For Love & Lemons has enlisted Cart.com to manage US fulfilment across its direct-to-consumer and wholesale businesses. It says that the move gives it greater capacity to absorb peak DTC demand, meet the requirements of major retail partners and reach customers across the country faster.

For a decade, For Love & Lemons operated as the only brand in a dedicated California fulfillment facility. The model gave the company significant control over its operation but tied its cost structure and capacity to a facility entirely supported by its own volume. As the business grew, those constraints became most visible during its highest volume periods, when semiannual sales could create weeks-long order backlogs, and in wholesale, where larger and more complex retail programmes placed additional demands on fulfilment.

"We had reached a point where our fulfillment operation was limiting how efficiently we could grow," says Laura Hall, Co-founder at For Love & Lemons. "Our biggest sales could leave orders backed up for weeks, and expanding with major retail partners required capabilities our existing setup was not built to support. During this year's Labor Day sale, Cart.com was getting orders out the next day. That changes the experience for our customers and gives us more room to grow across DTC and wholesale."

The partnership got another early test in October, when the brand released its A Court of Thorns and Roses collaboration. 75% of the collection sold out within 48 hours and Cart.com shipped 1,200 orders in 24 hours using its standard operations, with no added staffing or special setup.

For Love & Lemons began shipping from Cart.com's Terrell, Texas, facility in July. The central location has shortened transit times to East Coast customers, while the move from a dedicated facility to Cart.com's shared infrastructure has lowered costs across storage, shipping and handling. The shift is particularly significant for a business where DTC represents roughly 60% to 70% of sales, with wholesale accounting for the balance.

The new operation also gives For Love & Lemons additional capacity to pursue marketplace, dropship and other retail programmes that require brands to meet stringent fulfilment, routing and compliance requirements. Cart.com managed the physical inventory transition, coordinating with C.H. Robinson to move the brand’s full stock from California to Texas.

"Fulfilment capacity gets tested when volume spikes and when a major retail partner adds complexity at the same time," says Joe Barth, President, Fulfillment Solutions at Cart.com. "For Love & Lemons needed an operation that could handle both without forcing the brand to build for its single busiest week of the year. The Labor Day sale was an early proof point: orders moved out the next day during a peak period, while the same infrastructure gives the brand the flexibility to support more demanding wholesale programs as it grows."

2026 RTIH Innovation Awards

Supply chain technology was a key focus area at the 2026 RTIH Innovation Awards.

Check out our winners here.

The awards celebrate global retail technology innovation in a fast moving omnichannel world. Our winners were revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

The event consisted of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.