Victoria’s Secret rival ThirdLove debuts activewear with sports bra

On Sep 22, 2021

ThirdLove says it has been working on its sports bra design and fit for more than two years.

Source: ThirdLove

Lingerie start-up ThirdLove is hoping to get an even bigger leg up on its biggest rival, Victoria’s Secret, by launching into activewear.

ThirdLove announced Wednesday the debut of its workout line, including a range of sports bras that the company says it has been working on for more than two years.

ThirdLove said “sports bra” has become the most-searched term on its website in recent months, and CEO and co-founder Heidi Zak saw an opportunity to get into a growing, but highly competitive, activewear market, taking on the likes of Nike, Under Armour and Athleta. Victoria’s Secret has also been investing more in the category, recently debuting a line of sports bras and leggings called On Point.

“It’s a competitive market for sure, but there’s no company that’s saying sports bra for women, first,” Zak said in an interview. “When you say Lululemon, I think leggings. When you say Nike, I don’t think sports bra.”

While ThirdLove is also launching a selection of leggings and women’s workout tops, the centerpiece of this new line are its sports bras. The bra’s design is specific to a woman’s cup and band sizing. Rather than choosing from small, medium or large, women will select their regular bra size, such as a 34B or 32D. ThirdLove’s sports bras also feature an adjustable back strap. Prices range from $45 to $70.

“We aim to be the best sports bras that there is. Not to be mediocre, but to be awesome,” Zak said. “And it’s a growing market, so there’s plenty of room for new competition to come in and take market share.”

Citing data from market research firm NPD Group, Zak said ThirdLove has grown to be the top bra brand on the internet for the millennial demographic, based on sales and market share.

Comfort driving category growth

The company hopes to maintain that position by launching into another hot sector that can provide an additional lever for growth. According to NPD fashion analyst Kristen Classi-Zummo, the sports bra category has been on fire, even during the pandemic, when overall apparel sales took a tumble.

Year-to-date sales of sports bras in the United States have totaled $2.1 billion, up 53% compared from the same period in 2019, she said, citing NPD’s market research. On a year-over-year basis, sales of sports bras are up 48%.

“Comfort features are what’s driving the growth,” Zummo said. “And what a lot of brands are offering with sports bras is an elevated essential that’s not just for function and playing sport. They’re pretty and they’re comfortable.”

There isn’t one dominant retailer in the sports bra market today. Retailers’ private-label brands, taken together, account for about a third of the category’s sales, NPD said. This offers an opportunity for a company to try to get a stronger footing in the space.

As for Victoria’s Secret, which has been trying to appeal to more women by revamping its marketing, launching versatile…