New partnership expands assortment strategy and 3P capabilities for leading U.S. apparel brand
Rithum, a leading global commerce solutions provider, today announced a strategic partnership with Lane Bryant, a leader in women’s apparel and intimates. Through this collaboration, Lane Bryant will join Rithum’s Commerce Solutions network to launch a dropshipping program, unlocking new opportunities for U.S.-based brand partners to list, sell, and fulfill directly on their website.
Lane Bryant’s program will be powered by Rithum’s full-stack commerce infrastructure, which simplifies product onboarding, ensures operational compliance, and provides performance visibility to drive mutual growth for retailers and suppliers. Rithum’s platform will enable participating brands to seamlessly integrate into Lane Bryant’s ecommerce experience without the burden of building one-off connections or managing manual workflows.
“Retailers today need flexibility to test and expand assortments without taking on inventory risk,” said Steve Davis, AVP of Footwear/Accessories & Dropship Development at Lane Bryant. “Our partnership with Rithum allows us to strengthen our ecommerce ecosystem while giving our customers broader access to products they love.”
“Retailers like Lane Bryant are redefining what agility looks like in today’s commerce landscape,” said Blaine Nielsen, President of Retailers division at Rithum. “With Rithum, they’re building a foundation that offers faster assortment expansion, deeper brand collaboration, and ultimately, a better customer experience.”
This collaboration reinforces Rithum’s leadership in enabling ecommerce at scale, helping brands and retailers connect, optimize, and grow more efficiently, without heavy upfront investments.
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