Most Innovative CompanyTomorrow, online bra brand ThirdLove is opening its first retail store, a temporary pop-up in Manhattan that will run through the end of the year. Fast-growing startups like ThirdLove have technology bred into their bones, and it's exciting to see how the company is disrupting the bra and underwear industry with its innovative use data, machine learning, and tiered loyalty and referral programs.
Another up-and-coming player in the lingerie space, Adore Me, is planning to open hundreds of stores in the U.S. over the next few years, aiming at Victoria's Secret's real estate — its more than 1,100 shops in North America, many within suburban shopping malls.
Having the ability to get sized right at home is awesome but now that I have been wearing my ThirdLove bras for a few weeks I can tell you first hand it worked like a charm and I have also now learned that I have been buying the wrong size bra for years, lol.
Several former and current employees spoke to the outlet about their experiences with the brand, charging that co-CEO David Spector — who is much less visible that his wife, co-CEO Heidi Zak — contributes to an intimidating, dismissive, condescending, and bullying management style, and the company as a whole isn't quite so pro-female-employee as its public image might make it seem.
Its director of product growth, Desirae Oppong, said while ThirdLove's products speak volumes about the company's understanding of customers' needs, for many women who have been disappointed buying bras in the past, a higher degree of personalisation was needed to gain their trust.
Let's recall Thinx, the period underwear company started up by Miki Agrawal, who was ousted as the company's CEO (or She-E-, as she preferred to style herself) amid reports that she harassed and bullied employees, who in addition to working in a hostile environment were underpaid and provided paltry benefits.
Heidi Zak, founder and CEO of ThirdLove (bras designed for the modern woman”), sure thought so. Knowing that bra shopping is such a difficult and frustrating experience for so many, Zak sought out to solve a problem” with the company, which is best known for innovative features like an online Fit Finder Quiz (no awkward dressing room required!), half-cup sizes, memory foam cups that re-form after wash cycles, a wide range of skin-tone bras meant for every complexion, a try-before-you-buy model, and more.
With the concept store, ThirdLove is seeking to replicate its digital experience by making shopping for a bra more convenient and more educational so women have the knowledge and support they need to know how a bra should properly fit, the company said.
The fiercely worded letter ran as a full-page ad in the New York Times on Sunday, November 18, and took direct aim at Victoria's Secret. Working on a hunch that other women probably faced similar issues when it came to bra fitting, Zak hired lingerie designer Ra'el Cohen (now Chief Creative Officer at ThirdLove) to conduct research into bras and the women who wear them.
Pink was once a bright spot within L Brands but lately has watched its same-store sales growth wane. Customers can come into the store for a real-life bra fitting with its Fit Stylists,” and all of Heidi Zak's 78 sizes will be available to try on in the store.