This week, the women’s intimates direct-to-consumer and plus-size apparel purveyor launched a joint partnership allowing ThirdLove to expand its reach to the plus-size fashion community by appearing on Dia & Co’s e-commerce site. The collaboration marks ThirdLove’s first foray into outside retail since its founding in 2013.
Dia & Co, which offers clothing in sizes 10-32, will showcase a capsule of 20 styles from the DTC label in 47 different color ways, including a range of nude shades. From T-shirt bras to strapless options, the bras will be available in over 40 sizes spanning A-H cups and 34”-48” band widths. Panties and loungewear will round out the offering, in sizes L-3XL, the companies said, and styles are priced at $15-$70.
ThirdLove’s commitment to inclusivity sparked the interest of Dia & Co co-founding CEO Nadia Boujarwah, who called the lingerie market “historically exclusive” to many body types. The two brands found that they share a “deep alignment on the power of representation” in the fashion industry, she said.
With this effort, the partners were most focused on “curating a custom selection of pieces targeted at building a full bra wardrobe for our community with ThirdLove’s tried and true styles,” she told Sourcing Journal.
“ThirdLove has long offered plus sizes throughout their product range, but partnering with Dia offers a unique opportunity to expand brand reach and speak directly to this audience via a trusted authority in the plus size fashion space,” Heidi Zak, co-founder and CEO of ThirdLove added. “Dia’s expertise and trust within the plus-size market makes them the perfect partner” to help the lingerie label speak to a broader range of shoppers, she said.
The intimates site, which was named the No. 1 digital bra brand among millennials in the U.S., according to NPD’s 2020 Intimate Apparel Awards, is known for its proprietary Fit Finder technology. A new ThirdLove shopper is prompted to take an interactive quiz upon visiting the site for the first time. After answering questions—complete with explanatory, 3D-animated graphics—about bra fit and style, the site generates her bra size and a unique set of product recommendations. ThirdLove also offers options in half-cups for women who fall between traditional sizes.
While Zak said she is eager to bring together the “unique expertise of both brands,” she noted that ThirdLove’s Fit Finder technology will remain exclusive to its website. At this time, ThirdLove and Dia & Co do not have plans to release co-branded intimates or a collaborative product line.
Founded in 2015, Dia & Co. began with a subscription service dubbed Dia Style Box, wherein the company’s stylists curated shipments for members featuring five styles per month. In 2019, the company diversified its offering, allowing shoppers to choose their own items or make a la carte purchases. Now, Dia & Co offers both subscription boxes and the ability to shop the marketplace for individual items from brands like Marc New York, Chetta B., London Times, Leota, Lovefool, Fila, Jessica Simpson and Bobeau, as well as a handful of its own private labels.
In June, the e-tailer tapped another DTC womenswear brand, M.M. LaFleur, for a collaborative capsule collection of professional staples like wrap dresses, pencil skirts, blazers, trousers and cardigans for consumers preparing to return to professional workplaces. Shoppers can purchase the individual pieces from the drop, which range in price from $49-$109, or add them to their Dia Style Boxes.