Launched in 2013, as a digital lingerie start-up to help women find their perfect bra size with the help of Fit Finder, ThirdLove has now opened up their first brick and mortar store in New York City.
The store offers personalised bra fittings from “fit stylists” who introduce consumers to styles and help them navigate ThirdLove’s Fit Finder, a short questionnaire that uses a proprietary algorithm to determine the best fit from among 78 total sizes.
Though previously ThirdLove co-founder Heidi Zak stated that she had no intention of moving into brick and mortar, she eventually came to realise the physical store’s potential to reach new customers. “Retail could be accretive to the overall business and the overall brand,” said David Spector, Co-founder and CEO of ThirdLove.
Spector explained, “You see it everyday. You end up buying more, trying more. You might try that style that you never would have worn because you associated with younger women and you’re older. Hopefully, there are really good sales associates to help you.”
He also added that in addition to the New York store, ThirdLove also plans to open few more stores in 2020 but when and where details has still not been released.