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04/25/2022

Third Love buys cult-fave intimates brand

Marianne Wilson
Editor-in-Chief
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ThirdLove has acquired Kit Undergarments.

ThirdLove has made its first acquisition as it builds a foundation for expansion.

The direct-to-consumer intimates brand has acquired Kit Undergarments, which was launched in 2019 by celebrity stylists Jamie Mizrahi and Simone Harouche. Kit, which is popular with younger shoppers, has relaunched as Kit Undergarments for ThirdLove.

ThirdLove, which is known for its inclusive sizing and messaging, described the acquisition as a “major tentpole moment, as it sets the stage for long-term growth and success of both brands.” It comes as ThirdLove had been expanding its business, including opening brick-and-mortar stores and recently launching into sports bras and sleepwear. The brand expects to open six to 10 stores by the end of the year.

“We wanted to create a sub-brand that targets a younger demographic,” stated Heidi Zak, co-founder and CEO of ThirdLove. “Rather than leveraging our team’s time and effort on creating a new brand from scratch, our solution was to find an incredible existing brand we could scale through the backing of ThirdLove.”

The two companies said they are joining forces to lead the digital-first intimates market, with a focus on expanded partnerships, content creation and influencer engagement.

“Kit Undergarments is a perfect fit, as they are also focused on essential pieces but from the perspective of stylists,” added Ra’el Cohen, ThirdLove co-founder and chief creative officer. “Similar to ThirdLove, and very important to us, they are female-founded and aligned with our broader mission to ensure all women are comfortable and confident.”

Kit Undergarments for ThirdLove launches on Tuesday, April 26, 2022, on thirdlove.com. Products range from $18 to $55. For those who have not yet experienced ThirdLove, visit the Fitting Room to find the best fit amongst a curated selection of bra and underwear options.