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ThirdLove is an American company producing and selling bras, underwear, loungewear and nightwear. ThirdLove was the first bra and underwear brand to offer trademarked half cup sizing and a mobile app allowing women to measure themselves at home. It also uses a technology referred to as Fit Finder which combines machine learning algorithms and customer feedback to select the best bra size.
History[edit | edit source]
ThirdLove was founded by husband and wife Heidi Zak and Dave Spector. They left their jobs and launched the company in a loft in downtown San Francisco in November 2013. Through a Craigslist ad, the company gathered one hundred participants, who were told to take a photo of themselves wearing a tight tank top over their bras. While the R&D session was intended to refine an app for calculating bust size, Zak found that the bras themselves needed improving. When the participants tried on ThirdLove's bra prototype, they found out that 37 percent of them fell between cup sizes.
Ra'el Cohen, founder of lingerie company Luv & Honey, joined ThirdLove and used the data from the Craigslist fittings to create the company's own proprietary molds. ThirdLove became the first bra company to create half-sizes. In late 2013, the company raised $5.6 million in seed funding from investors including Andreessen Horowitz and Novel TMT. ThirdLove was introduced to startup Indi Custom who was developing a smartphone-based technology to customize jeans without fit models. They acquired the company and adapted the technology for bras, taking two years to develop the company's patented technology app. They launched the company bra line in the spring of 2014 with seven distinct styles. Within three months, they identified "24/7" as their best style and discontinued producing the other six styles.
According to ThirdLove, their revenues grew 400% between 2014 and 2015. In 2015, they found a manufacturing partner in China that was willing to include their proprietary design elements. By early 2016, ThirdLove had expanded from an initial team of five to six employees to 18, and started an exclusive partnership with Bloomingdale's.
The company raised $8 million in Series A funding in February 2016. As of late 2016, the company shipped approximately 50,000 bras a month, and the average customer made her second purchase within 45 days. With 250,000 paying customers, ThirdLove expanded into underwear, as well as lounge and sleepwear.
References[edit | edit source]
- Nina Zipkin (6 January 2017). "This Founder's Best Advice for Entrepreneurs: To Succeed, Entrepreneurs Need to Get Comfortable with Being Uncomfortable". Entrepreneur. Retrieved 27 September 2017.
- Liz Welch (November 2016). "Face It: Your Bra Sucks. This MIT Grad Is Going to Fix It". Inc. Retrieved 27 September 2017.
- Jen Murphy (28 March 2016). "Entrepreneur Heidi Zak Makes Time to Work Out". The Wall Street Journal. Retrieved 27 September 2017.
- Laura Dunn (3 November 2016). "Women In Business Q&A: Heidi Zak, Co-Founder, ThirdLove". The Huffington Post. Retrieved 27 September 2017.
- Ingrid Lunden (2 February 2016). "ThirdLove Raises $8M To Take On The Lingerie World With A Phone-Based Fitting App". Tech Crunch. Retrieved 27 September 2017.
- Ana Colon (8 February 2016). "This Company Is Changing How You Shop For Bras — With An App". Refinery 29. Retrieved 27 September 2017.
- Say Yes To The Betch (27 May 2016). "Advice From A Business Betch: 5 Ways to Kill It At Work". Betches. Retrieved 27 September 2017.
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