The women's intimate apparel brand's just launched its first physical store, and PSFK spoke to the co-founder to understand how it is designed around personalizing the fitting room experience

As brands work to replicate the in-store experience online, women's lingerie brand ThirdLove  is doing the opposite. Having had enormous success digitally, the body-positive brand has just opened its first-ever brick-and-mortar store in New York City.

“We listened to our customers and learned that there was a desire to experience our brand, touch and feel our product, and interact with us in person,” said Heidi Zak co-founder and co-CEO of ThirdLove, in an email with PSFK. “The concept store is really an opportunity for us to connect with our customers and learn from them, especially when it comes to what they are looking for from an in-store bra fitting.”

Described as a “choose your own adventure store,” the brand has made it possible for women to customize each visit. For customers unsure about sizing and fit, they are able to sit and relax while taking the FitFinder quiz on one of the store's various iPads. For more knowledgable customers, they are now able choose how they want their fitting room experience to be.

Photography by Bilyana Dimitrova

“The starting point for the in-store fitting process is still our Fit Finder® quiz—this way, we still leverage the data science that allows us to help women find their perfect fit, and it cuts down on trying-on time, said Zak. “We’re testing out different fitting rooms concepts, including rooms with small openings at the back, for passing items without the shopper having to open an awkward curtain. Larger fit rooms are also available for women who want a more high-touch fitting experience. All the rooms are equipped with an evening and daytime lighting system, so any woman that tries-on can tailor her experience uniquely to herself.”

Offering expanded sizes and a body positive message, the physical retail space is shaping to be a one-stop shop offering not only insights and advice, but also community.


Lead image: Photography by Bilyana Dimitrova

As brands work to replicate the in-store experience online, women's lingerie brand ThirdLove  is doing the opposite. Having had enormous success digitally, the body-positive brand has just opened its first-ever brick-and-mortar store in New York City.

“We listened to our customers and learned that there was a desire to experience our brand, touch and feel our product, and interact with us in person,” said Heidi Zak co-founder and co-CEO of ThirdLove, in an email with PSFK. “The concept store is really an opportunity for us to connect with our customers and learn from them, especially when it comes to what they are looking for from an in-store bra fitting.”