• WearLively

  Participated · Seed · Oct 2016

  Lively sells $35 bras, underwear and related intimates that emphasize comfort over traditional push-up or underwire styles, addressing a gap its founder saw while working at Victoria’s Secret. Since launch, the line has expanded beyond bras and underwear to include swimwear, activewear and loungewear. The brand positions itself as women-centric and body-positive, resonating with customers who now buy lingerie primarily for themselves rather than for the male gaze. That message has helped the company record 300 percent year-over-year growth. Lively began as an online, direct-to-consumer business but is now moving into physical retail, having opened a 2,700-square-foot flagship in New York City’s SoHo in July 2018. Additional company-owned stores are planned for Chicago, Los Angeles and Dallas, and a new partnership will place a limited assortment in 11 Nordstrom locations. To date, the startup has raised $15 million in venture funding, enabling it to finance inventory, marketing and its bricks-and-mortar rollout. Lively competes with other D2C players such as ThirdLove, AdoreMe, TomboyX and Outdoor Voices.

No current team members are available.