ThirdLove opens a store in the Los Angeles area – WWD

Thirdlove has a new home in California.

On Friday, the digital lingerie and loungewear brand opened a physical store in Newport Beach, Calif., marking the company’s second foray into physical retail.

Heidi Zak, co-founder and CEO of ThirdLove, inside the lingerie and homewear brand’s latest creation: a brick-and-mortar store in Newport Beach, California.
Courtesy picture

“ThirdLove is back in baby retail,” Heidi Zak, the company’s co-founder and chief executive, wrote in an Instagram caption Thursday night. “So excited to announce our first store in Newport Beach @fashionisland. The store looks amazing!”

The permanent retail space is located at 1005 Newport Center Drive in Newport Beach’s upscale Fashion Island mall and will feature a selection of lingerie, loungewear and activewear.

“It looks so good now,” Zak said in the video posted to Instagram, as she dances around the store, alongside ThirdLove’s creative director, Ra’el Cohen, surrounded by off-white walls, bra racks, floating mannequins, neatly laid out tables with underwear, and a sign reading “24/7 Comfort” in the background.

“We? Crying tears of joy? No… Well actually yes,” ThirdLove wrote on the brand’s Instagram page. “How can’t we? An exciting time like this deserves to feel all the feelings.

ThirdLove Store Newport Beach California

Inside ThirdLove’s Newport Beach, California retail location.
Courtesy picture

“The store is so beautiful and our collections for the season are killer,” Cohen wrote in a post of her own.

The Los Angeles-area store follows ThirdLove’s New York store, which opened in Manhattan’s SoHo neighborhood in the summer of 2019. At the time, Zak said the location of the Big Apple was supposed to serve as a test for future locations and that the company had the option of extending the lease of the temporary space, which was scheduled until the end of the year.

ThirdLove store in New York

ThirdLove’s New York store, which was once located in the city’s SoHo district, featured a wall of bras.
Masato Onoda / WWD

The New York location, however, was one of the first victims of the coronavirus, close shop in March 2020 at the start of the pandemic.

The San Francisco-based brand also dipped its toes into the physical world at Mall of America’s Modern Retail Collective in Minnesota in the fall of 2019. The space featured three or four brands that rotated every few months.

“We had a pretty good learning [at the Mall of America] and great learnings in our New York pop-up, which I’m so glad we did,” Zak told WWD in September. “Because it will make it much easier to re-enter retail the second time around. We have accumulated a lot of learning during this period. So more to come. We are definitely listening to our customers, thinking about future expansion. But we’re really growing in a thoughtful way as we see opportunities and can deliver a differentiated product. »

ThirdLove Store

Inside the ThirdLove store in Newport Beach, CA.
Courtesy picture

ThirdLove was born online as a bra brand in 2013, operating solely through e-commerce. Its wide range of bra sizes and focus on comfort quickly made it a favorite among consumers and investors. The company raised $55 million in 2019, helping to grab the attention of lingerie giant Victoria’s Secret and forcing the two brands to commit to a very public line.

These days, ThirdLove – which launched loungewear in February 2021 and recently branched out into activewear – is celebrating its latest creation with a grand opening party, hinting on Instagram that Zak might be making a IRL appearance in the store during the Friday night event.

Plus, from today through Monday, ThirdLove is offering a free bra upgrade to the first 1,000 shoppers who bring their old bra to the store to exchange for a new ThirdLove T-shirt bra. 24/7 Classic.

“I designed this bra at the beginning and [ThirdLove] and i’m so proud [because] it’s a cult class,” Cohen wrote on Instagram. “Millions of boobs don’t lie.”

And while plenty of fashion makers head east this weekend at the start of New York Fashion Week in Manhattan, there are plenty of opportunities to celebrate the world of underwear on the west side.

On Saturday, Rihanna’s Savage x Fenty lingerie brand will make its physical Southern California debut in Culver City, Calif. at the Westfield Culver City mall. The store is Savage’s second physical location, following the Las Vegas store, which opened last month.

Additionally, Kim Kardashian West’s brand Skims has also made several appearances in the area. The homewear brand had a pop-up store in The Grove shopping and entertainment complex in downtown Los Angeles in the spring of 2021. Most recently a Fendi x Skims pop-up was installed on Rodeo Drive in Beverly Hills last November.

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