Heidi Zak, CEO ThirdLoveHeidi Zak (left) and Ra'el Cohen, founders of ThirdLove. With so many shapes, sizes, and needs, the process of creating a flawless bra bubbled up a number of challenges, one of which was moving beyond the brick and mortar experience and developing better bra sizing and fit without ever meeting the woman in person.
When I started ThirdLove, I set out to create a brand that all women could rely on. So with a promise like Bras and underwear for every body” comes a responsibility to uphold it. It's not an empty tagline that we preach because it sounds nice; it's a way for us to hold ourselves accountable….
The company has come a long way from its original data collection system — asking women, via a Craigslist ad, to come to its San Francisco headquarters wearing their best bra and take a photo of their breasts with an app that could calculate their bust size.
For ThirdLove, now may be the best time to grow in light of difficulties at rival Victoria's Secret With that in mind, the intimates brand is pursuing every strategy, from opening stores in select markets to bringing on board creative agencies, to bolster its marketing and branding efforts.
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.
Once the company helps customers find their size, it's easy for them to order and reorder. Co-founding ThirdLove has been a rewarding experience for Zak. Heidi Zak co-CEO ThirdLove A screenshot of David Spector's Instagram Story about Victoria's Secret. Heidi Zak says she's on a mission to find the perfect bra for every woman.