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  • Nick Monjo Opens First Retail Store Today

ThirdLove, the online lingerie retailer, today opens its first physical store, this at 347 West Broadway in SoHo in Manhattan.

The move comes about a year and a half after another online retailer, Adore Me, opened its first location (now one of several on the East Coast) on New York’s Staten Island.

The recent acknowledgment of the value of a physical store in the bra shopping experience is striking in that so many direct to consumer brands seem to disdain the concept. For example, the ThirdLove website still declared, in late July, “We do bras differently. No discomfort. No dressing rooms. No drama.”

ThirdLove said, in announcing the opening, that the shop will enable it “to connect with customers in a new way, providing a personalized bra fitting and try-on experience, with over 60 percent of the space dedicated to innovative fitting rooms. ThirdLove will use the concept as a pilot test to gather information on what its customers are looking for from an in-person ThirdLove shopping experience.”

Heidi Zak, ThirdLove co-founder and co-CEO explained, “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. I started ThirdLove because I thought women deserved a better bra brand and a better shopping experience. We’ve delivered that online and now a lot of our customers have expressed a desire to connect with our brand in person.”

The company added, “With the concept store, ThirdLove is seeking to replicate this digital experience by making shopping for a bra more convenient and more educational, so women have the knowledge and support they need to know how a bra should properly fit. The brand is testing different fitting room concepts, including rooms with small openings at the back, for passing items without the shopper having to open an awkward curtain. Larger fit rooms will also be available for women who want a more high-touch fitting experience. All the rooms will be equipped with an evening and daytime lighting system.” — NM

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