Of the many categories of products that are hard to buy online, one of the most challenging is underwear — and specifically bras.
Even at the best of times — when you are physically in a store with a veritable sea of bras at your disposal to try on — the process can be painfully unrewarding, with two bras purportedly made for the same proportions fitting completely differently, and neither very comfortable.
Victoria’s Secret Has Another Challenger via @FortuneMagazine https://t.co/mNinUp1PtT @LeenaRao @ThirdLove pic.twitter.com/EbUiLj8ew3
— Heidi Zak (@heidizaks) February 2, 2016
A startup called ThirdLove has been working for years to improve this. Using advanced image recognition technology; a smartphone app; a growing network of bra manufacturers; and experience that the wife-and-husband cofounders Heidi Zak (CEO) and David Spector have gained through previous roles at places like Google and Sequoia, ThirdLove wants to reset the whole process of how to find and buy brassieres. Today, the company got a step up in their its trajectory, with an $8 million Series A round of financing.
Sometimes you just want a little more cup coverage. We designed this bra to give smoothing all-day support.
The funding is coming from a long list of big names in the VC and fashion retail industries. Led by NEA, the Series A also had participation from Tomorrow Ventures; Felicis Ventures; Laurie Ann Goldman, former CEO of Spanx; Lori Greeley, former CEO of Victoria’s Secret Stores; John Hamlin, Chairman of REI; Barry Sternlicht, founder of Starwood Hotels; Claire Bennett, EVP at American Express and a member of the Board of Directors of Tumi, among others.
It comes on the heels of a $5.6 million Seed round raised in 2013.
On the surface, you might think ThirdLove is your average e-commerce site and app — and there are certainly a lot that are focusing on the lingerie industry.