ThirdLove Expanding Physical Store Fleet


ORLANDO, Fla. — ThirdLove is getting even more physical. The digital lingerie start-up, which opened its first brick-and-mortar store in New York over the summer, has plans to open more doors in the coming year.  “Retail could be accretive to the overall business and the overall brand,” said David Spector, cofounder and co-chief executive officer of ThirdLove, during a fireside chat at the annual ICR consumer and retail conference here.  That’s a significant departure for the digital native lingerie brand that Spector cofounded with his wife, Heidi Zak. The brand uses data to outfit shoppers rather than fitting rooms and is designed for women who hate to shop in real life.  “Who wants to go to the store?,” Spector said. “Especially for a bra.”  But Spector conceded that there are some advantages to in-store shopping. For one, it allows consumers to experience the brand in a way that can’t be replicated online. It also increases the average order value.  “You see it every day,” Spector explained. “You end up buying more, trying more. You might try that style that you never would have worn [because] you associated it with younger women and you’re older. Hopefully, there are really good sales associates to help you.” In addition

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