Lane Bryant has partnered with Rithum to introduce the new dropshipping programme for its US e-commerce operations.

Lane Bryant footwear/accessories and dropship development AVP Steve Davis said: “Retailers today need flexibility to test and expand assortments without taking on inventory risk. Our partnership with Rithum allows us to strengthen our e-commerce ecosystem while giving our customers broader access to products they love.”

The initiative is aimed at broadening the retailer’s online assortment while strengthening its third-party (3P) marketplace capabilities.

The programme will be supported by Rithum’s full-stack commerce infrastructure, which covers product onboarding, operational compliance and performance visibility for participating retailers and suppliers.

According to Rithum, the platform enables brands to connect with Lane Bryant’s e-commerce systems without the need to build individual technical integrations or manage manual processes.

Rithum's retailers division president Blaine Nielsen added: “Retailers like Lane Bryant are redefining what agility looks like in today’s commerce landscape. With Rithum, they’re building a foundation that offers faster assortment expansion, deeper brand collaboration, and ultimately, a better customer experience.”

Lane Bryant focuses on women’s apparel while its Cacique intimates brand offers products such as sleepwear, loungewear and swimwear.

The retailer operates around 400 stores across the US.

Previously known as CommerceHub and ChannelAdvisor, Rithum provides commerce software that supports product listing, order fulfilment and performance optimisation.

Its client base includes global retailers and brands such as Adidas, Best Buy, B&Q, The Home Depot and Zalando.

The company has teams based across the US, the UK, Ireland, Spain and Australia.