Case Study: SPANX™ achieves a digital wholesale transformation and boosted B2B conversions with NuORDER by Lightspeed

How SPANX™ Took a D2C Approach to Wholesale

SPANX™ is a global lifestyle and apparel brand that needed to modernize its wholesale experience as buyer habits shifted toward digital self-serve purchasing. To align B2B with its B2C identity and meet tech-savvy boutique buyers’ expectations, SPANX™ partnered with NuORDER by Lightspeed and adopted its B2B eCommerce tools, including the Campaigns functionality, to bring a curated, visually rich shopping experience to wholesale clients.

Using NuORDER by Lightspeed’s Campaigns, SPANX™ segmented buyers by region, sent curated linesheets and dynamic shoppable PDFs, and paired campaigns with Mailchimp storytelling and shared B2C creative; they tracked opens, engagement, and campaign orders to refine outreach. The results were striking: one campaign drove sales from 46 of 48 accounts and produced a visible increase in purchases, demonstrating that NuORDER by Lightspeed’s platform and insights directly improved wholesale conversion and engagement.

SPANX™