ThirdLove to open first location in New York

Direct-to-consumer bra and underwear company ThirdLove is taking its products straight to New York City for customers to experience its products in-person. According to a press release from the lingerie brand, ThirdlLove will be opening its first experiential retail store concept on July 24 at 347 West Broadway.

The store will allow the brand to connect directly with customers, providing personalized fittings in addition to over 60 percent of its retail space dedicated to fitting rooms. The brand is also utilizing this time to gain more insight into what its customers are looking for based on the in-person shopping experience.

ThirdLove will be using its concept store to gather more information on the needs of its customers.

“We’re thrilled to connect with our customers in this new way and help bring our groundbreaking FitFinder technology to life,” said co-founder and co-CEO Heidi Zak in a statement. “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.”

ThirdLove aims to translate its digital experience into the retail space by making the overall experience more convenient. For example, some of the fitting rooms have small openings toward the back for customers and sales associates to pass items seamlessly back and forth. There are also larger fitting rooms available for those who want a more personalized fitting experience.

Image: ThirdLove