ThirdLove, the top online bra brand for millennials, has acquired Kit Undergarments, the cult favourite intimates brand founded by celebrity stylists Jamie Mizrahi and Simone Harouche. Relaunched as Kit Undergarments for ThirdLove, the brand will continue to offer innovative, elevated basics that form the foundation of every woman’s wardrobe.
The acquisition of Kit Undergarments is the first by ThirdLove and a major tentpole moment, as it sets the stage for long-term growth and success of both brands. While ThirdLove had been expanding its business – including opening brick and mortar stores and recently launching into sports bras and sleepwear – the brand had its eye on something bigger, ThirdLove said in a media statement.
“We wanted to create a sub-brand that targets a younger demographic. Rather than leveraging our team’s time and effort on creating a new brand from scratch, our solution was to find an incredible existing brand we could scale through the backing of ThirdLove,” Heidi Zak, co-founder and CEO of ThirdLove, said in a media statement.
ThirdLove, the top online bra brand for millennials, has acquired Kit Undergarments, the cult favourite intimates brand founded by celebrity stylists Jamie Mizrahi and Simone Harouche. Relaunched as Kit Undergarments for ThirdLove, the brand will continue to offer innovative, elevated basics that form the foundation of every woman’s wardrobe.
“Kit Undergarments is a perfect fit, as they are also focused on essential pieces but from the perspective of stylists. Similar to ThirdLove, and very important to us, they are female-founded and aligned with our broader mission to ensure all women are comfortable and confident,” Ra’el Cohen, co-founder and chief creative officer, said.
Together, the two companies are joining forces to lead the digital-first intimates market, with a focus on expanded partnerships, content creation, and influencer engagement. For their part, Mizrahi and Harouche will leverage their expertise with youthful, soft, wireless bralettes and underwear.
“When we founded Kit Undergarments, we set out to curate a one-stop-shop where you could find all of your most essential items for getting dressed. Growing our business is our top priority and so is giving back to our community. ThirdLove is providing the support we need to accomplish all of this,” Mizrahi and Harouche said.
Fibre2Fashion News Desk (GK)
