Heidi Zak, CEO ThirdLove

The brand now services an estimated 87 percent of women. How in 2018 can the CMO of any public company — let alone one that claims to be for women — make such shocking, derogatory statements?” It was signed by Heidi Zak, co-founder and co-CEO of ThirdLove , a direct-to-consumer bra company and Victoria's Secret competitor.
When I started ThirdLove, I set out to create a brand that all women could rely on. So with a promise like Bras and underwear for every body” comes a responsibility to uphold it. It's not an empty tagline that we preach because it sounds nice; it's a way for us to hold ourselves accountable….



Colors that were supposed to be skin tone would show right through white blouses.” After a year of research and data analysis, ThirdLove debuted five new shades in February that Zak calls the New Nakeds, which suit a wider swath of customers and come in all 47 sizes.
Too much padding, not enough padding, uncomfortable under-wire — ripping off that ill-fitting bustiere for the umpteenth time can make you throw your hands up and shout WHY ISN'T THERE AN APP FOR THIS?!” Well, thanks to ThirdLove , there now is, and consequently the experience can be a lot less harrowing.

Heidi Zak previously held a position in Google, and underpinned by this experience in the tech sector, and fuelled by her passion for retail and finding a bra that was a perfect fit—her research revealed that 80 percent of women wear bras that do not fit them correctly—and supported by the financial experience of her co-founder husband David Spector, ThirdLove was born in 2013.
While there was plenty of outrage in those two weeks, the scandal simply faded away and people kept shopping at Victoria's Secret and I don't think that's fair. The digitally native brand has made a name for itself as the bra business for every woman. Many American women have heard of ThirdLove , the online intimate apparel company that has aimed to change the way women buy bras.

Our team in Chico are experienced fit stylists who consult with our customers on their particular bra fit issues. First, they wanted an online brand that enabled women to shop ThirdLove from comfort and security of their home. She was proposing an ecommerce company solving a pain point few VCs intrinsically get: How horrible bra shopping is for most women.

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