Custom-sized lingerie startup ThirdLove has announced its first retail store concept.
The store is expected to open on July 24 and remain open until the end of 2019. It will be located on Broadway in New York.
The very concept of the point of sale is interesting, in which more than 60% of physical space will be allocated for fitting rooms. The fact is that, according to ThirdLove itself, the opening store is a pilot that will be used to “gather information” about what customers would like to receive. According to the representatives of the company themselves, the data obtained will help to better understand what women want and provide them with appropriate products. It is also possible that ThirdLove will continue the experiment with stores, opening new outlets built on the basis of accumulated developments.
For a long time, the clear leader in the field of lingerie was the Victoria's Secret brand. However, in April of this year, Moody's Investors Service downgraded parent company L Brands from stable to negative due to "deteriorating operating profits at Victoria's Secret stores over the past 10 quarters." The brand is still very strong (total sales in the first quarter of 2019 were $1.15 billion), but its blunders have allowed other players to capture consumer attention.
ThirdLove Company became famous due to the fact that it significantly expanded the number of sizes of produced bras, bringing them to 78. In addition, customers have the opportunity to try out the chosen model for 30 days before making a purchase.