Lively raises $6.5M to bring its comfortable and inclusive lingerie to brick-and-mortar stores

TechCrunch | 9/11/2018 | Staff
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Roy Raymond opened a little store called Victoria’s Secret, now one of the most popular lingerie businesses in the world, because he was embarrassed to buy lingerie for his wife in department stores.

The brand was founded on the premise that men needed a safe space to buy lingerie for women and women needed a larger variety of sexy, angelic bras and other intimates to wear for men.

Women - Today - Lingerie - Time

But it’s 2018. Women, today, buy lingerie for themselves. They want to be comfortable and functional and beautiful all at the same time.

“[Victoria’s Secret] was always about the angel and the fantasy and a lot of push up and wire so women’s bodies could conform to a marketing campaign,” said Michelle Cordeiro Grant, founder and CEO of direct-to-consumer lingerie startup Lively, and a former Victoria’s Secret senior merchant. “Inspiring women to be Candice Swanepoel is not feasible for most women in the world. I wanted to create a product that is for women and by women.”

Gap - Market - Bras - Underwire - Date

Recognizing the gap in the market for bras that don’t stab you with underwire, she built Lively. To date, the company has raised $15 million in venture capital funding, including a $6.5 million Series A investment from GGV Capital, NF...
(Excerpt) Read more at: TechCrunch
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