Contemporary women's fashion brand moves from a dedicated California facility to Cart.com’s Texas operation, shipping Labor Day orders next day while adding capacity for more complex retail programs

Cart.com, a leading commerce solutions provider, today announced a partnership with For Love & Lemons, the contemporary women’s fashion brand, to manage U.S. fulfillment across its direct-to-consumer and wholesale businesses. The move gives For Love & Lemons 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 programs placed additional demands on fulfillment.

"We had reached a point where our fulfillment operation was limiting how efficiently we could grow," said Laura Hall, co-founder of 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 1200 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, drop-ship and other retail programs that require brands to meet stringent fulfillment, 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.

"Fulfillment capacity gets tested when volume spikes and when a major retail partner adds complexity at the same time," said 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."

The partnership replaces a fixed, single-brand fulfillment model with infrastructure designed to flex as For Love & Lemons’ channel mix and order volume change. It also extends the brand’s fulfillment reach from a West Coast operation to a more central U.S. location serving major customer markets including New York, Los Angeles, San Francisco and Miami.

For Love & Lemons joins Pacsun, Milk Makeup, ILIA, Thursday Boots, Janie & Jack and Organifi among the brands running fulfillment and commerce infrastructure with Cart.com.

About For Love & Lemons

For Love & Lemons was founded in 2011 by lifelong best friends, Laura Hall and Gillian Rose Kern, who aspired to create beautiful dresses and lingerie that would be cherished forever. Known for its flattering silhouettes and exquisite attention to detail, the brand creates romantic, distinctive pieces that celebrate individuality and inspire creative self-expression.

About Cart.com

Cart.com is a commerce and logistics infrastructure company serving brands, retailers and government agencies. Through an integrated suite of software, AI, services and operations, Cart.com helps organizations attract customers, drive sales, fulfill demand and optimize the customer experience across every channel. By bringing together commerce technologies, marketing services and a nationwide fulfillment network, Cart.com supports thousands of customers and coordinates more than 80 million orders annually across 15 fulfillment and distribution centers. Category-leading brands including Pacsun, Milk Makeup, ILIA, Thursday Boots, Janie & Jack and Organifi rely on Cart.com. For more information, visit Cart.com.

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