ThirdLove, the top online bra brand for millenials, announced the acquisition of Kit Undergarments, the cult favorite intimates brand founded by celebrity stylists Jamie Mizrahi and Simone Harouche. Relaunched April 26, 2022 as Kit Undergarments for ThirdLove, the brand will continue to offer innovative, elevated basics that form the foundation of every woman’s wardrobe. The acquisition of Kit Undergarments is the first by ThirdLove and a major tentpole moment, as it sets the stage for long-term growth and success of both brands.
While ThirdLove had been expanding its business – including opening brick and mortar stores and recently launching into sports bras and sleepwear – the brand had its eye on something bigger. “We wanted to create a sub-brand that targets a younger demographic,” stated Heidi Zak, co-founder and CEO of ThirdLove. “Rather than leveraging our team’s time and effort on creating a new brand from scratch, our solution was to find an incredible existing brand we could scale through the backing of ThirdLove.”
Added Ra’el Cohen, co-founder and chief creative officer, “Kit Undergarments is a perfect fit, as they are also focused on essential pieces but from the perspective of stylists. Similar to ThirdLove, and very important to us, they are female-founded and aligned with our broader mission to ensure all women are comfortable and confident.”
Together, the two companies are joining forces to lead the digital-first intimates market, with a focus on expanded partnerships, content creation and influencer engagement. For their part, Mizrahi and Harouche will leverage their expertise with youthful, soft, wireless bralettes and underwear.
“When we founded Kit Undergarments, we set out to curate a one-stop-shop where you could find all of your most essential items for getting dressed,” said Mizrahi.
After launching in 2019, she and Harouche sought to provide the kind of products and personalized service one would expect of a stylist, while investing in practices close to their hearts, like Breast Cancer Awareness Month, which it recently partnered on with ThirdLove.
“Growing our business is our top priority,” stated Harouche, “and so is giving back to our community. ThirdLove is providing the support we need to accomplish all of this.”
