ThirdLove, the direct-to-consumer lingerie and underwear retailer, is opening its first experiential store in New York City on July 24. The store will stay open until the end of 2019, according to a company statement. ThirdLove has experimented with pop-up locations in the past, such as the #NotOneType pop-up with Wizard Studios, but this is the first time the digital native is selling products in a physical store.
Customers can come into the store for a real-life bra fitting with its "Fit Stylists," and all of ThirdLove's 78 sizes will be available to try on in the store. More than 60% of the store’s 1,000-square-foot space is dedicated to fitting rooms.
“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 in a statement. “This retail space will give us the chance to do that in real life, learning what women want from an in-store bra fitting experience. 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.”
In February, ThirdLove raised $55 million, rounding the company’s valuation up to more than $750 million. Zak and Co-Founder/husband David Spector have not commented on whether the company will open more stores in the future.
The store puts ThirdLove in direct competition with Victoria’s Secret in New York; the more traditional lingerie retailer has a store less than 10 minutes' walk away in SoHo. Victoria’s Secret has been a major target of ThirdLove, which has built its value proposition on being more data-driven, inclusive bra sizing and marketing campaigns.
The tense rivalry between the companies escalated when ThirdLove ran a full-page ad in The New York Times in November 2018, presented as “An Open Letter to Victoria’s Secret,” that called out L Brands CMO Ed Razek for “demeaning” comments he made about plus-size and transgender models in an interview with Vogue.