Lane Bryant Joins Rithum’s Expanding Commerce Solutions Network to Power Dropshipping

New partnership expands assortment strategy and 3P capabilities for leading U.S. apparel brand

ATLANTA--(BUSINESS WIRE)--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.

For more information about Rithum, visit www.rithum.com

About Lane Bryant

Lane Bryant is an American fashion brand that offers a unique combination of elevated and casual apparel in sizes 10-40. The Lane Bryant assortment dresses customers from weekday to weekend, offering apparel that includes denim, pants, skirts, tops, dresses, jackets, and outerwear.

Lane Bryant also offers footwear in sizes 7W-12W and accessories. Lane Bryant's Cacique® intimate apparel brand offers impeccably designed everyday panties, bras and sleep, lounge, and swimwear, as well as Seriously Sexy lingerie. Bras are offered in 97 sizes, in band sizes in 34-54 and cup sizes B-K.

Lane Bryant fashions and Cacique Intimates are available nationwide at 400 Lane Bryant stores and online at lanebryant.com.

About Rithum

Rithum (formerly CommerceHub and ChannelAdvisor) is a leading global commerce solution that supports the entire commerce journey—from product listing and discovery to order fulfillment and performance optimization. By streamlining the path to purchase, Rithum enables brands and retailers to operate more efficiently, so they can maximize profitability.

With AI-powered automation, unified insights, and seamless integration across commerce and media channels, Rithum enables your team to focus on growth strategies while we handle the complexity of omnichannel orchestration. Whether you’re launching new products, expanding into new markets, or optimizing retail media campaigns, Rithum helps you turn every customer touchpoint into a revenue-driving opportunity.

Top global retailers and brands, including Adidas, Best Buy, B&Q, Draper Tools, The Home Depot, and Zalando, trust Rithum to streamline their commerce operations and maximize results. With teams based in the U.S., U.K., Ireland, Spain, and Australia, we partner with clients worldwide to make commerce smarter, faster, and more connected.