Heidi Zak ExplainsThe brand now services an estimated 87 percent of women. Launched in 2013 with the help of her cofounder, co-CEO, and husband, David Spector, ThirdLove, with its half-cup sizes, its quiz to determine what bra works best, and its convenient direct-to-consumer format, has been a viral success, yielding annualized revenue growth that has exceeded 450% for the past two years.
ThirdLove, the data-driven bra company founded in 2013 by former Google marketer Heidi Zak (who was inspired after she struggled to find a bra that didn't gap or tug), has gained a reputation for making some of the best-fitting bras and having one of the easiest at-home try-before-you-buy programs.
CMO Ed Razek said in the interview that he didn't think the company's annual fashion show should feature "transsexuals" because "the show is a fantasy." He also said that the brand would not be adding larger sizes to its assortment and that it had no plans to feature plus-size models in its runway show.
Provider of lingerie and underwear designed to offer the perfect fit for every company's lingerie comes in 78 sizes which are 40 more than traditional brands, enabling women of every shape to get their desired underwear size that are free from lousyness and bad fits.
Several former and current employees spoke to the outlet about their experiences with the brand, charging that co-CEO David Spector — who is much less visible that his wife, co-CEO Heidi Zak — contributes to an intimidating, dismissive, condescending, and bullying management style, and the company as a whole isn't quite so pro-female-employee as its public image might make it seem.
From marketing to product development, data has allowed ThirdLove to grow faster than any other online bra and underwear startup. The chief marketing officer of Victoria's Secret's parent company had recently made controversial comments about transgender models during an interview with Vogue.
Passionate about making great-fitting, comfortable and beautiful bras for all women. Spector said the company uses every digital channel they can to reach their customers, as well as some more traditional ad tactics like direct mail, TV, Heidi Zak radio and billboards. The couple told the employees, many clad in their work uniform” — a grey t-shirt printed with ThirdLove — that the tremendous growth was because of their great service to customers of the online-only business.