Third Love Not One Type Studio

ThirdLove is testing brick-and-mortar activations.

The intimate apparel start-up, which was founded by former Google executive Heidi Zak and her husband Dave Spector in 2013, teamed with Living Beyond Breast Cancer, a nonprofit organization, and Genetech, a biotech company, on the Not One Type Studio, which was open for one day.

Located at 579 Broadway, just a few stores from Victoria’s Secret, the Not One Type Studio offered a very different bra-buying experience. Customers were greeted with columns covered with matching bras before walking into a larger space that featured illustrations of various breast shapes. Customers weren’t able to purchase bras from the space, but they could complete a Fit Finder test with an associate via an iPad and touch and feel some of ThirdLove’s most popular styles, which retail from $60 to $70 and come in up to 70 sizes — including half sizes. The first 100 consumers received a gift-card to purchase a ThirdLove bra online.

“This is about one size doesn’t fit all and the uniqueness to breast shape. Over nine million women have completed the Fit Finder test and can target in on a certain recommendation and everything is unique” said Zak. “I wanted to partner with Living Beyond Breast Cancer and Genentech because it’s about education and understanding that there are different kinds of breast cancer and every woman is unique and every treatment is unique. We’ve always been about educating women about bras and empowering women.”

Despite this activation, Zak has no immediate plans to open any ThirdLove shops nor is Zak interested in outside investment or wholesale distribution.

“Our goal is to be a really large brand and control our own destiny,” said Zak, who worked with Bloomingdale’s in 2015 but ended the partnership. “We’ve had a lot of meetings with big retailers and it doesn’t make sense because you lose the relationship with the customer. We ended up pulling back with Bloomingdale’s because it was a tiny percent of sales and we lost that interaction of that customer experience that we owned from end to end. If you reach out to us, there is a certain level of service we want to provide and that’s core to who we are at ThirdLove.”

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