Thirdlove To Sell Bras Via Smartphone App Using Selfies and Cutting Edge Technology

Thirdlove To Sell Bras Via Smartphone App Using Selfies and Cutting Edge Technology


Husband and Wife team of Heidi Zak (CEO) and David Spector at Thirdlove will use advanced image recognition technology in a smartphone app to create the perfect way to buy lingerie online.  Specifically bras.  The company has gotten $8 million Series A by a consortium of lenders like NEA, Tomorrow Ventures, Felicis Ventures, Laurie Ann Goldman former CEO of Spanx, Lori Greeley, former CEO of Victoria’s Secret Stores, John Hamlin Chairman of REI, Barry Sternlicht founder of Starwood Hotels, Claire Bennett, EVP at American Express and a member of the Board of Directors of Tumi.  They had already raised $5.6 million Seed round raised in 2013.

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Lingerie is a very large market!  And Thirdlove wants a larger share of the market in future.

 “The intimiate apparel is a $15 billion market in the U.S.,” Spector noted, “And China is $18-20 billion and growing 30% year-on-year. We have a lot to do before expanding to new categories.”

Thirdlove not just fits bras to you but uses your experience to make things better for everyone.  Towards that it is using all the new tech components – big data analytics and logistics and supply management.

The company’s app uses a series of selfies to fit the right bra to your needs.

The first involves the method it uses to help identify the right size for a customer — through a series of selfies that you take using its app, the app then processes and reassigns these two-dimensional images into three-dimensional shapes and matches them up to its database of own-brand bras.

With its new technical processes coupled with new size categories, it is trying to revolutionize the world of bra buying.

The other place where this makes a difference is in the style of the bras itself. ThirdLove has used its own data to essentially pioneer a whole new range of bra sizes based on half-cup measurements, providing a better set of products to match a wider range of body shapes. “We are the only company that has this data set,” Zak says of the proprietary data.


Essentially, what ThirdLove has done is increase the range of sizes up by 30%, which is a big deal in an industry that’s been stuck essentially between cups A-H (with a big emphasis on A-D in most stores) for a long time.

Given how tough buying a bra in a normal store is for women, where fit matters tremendously, it is indeed incredible that someone is trying to use smartphone app and just images to fit these to women.

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