ThirdLove opens new store concept in NYC

U.S. lingerie company ThirdLove has announced its first experiential retail store concept in New York City, marking the direct-to-consumer company’s first-ever physical location.

Located at 347 West Broadway, the temporary store is set to open on July 24 and will run through the end of 2019.

Over 60 percent of the ThirdLove store will be dedicated to fitting rooms, where visitors will have access to a personalized bra fitting and try-on experience. The store will test out different fitting room concepts, including rooms with small openings at the back for customers who want more privacy than traditional curtained rooms, as well as larger rooms for a more elaborate fitting experience.

Bras will be shown on unique bra displays in order to highlight the brand’s range of over 78 sizes and numerous styles, the inclusive company said in a press release.

The store is set to offer a new opportunity for customers to connect directly with the company, which has earned praise for championing an all-embracing brand image and challenging competitors like Victoria’s Secret. The company said it will use the concept as a pilot test to gather information on what its customers are looking for from an in-person shopping experience, suggesting the possibility of more physical locations to come.

“Since day one, we have always used customer feedback and data to help us better serve all women,” said Heidi Zak, co-founder and co-CEO of ThirdLove. “This retail space will give us the chance to do that in real life...I started ThirdLove because I thought women deserved a better bra brand and a better shopping experience. We’ve delivered that online and now a lot of our customers have expressed a desire to connect with our brand in person.”

Launched in 2014, ThirdLove built its digital business with the help of proprietary algorithms developed by its in-house, female-led data science and bra design teams. Online, visitors to the ThirdLove site can find their ideal bras by using the company’s Fit Finder technology, which asks women a series of questions about their current bra and their unique breast shape in order to offer fit and product suggestions.

The physical retail debut follows a $55 million fundraising round completed by the company in February.

ThirdLove opens new store concept in NYC

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