Attainable luxury fashion brand, Lulus recorded exceptional performance in the wholesale channel, which grew by 143 per cent Y-o-Y from 2024 to 2025. Despite a broader digital cooling in the apparel sector, Lulus is successfully capturing the ‘return to retail’ sentiment; currently, 55 per cent of the brand’s sales at Nordstrom are generated through physical locations. This expansion is not merely a distribution play but a strategic response to Gen Z and Millennial consumers who are increasingly prioritizing tactile, in-person shopping for ‘milestone’ occasionwear.
Category diversification and retail resilience
To sustain this momentum, Lulus is preparing a significant assortment expansion within Nordstrom’s Dress Department set for April 2026. The new collection will introduce a wider range of daytime dresses and ‘investment basics’ to complement its dominant special-occasion portfolio. This diversification comes as the company navigates a volatile fiscal landscape, having recently reported a 9 per cent decline in net revenue to $73.6 million in late 2025. However, by doubling its footprint in other major retailers like Dillard’s - reaching 100 doors—and expanding its presence at Urban Outfitters, Lulus is leveraging wholesale as a low-customer-acquisition-cost (CAC) vehicle. This ‘fewer and better’ partnership model aims to stabilize margins while the brand targets a return to 100 per cent wholesale growth by FY26-end.
Founded in 1996, Lulus is a California-based fashion house specializing in attainable luxury occasionwear and feminine daytime apparel. The company serves millions of customers globally via its digital platform and elite retail partners like Nordstrom and Dillard's. Lulus is currently scaling its omnichannel presence to achieve positive adjusted EBITDA through strategic wholesale expansion.
