Lulus Fashion Lounge Holdings Inc. has forged a strategic collaboration with Dillard’s. This marks a significant milestone in Lulus’ wholesale strategy aimed at reaching new audiences and expanding the brand’s distribution footprint across key markets.

As part of the collaboration, Lulus will bring its latest collections to more than 30 Dillard’s stores nationwide, offering a selection of special occasion and event apparel. The brand was never carried in Dillard’s previously. Lulus also plans to introduce an expanded Prom collection at Dillard’s in early 2025, further strengthening the brand’s presence in the special occasion market.

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“Working with Dillard’s is a pivotal step in our broader strategy to amplify Lulus’ presence in key markets,” said Crystal Landsem, chief executive officer 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 brand as we move forward together”.”

Alexandra Dillard Lucie, vice president of merchandising at Dillard’s 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 2021, Lulus went public, trading on the Nasdaq.

For its second quarter ended June 30, net revenues were $92 million, down 13 percent from the $106.1 million in the year-ago quarter. The company had a net loss of $10.8 million, compared to a net loss of $2.6 million in the same quarter last year.

Last year, Lulus, which shuttered its stores in 2008 and went totally digital, reentered the retail scene in a big way with an expansive 6,000-square-foot store at 8303 Melrose Avenue in Los Angeles, as reported.

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