
AVO to Take Over lululemon’s Prime Retail Space in All Current Bookstore Locations


DBGI Corp. (NASDAQ:DBGI) a publicly traded company specializing in eCommerce and fashion today announced that its AVO brand has

<p xmlns="http://www.w3.org/1999/xhtml">
<b xmlns="http://www.w3.org/1999/xhtml">AVO to Take Over lululemon’s Prime Retail Space in All Current Bookstore Locations</b>

</p><p xmlns="http://www.w3.org/1999/xhtml">
<b xmlns="http://www.w3.org/1999/xhtml">DBGI Corp. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/quote/DBGI">DBGI</a>) </b>a publicly traded company specializing in eCommerce and fashion today announced that its AVO brand has partnered with the largest college bookstore chain, which has over 1,000 bookstore locations.

</p><p xmlns="http://www.w3.org/1999/xhtml">
Additionally, AVO will assume all prime retail floor space currently occupied by Lululemon across all bookstores. The Company plans to maintain this footprint while rolling out its store-in-store concept, integrating customization-focused technology and enhanced customer experiences into every location.

</p><p xmlns="http://www.w3.org/1999/xhtml">
"We were often tucked away upstairs or in the back corners of bookstores, yet our strong sell-through rates prove that compelling products and real value will always create strong customer demand,&#34; said Hil Davis, CEO of Digital Brands Group. &#34;The world’s largest retailers built their multi billion-dollar brands on offering a great customer value proposition. We are doing the exact same thing in collegiate licensing."

</p><p xmlns="http://www.w3.org/1999/xhtml">
<b xmlns="http://www.w3.org/1999/xhtml">About Digital Brands Group</b>

</p><p xmlns="http://www.w3.org/1999/xhtml">
We offer a wide variety of apparel through numerous brands on a both direct-to-consumer and wholesale basis. We have created a business model derived from our founding as a digitally native-first vertical brand. We focus on owning the customer&#39;s &#34;closet share&#34; by leveraging their data and purchase history to create personalized targeted content and looks for that specific customer cohort.

</p><p xmlns="http://www.w3.org/1999/xhtml">
<b xmlns="http://www.w3.org/1999/xhtml"><i xmlns="http://www.w3.org/1999/xhtml">Forward-looking Statements</i></b>

</p><p xmlns="http://www.w3.org/1999/xhtml">
Certain statements included in this release are &#34;forward-looking statements&#34; within the meaning of the federal securities laws. Forward-looking statements are made based on our expectations and beliefs concerning future events impacting DBG and therefore involve several risks and uncertainties. You can identify these statements by the fact that they use words such as "will," "anticipate," "estimate," "expect," "should," and "may" and other words and terms of similar meaning or use of future dates, however, the absence of these words or similar expressions does not mean that a statement is not forward-looking. All statements regarding DBG’s plans, objectives, projections and expectations relating to DBG’s operations or financial performance, and assumptions related thereto are forward-looking statements. We caution that forward-looking statements are not guarantees and that actual results could differ materially from those expressed or implied in the forward-looking statements. DBG undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise, except as required by law. Potential risks and uncertainties that could cause the actual results of operations or financial condition of DBG to differ materially from those expressed or implied by forward-looking statements include, but are not limited to: risks arising from the widespread outbreak of an illness or any other communicable disease, or any other public health crisis, including the coronavirus (COVID-19) global pandemic; the level of consumer demand for apparel and accessories; disruption to DBGs distribution system; the financial strength of DBG’s customers; fluctuations in the price, availability and quality of raw materials and contracted products; disruption and volatility in the global capital and credit markets; DBG’s response to changing fashion trends, evolving consumer preferences and changing patterns of consumer behavior; intense competition from online retailers; manufacturing and product innovation; increasing pressure on margins; DBG’s ability to implement its business strategy; DBG’s ability to grow its wholesale and direct-to-consumer businesses; retail industry changes and challenges; DBG’s and its vendors’ ability to maintain the strength and security of information technology systems; the risk that DBG’s facilities and systems and those of our third-party service providers may be vulnerable to and unable to anticipate or detect data security breaches and data or financial loss; DBG’s ability to properly collect, use, manage and secure consumer and employee data; stability of DBG’s manufacturing facilities and foreign suppliers; continued use by DBG’s suppliers of ethical business practices; DBG’s ability to accurately forecast demand for products; continuity of members of DBG’s management; DBG’s ability to protect trademarks and other intellectual property rights; possible goodwill and other asset impairment; DBG’s ability to execute and integrate acquisitions; changes in tax laws and liabilities; legal, regulatory, political and economic risks; adverse or unexpected weather conditions; DBG&#39;s indebtedness and its ability to obtain financing on favorable terms, if needed, could prevent DBG from fulfilling its financial obligations; and climate change and increased focus on sustainability issues. More information on potential factors that could affect DBG’s financial results is included from time to time in DBG’s public reports filed with the SEC, including DBG’s Annual Report on Form 10-K, and Quarterly Reports on Form 10-Q, and Forms 8-K filed or furnished with the SEC.

</p><p xmlns="http://www.w3.org/1999/xhtml"><img xmlns="http://www.w3.org/1999/xhtml" alt="" src="https://cts.businesswire.com/ct/CT?id=bwnews&amp;sty=20260707428870r1&amp;sid=benz2&amp;distro=nx&amp;lang=en" style="width:0;height:0"></img><span xmlns="http://www.w3.org/1999/xhtml" class="bwct31415"></span></p><p xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink"><span xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink-phrase">View source version on businesswire.com: </span><span xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink-link"><a xmlns="http://www.w3.org/1999/xhtml" href="https://www.businesswire.com/news/home/20260707428870/en/" rel="nofollow">https://www.businesswire.com/news/home/20260707428870/en/</a></span></p><p xmlns="http://www.w3.org/1999/xhtml">
Digital Brands Group, Inc. Company Contact
<br xmlns="http://www.w3.org/1999/xhtml"></br><b xmlns="http://www.w3.org/1999/xhtml">Hil Davis</b>, CEO
<br xmlns="http://www.w3.org/1999/xhtml"></br>Email: <a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="mailto:invest@digitalbrandsgroup.co" shape="rect">invest@digitalbrandsgroup.co</a>

</p>

DBGI

DBGI Announces Partnership with Largest College Bookstore Chain with Over 1,000 Locations

AVO to Occupy Lululemon Space in 1,000+ College Bookstores, Expanding DBGI Footprint

<section class="insight" data-version="1">
  <section data-block="information">
    <h3>Information</h3>
    <p>AVO to Take Over lululemon’s Prime Retail Space in All Current Bookstore Locations


DBGI Corp. (NASDAQ:DBGI) a publicly traded company specializing in eCommerce and fashion today announced that its AVO brand has</p>
  </section>

  <section data-block="ai-summary-paragraph">
    <h3>AI Summary</h3>
    <p>DBGI&#039;s AVO brand will assume Lululemon’s prime floors across all college bookstores, deploying a store-in-store concept with customization tech. The partnership with the largest college bookstore chain expands DBGI&#039;s wholesale/retail footprint and brand exposure. Success hinges on execution and demand, with potential meaningful revenue uplift but execution risk remains.</p>
  </section>

  <section data-block="ai-summary-bullets">
    <h3>Key Points</h3>
    <ul><li>AVO to take Lululemon prime college-store space; store-in-store rollout planned.</li><li>Footprint spans over 1,000 college bookstore locations; expansion underway.</li><li>Hil Davis: strong sell-through supports value proposition in collegiate licensing.</li><li>Disclosures outline risks: demand, supply chain, data security; results vary.</li></ul>
  </section>

  <section data-block="companies-mentioned">
    <h3>Companies Mentioned</h3>
    <ul><li><strong>Digital Brands Group, Inc. (DBGI)</strong>: Announces AVO expansion; strategic growth lever for the company.</li><li><strong>AVO Brand (DBGI-AVO)</strong>: DBGI brand expanding into college bookstores via a store-in-store model.</li><li><strong>Lululemon Athletica, Inc. (LULU)</strong>: Prime bookstore spaces currently held by LULU transitioning to AVO; potential competitive impact.</li></ul>
  </section>

  <section data-block="category">
    <h3>Corporate Developments</h3>
    <p>Category: Corporate Developments. The release describes a strategic partnership and footprint expansion that could alter DBGI&#039;s wholesale/retail mix and exposure to collegiate licensing.</p>
  </section>

  <section data-block="market-moving">
    <h3>Market-Moving</h3>
    <ul><li>AVO&#039;s 1,000+ store footprint could materially improve revenue visibility.</li><li>Displacing Lululemon space may boost AVO exposure; LULU impact uncertain.</li><li>Market reacts to execution progress and early sell-through data.</li><li>Macro demand shifts and supply chain dynamics could cap upside.</li></ul>
  </section>

  <section data-block="key-facts">
    <h3>Key Facts</h3>
    <ul><li>Date: July 7, 2026.</li><li>AVO to take over Lululemon’s prime space in all current bookstore locations.</li><li>Partnership covers over 1,000 college bookstore locations.</li><li>Store-in-store concept with customization-focused technology planned.</li><li>Hil Davis serves as CEO of Digital Brands Group.</li></ul>
  </section>

  <section data-block="trading-thesis">
    <h3>Trading Thesis</h3>
    <p>Bullish catalyst; roll-out could lift revenue visibility in 6–12 months.</p>
  </section>
</section>


<p xmlns="http://www.w3.org/1999/xhtml">
<b xmlns="http://www.w3.org/1999/xhtml">AVO to Take Over lululemon’s Prime Retail Space in All Current Bookstore Locations</b>

</p><p xmlns="http://www.w3.org/1999/xhtml">
<b xmlns="http://www.w3.org/1999/xhtml">DBGI Corp. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/quote/DBGI">DBGI</a>) </b>a publicly traded company specializing in eCommerce and fashion today announced that its AVO brand has partnered with the largest college bookstore chain, which has over 1,000 bookstore locations.

</p><p xmlns="http://www.w3.org/1999/xhtml">
Additionally, AVO will assume all prime retail floor space currently occupied by Lululemon across all bookstores. The Company plans to maintain this footprint while rolling out its store-in-store concept, integrating customization-focused technology and enhanced customer experiences into every location.

</p><p xmlns="http://www.w3.org/1999/xhtml">
"We were often tucked away upstairs or in the back corners of bookstores, yet our strong sell-through rates prove that compelling products and real value will always create strong customer demand,&#34; said Hil Davis, CEO of Digital Brands Group. &#34;The world’s largest retailers built their multi billion-dollar brands on offering a great customer value proposition. We are doing the exact same thing in collegiate licensing."

</p><p xmlns="http://www.w3.org/1999/xhtml">
<b xmlns="http://www.w3.org/1999/xhtml">About Digital Brands Group</b>

</p><p xmlns="http://www.w3.org/1999/xhtml">
We offer a wide variety of apparel through numerous brands on a both direct-to-consumer and wholesale basis. We have created a business model derived from our founding as a digitally native-first vertical brand. We focus on owning the customer&#39;s &#34;closet share&#34; by leveraging their data and purchase history to create personalized targeted content and looks for that specific customer cohort.

</p><p xmlns="http://www.w3.org/1999/xhtml">
<b xmlns="http://www.w3.org/1999/xhtml"><i xmlns="http://www.w3.org/1999/xhtml">Forward-looking Statements</i></b>

</p><p xmlns="http://www.w3.org/1999/xhtml">
Certain statements included in this release are &#34;forward-looking statements&#34; within the meaning of the federal securities laws. Forward-looking statements are made based on our expectations and beliefs concerning future events impacting DBG and therefore involve several risks and uncertainties. You can identify these statements by the fact that they use words such as "will," "anticipate," "estimate," "expect," "should," and "may" and other words and terms of similar meaning or use of future dates, however, the absence of these words or similar expressions does not mean that a statement is not forward-looking. All statements regarding DBG’s plans, objectives, projections and expectations relating to DBG’s operations or financial performance, and assumptions related thereto are forward-looking statements. We caution that forward-looking statements are not guarantees and that actual results could differ materially from those expressed or implied in the forward-looking statements. DBG undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise, except as required by law. Potential risks and uncertainties that could cause the actual results of operations or financial condition of DBG to differ materially from those expressed or implied by forward-looking statements include, but are not limited to: risks arising from the widespread outbreak of an illness or any other communicable disease, or any other public health crisis, including the coronavirus (COVID-19) global pandemic; the level of consumer demand for apparel and accessories; disruption to DBGs distribution system; the financial strength of DBG’s customers; fluctuations in the price, availability and quality of raw materials and contracted products; disruption and volatility in the global capital and credit markets; DBG’s response to changing fashion trends, evolving consumer preferences and changing patterns of consumer behavior; intense competition from online retailers; manufacturing and product innovation; increasing pressure on margins; DBG’s ability to implement its business strategy; DBG’s ability to grow its wholesale and direct-to-consumer businesses; retail industry changes and challenges; DBG’s and its vendors’ ability to maintain the strength and security of information technology systems; the risk that DBG’s facilities and systems and those of our third-party service providers may be vulnerable to and unable to anticipate or detect data security breaches and data or financial loss; DBG’s ability to properly collect, use, manage and secure consumer and employee data; stability of DBG’s manufacturing facilities and foreign suppliers; continued use by DBG’s suppliers of ethical business practices; DBG’s ability to accurately forecast demand for products; continuity of members of DBG’s management; DBG’s ability to protect trademarks and other intellectual property rights; possible goodwill and other asset impairment; DBG’s ability to execute and integrate acquisitions; changes in tax laws and liabilities; legal, regulatory, political and economic risks; adverse or unexpected weather conditions; DBG&#39;s indebtedness and its ability to obtain financing on favorable terms, if needed, could prevent DBG from fulfilling its financial obligations; and climate change and increased focus on sustainability issues. More information on potential factors that could affect DBG’s financial results is included from time to time in DBG’s public reports filed with the SEC, including DBG’s Annual Report on Form 10-K, and Quarterly Reports on Form 10-Q, and Forms 8-K filed or furnished with the SEC.

</p><p xmlns="http://www.w3.org/1999/xhtml"><img xmlns="http://www.w3.org/1999/xhtml" alt="" src="https://cts.businesswire.com/ct/CT?id=bwnews&amp;sty=20260707428870r1&amp;sid=benz2&amp;distro=nx&amp;lang=en" style="width:0;height:0"></img><span xmlns="http://www.w3.org/1999/xhtml" class="bwct31415"></span></p><p xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink"><span xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink-phrase">View source version on businesswire.com: </span><span xmlns="http://www.w3.org/1999/xhtml" id="mmgallerylink-link"><a xmlns="http://www.w3.org/1999/xhtml" href="https://www.businesswire.com/news/home/20260707428870/en/" rel="nofollow">https://www.businesswire.com/news/home/20260707428870/en/</a></span></p><p xmlns="http://www.w3.org/1999/xhtml">
Digital Brands Group, Inc. Company Contact
<br xmlns="http://www.w3.org/1999/xhtml"></br><b xmlns="http://www.w3.org/1999/xhtml">Hil Davis</b>, CEO
<br xmlns="http://www.w3.org/1999/xhtml"></br>Email: <a xmlns="http://www.w3.org/1999/xhtml" rel="nofollow" href="mailto:invest@digitalbrandsgroup.co" shape="rect">invest@digitalbrandsgroup.co</a>

</p>

DBGI's AVO brand will assume Lululemon’s prime floors across all college bookstores, deploying a store-in-store concept with customization tech. The partnership with the largest college bookstore chain expands DBGI's wholesale/retail footprint and brand exposure. Success hinges on execution and demand, with potential meaningful revenue uplift but execution risk remains.

DBGI Announces Partnership with Largest College Bookstore Chain with Over 1,000 Locations

AI Summary

Sentiment Rationale

Trading Thesis

Market-Moving

Key Facts

Companies Mentioned

Corporate Developments

Related News