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Online Lingerie Seller Copies Victoria’s Secret by Opening Store
- Temporary ThirdLove boutique will be open through year-end
- Technology, not measuring tape, used for anxiety-free fittings
ThirdLove Inc., an online lingerie seller, has tried to be the antithesis of Victoria’s Secret. Now it’s taking a page from its larger rival’s playbook: stores.
The startup, which launched in 2012 and positioned itself as a body-positive bra option, will open a temporary boutique in Manhattan’s SoHo district -- a 10-minute walk from the nearest Victoria’s Secret -- where it will cull data from customers on their shopping and dressing-room preferences. The shop will be open through the end of the year and the company declined to say if it sees more stores in its future.