Six years after ThirdLove set out to woo bra shoppers on the hunt for the ever-elusive comfortable fit, the online-only lingerie startup is opening its first ever physical retail space.
ThirdLove officially set up shop in New York City on Wednesday, debuting a concept store that will run through the end of 2019. The pop-up offers personalized bra fittings from “fit stylists” who introduce consumers to styles and help them navigate ThirdLove’s Fit Finder, a short questionnaire that uses a proprietary algorithm to determine the best fit from among 78 total sizes.
Despite ThirdLove cofounder Heidi Zak previously stating she had no intention of moving into brick-and-mortar, she said she eventually came to recognize a physical store’s potential to reach new consumers, particularly women who prefer to test particularly fickle garments like bras in real life.
“We just got to a point where we had talked about it for a long time and customers had been telling us they really wanted to be able to try on in person,” Zak told Business Insider during a recent tour of the pop-up.
“We’ve had millions of online customers, but it just felt like we had too many questions and we should just bite the bullet and just do it, just test it.”
By opening the pop-up, ThirdLove follows in the footsteps of fellow buzzy direct-to-consumer brands like Glossier and Away that found success from moving into brick-and-mortar.
Here’s a look inside our visit to the ThirdLove pop-up store: