Dive Brief:
- DTC intimates brand ThirdLove has launched on Amazon, according to details emailed to Retail Dive.
- The brand is offering seven of its styles on Amazon, including the 24/7 Classic T-shirt Bra, 24/7 Classic Nursing Bra and the Kinetic Impact Sports Bra.
- Prices range from $55 to $78. ThirdLove offers products in over 60 sizes from A cup to I cup, including many products in half-cup sizes.
Dive Insight:
ThirdLove’s partnership with Amazon in part was to provide its customers with the speed and conveniences the e-commerce giant offers, according to the DTC brand’s co-founder and chief creative officer, Ra’el Cohen.
"ThirdLove’s mission is to help our customers look and feel amazing and partnering with Amazon allows us to further serve our customers with the convenience and speed where she regularly shops,” Cohen said in a statement. “We’re known for our premium everyday essential bras and underwear that our customer buys on repeat which matches the behavior of the Amazon consumer who often shops with a replenishable mindset. The timing felt like a natural next step as the consumer demand for our products continues to increase.”
The expansion onto Amazon comes as more DTC brands increasingly find value in selling through wholesale channels. Brands who spent many years selling only DTC, like Allbirds and Glossier, have begun offering their products in other retailers as a way to reach new customers.
ThirdLove has been working to expand its presence beyond its own website. After the pandemic halted the brand’s brick-and-mortar plans, ThirdLove last year re-entered physical retail. The brand currently operates nine stores, according to its website.
The brand has also expanded its product offerings. In 2021, the brand launched into activewear at a time when the category was booming. The same year, ThirdLove also introduced loungewear and a collection of seamless bras and underwear in inclusive sizing.
As a company selling a product where proper sizing is important, ThirdLove has invested in its tech to ensure customers get the right fit. The brand in 2021 launched an online quiz dubbed “The Fitting Room.” This came after ThirdLove in 2016 launched Fit Finder to find the common problems customers experienced with bras. The Fitting Room technology helps customers identify problems with their current bras and match them with the brand’s correct size and style. The company also has fit stylists available to chat with customers online.
