Intimates Brand ThirdLove Adds Sizing Options

Fast-growing online intimates brand ThirdLove has added 24 new sizes to its bra collection.
According to Heidi Zak, cofounder and co-chief executive officer of ThirdLove, the expansion was based on curated data that indicated the demand for the broader range of sizes. The company also conducted a beta test in June 2017 that sold out in eight days. That resulted in a wait list of 1.3 million women for the new sizes. ThirdLove’s size range — it now offers a total of 70 options — includes band sizes ranging from 28 to 48, and cup sizes ranging from an AA through H. The company also offers half-cup sizes.
In a telephone interview, Zak said the additional sizes will first be offered in its “Perfect Coverage Bra” in seven colors, including five “naked” shades to complement a range of skin tones. “We are keeping the price the same as the main line, even it costs almost 50 percent more to produce,” the co-ceo said. The average cost for a bra on ThirdLove is $68. Zak noted that most of the firm’s competitors offer just 25 or 26 size options.
The co-ceo added that plans are under way to add the size options to other

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