---
title: How SPANX™ took a D2C approach to wholesale
description: In this blog, get a preview of our new case study with SPANX™, where we share their strategy for boosting wholesale order values.
image: https://blog.nuorder.com/hubfs/Blog_CaseStudy-Spanx_Hero.jpeg
---
[](https://nuorder.com)
- Solutions
- [Brand](https://www.nuorder.com/wholesale/)
- [Department Stores](https://www.nuorder.com/assortments/)
- [Specialty Retailers](https://www.nuorder.com/wholesale-buying/)
- [⏩ **Watch on demand** Winning in Wholesale: Closing the Tech Gap](https://go.nuorder.com/winning-wholesale-closing-the-tech-gap?utm_campaign=Winning+in+wholesale&utm_medium=display&utm_source=www&utm_content=blog+nav)
- Products
- [Wholesale](https://www.nuorder.com/wholesale)
- [eCommerce](https://www.nuorder.com/wholesale/ecommerce/)
- [Advanced Sales Tools](https://www.nuorder.com/wholesale/advanced-sales-tools/)
- [Order Management](https://www.nuorder.com/wholesale/order-management/)
- [Flexible Configurations](https://www.nuorder.com/wholesale/flexible-configurations/)
- [Integrated Payments](https://www.nuorder.com/wholesale/integrated-payments/)
- [Actionable Insights](https://www.nuorder.com/wholesale/actionable-insights/)
- [Assortments](https://www.nuorder.com/assortments/)
- [For Brands](https://www.nuorder.com/assortments/brands/)
- [For Retailers](https://www.nuorder.com/assortments/retailers/)
- [Point of Sale](https://www.lightspeedhq.com/pos/retail/)
- [📖 **Get the Guide ** The Death of Disconnected Wholesale: Learn how wholesale has become more connected](https://go.nuorder.com/death-of-disconnected-wholesale-guide)
- Resources
- Resource Library
- [Case Studies](https://www.nuorder.com/resources-archive/#filter-case-study)
- [Blog](https://blog.nuorder.com/)
- [Knowledge Base](https://helpdesk.nuorder.com/hc/en-us/)
- [Learning & Support](https://learning-support.nuorder.com/)
- [📖 **NEW!** State of B2B eCommerce 2026: Wholesale Reengineered](https://go.nuorder.com/report-state-b2b-ecommerce-2026-wholesale-reengineered?utm_campaign=2026+b2b+report&utm_medium=display&utm_source=www&utm_content=blog+nav)
Log In
Get Started
Blog home B2B eCommerce Blog eCommerce tools All topics
## Blog menu
Blog home B2B eCommerce Blog eCommerce tools All topics
[ Case study ](https://6465908.hs-sites.com/topic?slug=case-study&page=1)
# How SPANX™ took a D2C approach to wholesale
In this blog, get a preview of our new case study with SPANX™, where we share their strategy for boosting wholesale order values.
### Discover a better way to run your wholesale
[ Talk to our team **
](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLK26dqakqd%2FGfw8YDOhem1QoEDs7VL9UzC6foJig7hO%2F3kMQMzp6USlKsEZ0IQmM2cqePGYwdQdBbg0KKDZIYwtr9sHcIcTbPgU%2B1wL4NHySGVMsBNQto4jeX9wTIyGoUaoCoY5wHNN%2Fhyhvf03FkXxUfLOcLH18Mom%2FBxUrQ%2Bi&portalId=6465908)
Lifestyle brand SPANX™ has revolutionized an industry with innovative and customer-minded products. They've taken this same innovative approach by applying a direct-to-consumer (D2C) to their wholesale business. The result? Significant increases in conversions and order values. Read on to learn more.
## 
*Want to skip ahead and read the full case study? Click the button below:*
[See what drove results for SPANX™: Read the full case study
](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLIY3pasdQEBKoUMZQ53onLcpaGiOCrpCpnxOGEXaeie0lw7U%2Fbju8p%2F%2F809xQouWV%2BW7X%2FE%2FDnmC6B0kpW3z642G0GJxr3uPk0bP4xA9dfv7V31o2e7SdJwzHO%2FeN%2BjbP%2B%2BthrkOxRhg4JztQIy0Ow%2F5XIgrzT%2BJERPMzr8PNyQNMhXsa6TuXswjJPvp2mI59gphfSWKRdfrg3kWl7cKDzWixLkrVVtIDcTHBtjlHs%3D&portalId=6465908)
## Changing buyer demographics
B2B buyers aren't *just* B2B buyers. More likely than not, they shop as consumers as well. With this in mind, SPANX™ knew they had an opportunity to better serve these buyers with an elevated shopping experience, just like they would receive from a D2C experience. So, how did they make this happen?
## Team-wide collaboration
The SPANX™ B2B team started by tapping their B2C team to implement product imagery and lifestyle visuals into their B2B experience. Equipped with a functional and customizable B2B portal, they were able to easily update their [Virtual Showrooms](https://blog.nuorder.com/virtual-showrooms-nuorder) and [Campaigns](https://blog.nuorder.com/best-practices-to-boost-orders-with-campaigns-ez-orders) with fresh and visually-impactful materials that could excite their B2B buyers.
## B2C-like wholesale, and then some
Next, they took it a step further by strategically using a B2B platform that allowed them to create Campaigns targeted at specific buyer accounts and send personalized, shoppable, and prefilled line sheets straight to their inbox. This innovative B2B outreach had significant results for the brand; one campaign received sales from 46 of 48 accounts.
## Wrap-Up
Ultimately, SPANX™ uses a smart and thoughtful approach to run its wholesale business successfully. They can create and track the results of all their Campaigns, all while offering an elevated B2B buying experience that makes it easy for their B2B buyers to shop and stay in the loop with their latest products. Read more about their winning wholesale strategy in their new case study. Click the button below to get your copy.
[See what drove results for SPANX™: Read the full case study
](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLIY3pasdQEBKoUMZQ53onLcpaGiOCrpCpnxOGEXaeie0lw7U%2Fbju8p%2F%2F809xQouWV%2BW7X%2FE%2FDnmC6B0kpW3z642G0GJxr3uPk0bP4xA9dfv7V31o2e7SdJwzHO%2FeN%2BjbP%2B%2BthrkOxRhg4JztQIy0Ow%2F5XIgrzT%2BJERPMzr8PNyQNMhXsa6TuXswjJPvp2mI59gphfSWKRdfrg3kWl7cKDzWixLkrVVtIDcTHBtjlHs%3D&portalId=6465908)
Share article
[](https://www.instagram.com/nuorder/) [](https://www.instagram.com/nuorder/) [](https://www.facebook.com/NuORDERwholesale/) [](mailto:heroes@nuorder.com)
Inside this post 
## Related articles
[case study](https://6465908.hs-sites.com/topic?slug=case-study&page=1)
#### [ Wholesale savvy: Why Arc’teryx wants to be the easiest brand to work with ](https://blog.nuorder.com/wholesale-savvy-why-arcteryx-wants-to-be-the-easiest-brand-to-work-with)
[case study](https://6465908.hs-sites.com/topic?slug=case-study&page=1)
#### [ How to partner with retailers in ways that promote greater revenue and minimize risk ](https://blog.nuorder.com/how-to-partner-with-retailers-in-ways-that-promote-greater-revenue-and-minimize-risk)
[case study](https://6465908.hs-sites.com/topic?slug=case-study&page=1)
#### [ How 7 For All Mankind’s efficient backend operations enhance the customer experience ](https://blog.nuorder.com/how-7-for-all-mankinds-efficient-backend-operations-enhance-the-customer-experience)
[case study](https://6465908.hs-sites.com/topic?slug=case-study&page=1)
#### [ How Santoni woos wholesale buyers in the competitive footwear market ](https://blog.nuorder.com/how-santoni-woos-wholesale-buyers-in-the-competitive-footwear-market)
## Get on the list
Wholesale tips and industry news you can’t miss, delivered weekly
### Are you ready to *transform* your wholesale business?
See how NuORDER by Lightspeed can help you reach new heights.
[ Talk to an expert
](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLKTDTbBempP%2BRIjgS9pAHdxVMcaOeuSCue926M3eS2Rv%2BdhlcAIirVFnV1lTIGUbsza0Fi2DJZGmb5f94C0BOHDgW4mgifcbgw8devaI11srUFx5DCBpB0Lg4jOVK9Tv6D5DWpy68tMh6%2BJiSpfUiu6tmeWXBL5FV79tyUkVbdm&portalId=6465908)
Demo request
Log in
- Network
- [Exclusive Retailers](https://www.nuorder.com/exclusive-retailers)
- [Partner Program](https://www.nuorder.com/partners/)
- [Resources ](https://www.nuorder.com/resources-archive/)
- [Content Library](https://www.nuorder.com/resources-archive/)
- [Blog](https://blog.nuorder.com/)
- [Case Studies](https://www.nuorder.com/resources-archive/#filter-case-studies)
- [eBooks & Guides](https://www.nuorder.com/resources-archive/#filter-ebooks)
- [Webinars](https://www.nuorder.com/resources-archive/#filter-webinars)
- [Learning & Support](https://learning-support.nuorder.com/)
- [Knowledge Base](https://helpdesk.nuorder.com/hc/en-us/)
- Company
- [About Us](https://www.nuorder.com/about-us/)
- [Careers](https://www.lightspeedhq.com/careers/)
- [Contact Us](https://www.nuorder.com/contactus/)
- [Privacy Policy](https://www.lightspeedhq.com/legal/privacy-policy/)
- [Terms & Conditions](https://www.nuorder.com/terms-and-conditions/)
Get the latest wholesale tips and industry news from our blog delivered to your inbox.
@2025 NuORDER Inc. All Rights Reserved
- [Resources ](https://www.nuorder.com/resources-archive/)
- [Content Library](https://www.nuorder.com/resources-archive/)
- [Blog](https://blog.nuorder.com/)
- [Case Studies](https://www.nuorder.com/resources-archive/#filter-case-studies)
- [eBooks & Guides](https://www.nuorder.com/resources-archive/#filter-ebooks)
- [Webinars](https://www.nuorder.com/resources-archive/#filter-webinars)
- [Learning & Support](https://learning-support.nuorder.com/)
- [Knowledge Base](https://helpdesk.nuorder.com/hc/en-us/)
- Network
- [Exclusive Retailers](https://www.nuorder.com/exclusive-retailers)
- [Partner Program](https://www.nuorder.com/partners/)
- Company
- [About Us](https://www.nuorder.com/about-us/)
- [Careers](https://www.lightspeedhq.com/careers/)
- [Contact Us](https://www.nuorder.com/contactus/)
- [Privacy Policy](https://www.lightspeedhq.com/legal/privacy-policy/)
- [Terms & Conditions](https://www.nuorder.com/terms-and-conditions/)
Demo request
Log in
Get the latest wholesale tips and industry news from our blog delivered to your inbox.
@2025 NuORDER Inc. All Rights Reserved