Heidi Zak, CEO ThirdLoveThe brand now services an estimated 87 percent of women. When they arrived, they were surprised to find Zak's husband and co-CEO, David Spector, highly involved in their day-to-day work, with a management style described as condescending” and bullying.” This about-face was compounded by company norms — don't negotiate your salary, don't leave before 6 pm, don't work from home, don't skip a happy hour — that felt out of sync with the brand's external image.
When I started ThirdLove, I set out to create a brand that all women could rely on. So with a promise like Bras and underwear for every body” comes a responsibility to uphold it. It's not an empty tagline that we preach because it sounds nice; it's a way for us to hold ourselves accountable….
Let's exceed their expectations.” Then, in case it wasn't already clear, she spelled it out: ThirdLove is the antithesis of Victoria's Secret.” The entire campaign seemed designed to show how woke, how feminist, how very different ThirdLove was from traditional bra makers — and it worked.
Too much padding, not enough padding, uncomfortable under-wire — ripping off that ill-fitting bustiere for the umpteenth time can make you throw your hands up and shout WHY ISN'T THERE AN APP FOR THIS?!” Well, thanks to ThirdLove , there now is, and consequently the experience can be a lot less harrowing.
That's something that really resonated with me, and when you think about how that applies to the company here, I think I also have expectations that people ask a lot of questions, own their own journey… And I think those are really important pieces of running a successful business as well.
Whether it's a fun, flirty date night top that inspires a fashion brand , a desperate search for an ideal nail salon , or shopping for the perfect wedding dress that launches a custom-designed gown company , female entrepreneurs are taking inspiration for everyday experiences.
Our team in Chico are experienced fit stylists who consult with our customers on their particular bra fit issues. First, they wanted an online brand that enabled women to shop ThirdLove from comfort and security of their home. She was proposing an ecommerce company solving a pain point few VCs intrinsically get: How horrible bra shopping is for most women.