ThirdLove Raises Seed Funding to Revolutionize Online Bra Shopping
Women’s e-commerce brand ThirdLove has secured a significant $5.6 million in seed funding, marking an important milestone on its path toward transforming the online lingerie shopping experience.
This substantial investment will primarily fuel efforts to expand their supply chain infrastructure and bolster product development capabilities as they scale operations for this burgeoning direct-to-consumer model. The backing includes major venture capital players like NEA and Andreessen Horowitz, alongside notable angels such as Keith Rabois and Yuri Milner’s Novel TMT fund.
An Innovative Approach: Bra Measurement Technology
Founded by Heidi Zak (CEO) and Dave Spector, ThirdLove aims to solve a persistent problem in online lingerie shopping through technology. The core innovation centers on their unique iPhone application designed to accurately determine bra measurements without awkward manual processes or traditional sizing charts.
According to the company founders:
“Unlike everybody else, in this case the whole experience starts off with learning about who you are, and then providing a custom fit based on that data.”
This measurement technology works by leveraging two simple mirror photos taken from different angles using an iPhone (stomach view followed by side view). A sophisticated algorithm processes these images to precisely calculate bust measurements.
Beyond Measurement: Custom Shopping Experience
Following the initial sizing process, ThirdLove provides a hyper-personalized shopping journey. The platform eliminates the uncertainty and comparison anxiety often associated with online bra shopping:
1️⃣ Size Determination: Rather than displaying numerical sizes or letters (a practice they intentionally moved away from), the algorithm determines your unique fit profile. 2️⃣ Tailored Selections: You’re presented exclusively with lingerie options curated specifically for your body proportions and preferences. 3️⃣ Style Coordination: The service goes beyond simple bras, offering color-matched panty suggestions to complement each bra choice.
This comprehensive approach ensures that users always know their exact ThirdLove size when viewing product pages or making selections through the app interface.
Solving a Complex Problem
Zak explains the strategic decision behind focusing exclusively on bras:
“It’s not a social shopping experience, so it’s actually the perfect category to bring online.”
The rationale is sound: bra fitting represents one of the most intimate and challenging aspects of traditional lingerie shopping. The funding injection will now support expansion into additional mobile platforms (including Android) beyond their current iOS offering, further democratizing access to this personalized solution.
The Competitive Landscape: Other Innovators Exist
While ThirdLove brings a novel approach, it operates within an emerging market seeing other notable players:
- True&Co focuses on full custom bras through specialized in-person fittings and partnerships with manufacturers.
- Brayola offers a technology-driven bra-fitting service to determine ideal sizes for online shopping.
However, ThirdLove’s key differentiator remains their proprietary iPhone app, which enables the entire personalized process remotely without requiring physical store visits or complex manual measurements. Another distinguishing factor is their commitment to manufacturing all products in-house, allowing complete control over quality and fit standards.
Pricing and Product Selection Overview
ThirdLove positions itself competitively within the premium lingerie market:
- Bra Pricing: \(45 to \)70 per piece
- Panty Pricing: \(11 to \)35 each
While comparable in price range to established brands like Victoria’s Secret, ThirdLove’s focus on personalized fit necessarily influences their product selection strategy. Initially limited by the sizing system to three core styles presented in three complementary colors.
Future Trajectory: From Bra to Apparel?
Currently operating as a direct-to-consumer brand with its flagship lingerie line, co-founder Dave Spector acknowledges that managing the complexities of manufacturing remains challenging. The company is currently conducting private beta testing but anticipates full public launch via their app platform by September.
Though not confirming immediate expansion into other apparel categories (like underwear or sleepwear), ThirdLove’s long-term vision involves leveraging its proprietary technology and personalization algorithms across a broader range of intimate apparel, potentially revolutionizing online shopping for women’s undergarments as a whole.
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