ThirdLove Announces First “Fit Experience” Store Concept in New York City

Today I am strictly about tits, tatas, boobs, knockers, hooters, jugs… I really could go on, but, we’d never get anywhere.

Opening in NYC today is the very first hands on, bricks and mortar store of online underwear staple, ThirdLove.

The ThirdLove community is part of a growing collective movement using social posts, chats, and emails, products, size expansions and content to create a unique brand which is truly made for and by the modern woman.

The ThirdLove Concept Store in Soho is a pop-up shop that hosts a better bra fitting experience, you can meet our brilliant Fit Stylists in person, try on one of our 78 sizes (half-cups included) and reboot your bra drawer with pieces from our latest collection. A beautiful retail environment, the ThirdLove Concept Store is filled with inspirational details, never-knew-that-about-bras information and abundant moments of self-love that we hope you will carry with you beyond their doors.

The concept store will enable ThirdLove to connect with customers in a new way, providing a personalized bra fitting and try-on experience, with over 60 percent of the space dedicated to innovative fitting rooms. ThirdLove will use the concept as a pilot test to gather information on what its customers are looking for from an in-person ThirdLove shopping experience.

We’re thrilled to connect with our customers in this new way and help bring our groundbreaking Fit FinderTM technology to life,” said Heidi Zak, Co-Founder and Co-CEO of ThirdLove. “Since day one, we have always used customer feedback and data to help us better serve all women. This retail space will give us the chance to do that in real life, learning what women want from an in-store bra fitting experience. I started ThirdLove because I thought women deserved a better bra brand and a better shopping experience. We’ve delivered that online and now a lot of our customers have expressed a desire to connect with our brand in person.”

Since 2014, ThirdLove has provided women with a superior online shopping experience powered by proprietary algorithms developed in-house by ThirdLove’s female-led data science and bra design teams. To date, over 14 million women have been fitted through the Company’s innovative Fit FinderTM technology, which takes 60 seconds to complete and asks women a series of questions about their current bra and their unique breast shape. With the new store, ThirdLove is seeking to replicate this digital experience by making shopping for a bra more convenient and more educational, so women have the knowledge and support they need to know how a bra should properly fit. The brand is testing different fitting room concepts, including rooms with small openings at the back, for passing items without the shopper having to open an awkward curtain. Larger fit rooms will also be available for women who want a more high-touch fitting experience. All the rooms will be equipped with an evening and daytime lighting system.

ThirdLove worked with the same female-owned and operated architecture team behind The Wing to create the innovative fitting rooms. Instead of standard hanging racks, the team created bra displays that showcase the brand’s inclusive range of 78+ sizes, as well as its numerous styles.

The store opens today and will remain at 347 West Broadway until the end of 2019.

Words by Daisy Sells

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