Dive Brief:

• Joining other digitally native brands in offline outreach, direct-to-consumer intimates brand Parade opened its first physical storefront in New York City's SoHo neighborhood. The store will remain open through at least March, with the possibility of extending, according to Parade.
• The company said that its new 2,000-square-foot space showcases its hero products, as well as new items like bodysuits, waffle loungewear, bralettes and nude undergarments from its Naked collection, according to a press release emailed to Retail Dive.
• The retailer will donate a portion of its proceeds from online and in-store sales during the week of Dec. 12 to multiple charitable organizations, including Planned Parenthood of Greater New York, the Ali Forney Center and Intersectional Environmentalist, per the announcement.

Dive Insight:

After raising $20 million in Series B funding in late September, Parade announced plans to create its first brick-and-mortar experience, which has now arrived about two months later. In its Series B funding announcement, the brand said it anticipated growing its revenue fourfold by the end of this year.

"This retail experience is the next dimension of Parade where our community can color outside the lines with us," Parade founder and CEO Cami Téllez said in a statement. "While we have grown our incredible community primarily online, we are excited to raise the bar for what an underwear store should look like, by bringing more fun, wonder and something much more meaningful into the shopping experience."

Parade's SoHo store features a technicolor archway, a claw machine where customers can win products and a life-size circus tent, among other things. The store design was inspired by surrealist art, fashion from the '60s and '70s, and Parade's well-known bright color palette.

As Parade unveils its physical storefront, other DTC brands in the space are eyeing brick-and-mortar stores as a way to reach more customers. After opening two stores in Canada, Knix debuted its first U.S. store in September. The COVID-19 pandemic disrupted the brand's original plans to launch physical stores last year, but it's already started opening stores on the West Coast with plans to expand to other regions.

DTC competitors are also expanding into the underwear category. DTC sock brand Bombas introduced its men's and women's underwear collections in January. A few months later, DTC swimwear brand Andie launched its first underwear line, which included two bralettes and three underwear styles.