Lulus Expands Into Macy's and Bloomingdale's as Wholesale Revenue Nearly Doubles

Quick Facts

Lulus launched in 30 Macy’s stores and 16 Bloomingdale’s locations nationwide in August 2026.
The brand’s wholesale business nearly doubled year-over-year in both Q1 and Q2 2026, following 143% growth from 2024 to 2025.
Overall Q2 2026 revenue fell 17% to $67.8 million, but gross margin hit 48.6%, the highest second-quarter margin since 2021.

Lulus Fashion Lounge is expanding its physical retail footprint fast. The women’s apparel brand announced in August 2026 that it is now available in 30 Macy’s stores and online, as well as 16 Bloomingdale’s locations and online. The rollout marks the brand’s 30th anniversary year.

At Macy’s, Lulus is positioned in the Young Contemporary Dress department with everyday styles and occasion wear for homecoming, prom, and graduations. At Bloomingdale’s, it launched in the Sunset + Spring department alongside brands including Steve Madden and En Saison, starting with a homecoming assortment before expanding into ready-to-wear for the resort season.

Wholesale Is Working

The numbers support the strategy. Lulus’ wholesale business grew 143% year-over-year from 2024 to 2025. In Q4 2024, wholesale revenue rose 76% year-over-year. That momentum carried into 2026, with wholesale nearly doubling in both Q1 and Q2.

CEO Crystal Landsem credited the channel shift in the company’s Q2 earnings commentary. “Our wholesale business again nearly doubled year-over-year, reinforcing that customer demand for the Lulus brand extends well beyond our owned channels,” she said.

The Macy’s and Bloomingdale’s deals are the latest in a string of wholesale partnerships. In February 2026, Lulus expanded into all Nordstrom retail locations nationwide, with internal data showing 55% of Nordstrom-generated sales came from physical stores. The brand also launched an Amazon storefront in March 2026 with a curated dress assortment, most of it exclusive to the platform. Other partners include Dillard’s, where Lulus doubled its presence to 100 store doors, Urban Outfitters, and Victoria’s Secret.

DTC Still the Foundation

Lulus is not abandoning its direct-to-consumer roots. Company leadership frames wholesale as an addition, not a replacement. SVP of Brand Marketing Patrick Buchanan pointed to a shift in consumer behavior. “Especially in the years since Covid, young people are redefining what shopping looks like for them,” he said. “We’ve seen a surge of people, particularly young people, returning to stores, so we see wholesale as an opportunity to keep reaching newer and younger customers.”

The channel also carries financial benefits beyond revenue. Lulus spent roughly $700,000 less on marketing year-over-year last quarter. Reaching customers through retail partners lowers acquisition costs compared to paid digital channels.

Financials Show Mixed Picture

Total revenue tells a complicated story. Lulus posted $67.8 million in Q2 2026 revenue, down 17% from the prior year. For full-year 2025, net revenue came in at $282.3 million, an 11% decline. The company recorded a net loss of $1.5 million in Q2 2026, improved from a $3.0 million loss in the same period a year earlier.

Gross margin is moving in the right direction. Q2 2026 gross margin reached 48.6%, up 330 basis points year-over-year and the strongest second-quarter result since 2021. The company reported four consecutive quarters of product margin expansion through fiscal 2025, resulting in a 200-basis-point improvement for the full year.

Lulus is taking what it calls a “fewer and better” approach to wholesale partners. Chief Merchandising Officer Laura Deady summed up the ambition plainly: “We are making major strides in building a future where Lulus is part of every major shopping decision our customer makes.”