Lane Bryant enlists Rithum for dropshipping programme pitched at US brand partners

Rithum has announced a partnership with Lane Bryant, a specialist in women’s apparel and intimates.

Lane Bryant will join its Commerce Solutions network to launch a dropshipping programme, with the aim of unlocking new opportunities for US-based brand partners to list, sell, and fulfill directly on its website.

This will be powered by Rithum’s full stack commerce infrastructure. Its platform will enable participating brands to integrate into Lane Bryant’s e-commerce 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,” says Steve Davis, AVP of Footwear/Accessories & Dropship Development at Lane Bryant. “Our partnership with Rithum allows us to strengthen our e-commerce 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,” says 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.”

2026 RTIH Innovation Awards

E-commerce will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.