Dive Brief:
- DTC intimates brand ThirdLove on Friday announced a partnership with Neiman Marcus, according to a company press release emailed to Retail Dive.
- Eight of ThirdLove’s signature style bras are now available at three Neiman Marcus locations in Dallas, Atlanta and Coral Gables, Florida.
- Products are also available via the department store’s digital channels.
Dive Insight:
ThirdLove’s partnership with Neiman Marcus extends the brand’s reach by introducing its products to a luxury shopper. The women’s intimates brand calls it “the next evolution” of its mission.
“With this partnership, we are taking a step forward in the brand's journey making us more accessible in new retail locations,” Heidi Zak, co-founder and CEO of ThirdLove, said in a statement. “Neiman Marcus has a long history of impeccable client service that matches our goal of helping customers find the perfect fit so they can look and feel their best.”
Neiman Marcus CEO Geoffroy van Raemdonck recently spoke about DTC companies turning to wholesale relationships with traditional retailers for help scaling.
“I think the industry is doubling down on the players that they believe will be the best to provide service and have longevity,” van Raemdonck said in a discussion at the ICR Conference in January. “And so we’re gaining a lot of distribution, we’re gaining investment from them and we’re gaining a lot of exclusives.”
Additionally, ThirdLove last summer launched on Amazon. The partnership was in part made to provide customers with the e-commerce giant’s signature speed and convenience.
Expanding into wholesale partnerships with Amazon and Neiman Marcus is part of ThirdLove’s ongoing efforts to expand its presence beyond its own website. The company reentered physical retail in 2022 and currently has eight stand-alone stores.
The brand has also been pushing into new apparel categories. At the end of last year it launched into swimwear. In 2021 the company entered into activewear and loungewear.
