Lulus Expands to All Nordstrom Stores Nationwide, Marking Next Chapter in Wholesale Growth
Rhea-AI Summary
Lulus (NASDAQ: LVLU) announced nationwide availability in all Nordstrom stores, marking a major wholesale expansion as the brand enters its 30th year. The rollout follows strong in-store performance and retailer confidence, and complements Lulus’ direct-to-consumer base.
Key facts: wholesale growth of 143% year-over-year (2024–2025), expansion into Nordstrom Dress Departments in April 2026, a doubled Dillard’s footprint to 100 stores, and an expanded online dress assortment at Urban Outfitters.
Positive
- Wholesale sales +143% year-over-year (2024–2025)
- Nationwide placement in all Nordstrom store doors
- Dillard’s footprint doubled to 100 store doors
- Planned expansion into Nordstrom Dress Department in April 2026
Negative
- None.
News Market Reaction
On the day this news was published, LVLU declined 3.52%, reflecting a moderate negative market reaction. Our momentum scanner triggered 3 alerts that day, indicating moderate trading interest and price volatility. This price movement removed approximately $2M from the company's valuation, bringing the market cap to $51M at that time.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
LVLU fell 6.98% while key peers were mixed: RENT -3.13%, BIRD -1.79%, BRIA +1.3%, DBGI +12.52%, TLYS 0%. Moves do not indicate a unified sector trend.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Nov 12 | Q3 2025 earnings | Positive | +4.9% | Improved margins and narrowed net loss with consecutive positive Adjusted EBITDA. |
| Oct 22 | Earnings pre-announcement | Neutral | -5.5% | Scheduling announcement for Q3 2025 results and conference call logistics. |
| Oct 14 | Executive appointment | Positive | +4.2% | Appointment of fractional CFO to drive growth and efficiency initiatives. |
| Aug 14 | New credit facility | Neutral | +5.7% | New asset-based revolver with White Oak and repayment of prior facility. |
| Aug 13 | Q2 2025 earnings | Neutral | +5.7% | Revenue decline but improved net loss, positive Adjusted EBITDA, and lower debt. |
Recent company-specific announcements, including earnings and financing actions, have more often seen positive price reactions, with only one notable negative move on a neutral pre-earnings notice.
Over the last six months, Lulus has focused on stabilizing its financials and strengthening its balance sheet. Q2 and Q3 2025 results showed revenue declines but improving net losses, positive Adjusted EBITDA, and debt reduction, as highlighted on Aug 13 and Nov 12, 2025. A new $20M credit facility was announced on Aug 14, 2025, and a fractional CFO was appointed on Oct 14, 2025. Today’s nationwide Nordstrom expansion fits into this trajectory of shifting from pure DTC toward a broader, partner-driven growth strategy.
Market Pulse Summary
This announcement highlights Lulus’ strategic push beyond its direct-to-consumer roots by rolling out to all Nordstrom stores and deepening placements at Dillard’s and Urban Outfitters. Reported wholesale growth of 143% from 2024–2025 and plans to exceed 100% growth in 2026 underscore the importance of this channel. In context of recent earnings and a new credit facility, investors may watch how wholesale scaling affects margins, cash flow, and future quarterly results.
AI-generated analysis. Not financial advice.
Expansion signals strong in-store performance, retailer confidence, and growing demand for Lulus’ occasionwear as the brand enters its 30th year
CHICO, Calif., Feb. 03, 2026 (GLOBE NEWSWIRE) -- Lulu's Fashion Lounge Holdings, Inc. (“Lulus” or the “Company”) (Nasdaq: LVLU), the attainable luxury fashion brand for life’s most memorable moments, today announced its expansion into all Nordstrom stores nationwide, a major milestone in its wholesale growth. The nationwide rollout reflects strong in-store performance and growing retailer confidence, reinforcing Lulus’ ability to scale beyond its direct-to-consumer roots while staying deeply connected to its customers.
“As we celebrate 30 years, we remain focused on connecting with our customers in meaningful ways,” said Crystal Landsem, CEO of Lulus. “Expanding to all Nordstrom stores is a strong vote of confidence in our brand, product, and customer. Our goal is simple: meet women where they shop, strengthen brand equity, and build partnerships that create mutual long-term value.”
Nationwide Expansion Driven by Strong In-Store Performance
Lulus is now available in all Nordstrom doors, with approximately
Broader Wholesale Footprint Reaches New Customers
- Urban Outfitters: Following a successful Homecoming debut, Lulus expanded its online dress assortment in January 2026 to reach Urban Outfitters’ fashion-forward customer.
- Dillard’s: Lulus doubled its presence to 100 store doors with a Prom assortment in December, including exclusive colorways and categories spanning Juniors and Occasion.
Category Leadership and Accelerating Momentum
Lulus’ wholesale business grew
“Our success reflects how deeply our customer connects with Lulus,” said Patrick Buchanan, SVP Brand Marketing. “Strong performance at partners like Nordstrom proves our brand resonates across channels and positions us for the next 30 years.”
A Complementary Omnichannel Strategy
Wholesale is not a shift from Lulus’ direct-to-consumer foundation, but a strategic evolution to expand awareness, reach new customers, and maintain a consistent brand experience. As Lulus enters its next chapter, its mission remains unchanged: to make women feel beautiful, special, and confident for every milestone, celebration, and everyday moment.
For more information on Lulus, please visit: www.lulus.com.
About Lulus
Headquartered in California and serving millions of customers worldwide, Lulus is an attainable luxury fashion brand for women, offering modern, unapologetically feminine designs at accessible prices for every occasion. Our aim is to make every woman feel confident and celebrated, supporting her for all of life's occasions, big or small - from work desk to dream date, cozying up on the couch to the spotlight of her wedding day. Founded in 1996, Lulus delivers fresh styles to consumers daily, using direct consumer feedback and insights to refine product offerings and elevate the customer experience. Lulus’ world class personal stylists, bridal concierge, and customer care team share an unwavering commitment to elevating style and quality and bring exceptional customer service and personalized shopping to customers around the world. Follow @lulus on Instagram and @lulus on TikTok. Lulus is a registered trademark of Lulu’s Fashion Lounge, LLC. All rights reserved.
Forward Looking Statements
This press release contains “forward-looking statements” within the Private Securities Litigation Reform Act of 1995. All statements other than statements of historical or current fact included in this press release are forward-looking statements, including but not limited to statements regarding our opportunities for category, customer and market expansion, third-party collaborations, growth in the fiscal year ending January 3, 2027 and the long-term growth trajectory of our business. These statements are neither promises nor guarantees, but involve known and unknown risks, uncertainties and other important factors that may cause Lulus’ actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements, including, but not limited to, the risk factors discussed in Part I, Item 1A, “Risk Factors” in Lulus’ Annual Report on Form 10-K for the fiscal year ended December 29, 2024, Part II, Item IA, “Risk Factors” in Lulus’ Quarterly Reports on Form 10-Q for the fiscal quarters ended March 30, 2025 and June 29, 2025, and our other filings with the Securities and Exchange Commission which could cause actual results to differ materially from those indicated by the forward-looking statements made in this press release. Any such forward-looking statements represent management’s estimates as of the date of this press release. While Lulus may elect to update such forward-looking statements at some point in the future, it disclaims any obligation to do so, except as required by law, even if subsequent events cause its views to change.
Contact
Rachel Aschenbrand-Robinson
Press@lulus.com
FAQ
What does Lulus (LVLU) expanding to all Nordstrom stores mean for shoppers and availability?
How fast did Lulus’ wholesale business grow and what does that imply for LVLU in 2026?
When will Lulus expand within Nordstrom’s Dress Department and what will be added for summer 2026?
How has Lulus grown its broader wholesale footprint with other retailers like Dillard’s and Urban Outfitters?
Does Lulus’ Nordstrom expansion change its direct-to-consumer strategy and brand approach?
