ThirdLove, a fit-centric intimates brand based in California, is expanding its product offering with the support of some the biggest names in lingerie.
Lori Greeley, the former CEO of Victoria’s Secret, and Laurie Ann Goldman, the former CEO of Spanx have joined New Enterprise Associates and other business heavyweights to invest in ThirdLove’s $8 million (£5.6mn) financing round, which closed last month.
Founded in 2013, ThirdLove is focused on fit, offering half-cup bra sizes and encouraging shoppers to use its iPhone app, which measures their bra size based on selfies.
The company’s smartphone technology analyses body size in relation to the iPhone’s dimensions, presenting the user with her correct bra size, down to the ½ cup size.
"ThirdLove is breaking through industry norms to create bras that simply are a better fit and more comfortable throughout the day than what women currently have in their lingerie drawers," said Lori Greeley, who served as CEO of Victoria’s Secret Stores until 2013.
"With the 24/7 collection in particular, they are capturing what real women expect from a modern wardrobe –¬ style and function."
ThirdLove plans to use the financing to build its team in San Francisco, introduce new products, and further expand into the retail channel.
In September, Bloomingdale’s became the first department store to stock half cup sizes when it launched an exclusive 10-piece collection from ThirdLove.
Based on the success of the partnership, Bloomingdale’s plans to add new styles in 2016 and expand into additional stores around the country.
"We’re incredibly excited to bring on¬-board such inspiring retail and consumer industry leaders to support our next stage of growth," said Heidi Zak, founder of ThirdLove.
"We understand that every woman’s body is different and we design bras and create a fitting experience which works for real woman."