Lane Bryant began an online coupon program in 1997 with the launch of its website. The company used the website to generate coupons and survey its customers to boost in-store sales. E-commerce sales through the website began in 2003.
In 1904, Lena Bryant opened the first Lane Bryant store on 5th Avenue in New York. The company started out making maternity dresses and later expanded into the plus-sized market. Plus-sized women made up more than half of its customer base, allowing it to expand into this market.
Following incorporation in 1914, Lane Bryant expanded into several states. The Limited acquired Lane Bryant in 1982, and Charming purchased it from The Limited in 2001.