Online Retailer ThirdLove Opens its First Store

Startup ThirdLove, specializing in women’s lingerie of non-standard sizes, announced the creation of its first retail store concept.

The shop is expected to start operations on July 24th and will be open until the end of 2019. It will be located on Broadway in New York City. 

The very concept of the point of sale is fascinating, where more than 60% of the physical space will be allocated for fitting rooms. The fact is that according to ThirdLove herself, the opening shop is a pilot who will be used to “collect information” about what exactly customers would like to get. According to the company representatives themselves, the data obtained will help to understand better what women want and provide them with appropriate products. It is also possible that ThirdLove will continue to experiment with the stores, opening new outlets based on the accumulated experience.

For a long time, the clear leader in the field of lingerie was the brand Victoria’s Secret. Nevertheless, in April of this year, the agency Moody’s Investors Service downgraded the rating of the parent company L Brands from “stable” to “negative” due to “deterioration of operating profit in Victoria’s Secret stores for the last ten quarters.” This brand is still sturdy (total sales in the first quarter of 2019 amounted to 1.15 billion dollars), but the mistake it made allowed other players to attract the attention of consumers.

The company ThirdLove became famous for the fact that it significantly expanded the number of sizes of bras produced, bringing them to 78. Also, customers have the opportunity to try out the chosen model for 30 days before making a purchase.