify. According to Luvu Brands, the new platform creates a cohesive infrastructure designed to enhance efficiency, customer experience, and scalability across its Liberator, Jaxx, and Avana brands.

Which Luvu Brands websites moved to Shopify and why is this important for LUVU shareholders?

Luvu Brands migrated Liberator.com, Jaxxliving.com, and Avanacomfort.com to Shopify’s commerce platform. According to Luvu Brands, this unified ecosystem is designed to streamline management, reduce technology maintenance needs, and strengthen its direct-to-consumer operations, which may be important to shareholders focused on digital channel performance.

How does Luvu Brands' Shopify migration support scalable growth for LUVU stock investors?

The Shopify migration is intended to provide a scalable foundation for future digital growth at Luvu Brands. According to Luvu Brands, the platform improves site performance, reliability, and integration capabilities, potentially helping the company capitalize on evolving e-commerce opportunities and support its long-term direct-to-consumer strategy.

What operational benefits does Luvu Brands expect from its e-commerce modernization initiative?

Luvu Brands expects improved website and mobile performance, enhanced conversion and checkout, and streamlined management from the modernization. According to Luvu Brands, the shift also aims to reduce legacy system complexity and technology maintenance while enabling faster product launches, promotions, and expanded integration with other tools.

How does the e-commerce initiative fit into Luvu Brands' direct-to-consumer strategy?

The initiative is described as part of a broader strategy to strengthen Luvu Brands’ direct-to-consumer business. According to Luvu Brands, the modernized platform is intended to improve operating leverage, support sustainable growth, and free teams to focus on product innovation, customer acquisition, and brand development.