.ThirdLove is getting even more physical.
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.
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. 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.
In addition to the New York store, Spector said ThirdLove has plans to open a handful of other stores in 2020, although he is tight-lipped about which markets or just how many. The stores could also potentially benefit mall owners, if placed in larger shopping centers, because they would attract more female shoppers.
“I want to convert everybody. I didn’t fly across the country to not get some new customers,” said Spector, who is based in San Francisco. “There are 150 million American women over the age of 12, roughly. So, how can we get a ThirdLove bra or product in the hands of every single one of them?”
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