A former Victoria's Secret exec has a new $35 bra company — and it wants to avoid one of retail's deadliest mistakes

pulse

May 9, 2018 3:19 PM

Lively is a direct-to-consumer lingerie startup founded by former Victoria's Secret exec Michelle Cordeiro Grant in April 2016. It's taking the industry by storm with $35 bras.

The store sells
Cordeiro Grant said the company will never offer markdowns on its bras.

The goal is to build a cult following of customers who want to shop the brand long-term rather than be lured in by discounts in the short term.

In the past, Wexner has been vocal about the fact that heavy discounting was an error.

Ralph Lauren, Michael Kors, and VF Corp - the parent company of brands such as North Face and Timberland -

rolled out in small batches. And since its supplier is an investor, Lively has more flexibility to use a "read and react" process, she said.

Lively is now testing pop-up locations around the US and working out how to launch into physical retail. For the moment, it's in a test phase and willing to try whatever it can, and that's one of its biggest advantages.

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