If you’ve been laid off, are concerned about a layoff or just tired of the mind-numbing job you have and want to create an income you can’t ever be fired from, these stories are here to help inspire you on your journey.
Today, I’m going to share the inspiring journey of Heidi Zak and David Spector, the co-founders of ThirdLove, a revolutionary brand that changed the way we think about bras and lingerie.
In 2013, Heidi Zak and David Spector were two ambitious individuals with a shared dream: to create a lingerie brand that felt personal, inclusive, and revolutionary.
At the time, the lingerie industry was dominated by a handful of well-established players that weren’t necessarily catering to every woman’s needs.
Heidi, a former executive at a tech company, noticed that bras, as basic as they seem, were often uncomfortable and poorly sized for many women. The lack of attention to the diversity of women’s bodies and their needs was glaring.
Heidi Zak: once said "It was so frustrating as a woman to try on bras that didn’t fit or weren’t made with real bodies in mind. I realized there was a huge gap in the market for a better solution."
With her background in business and tech, she teamed up with her husband, David Spector, who had experience in data science and business strategy.
Together, they founded ThirdLove, a direct-to-consumer lingerie company with a unique twist: a focus on personalization and comfort through a membership or subscription-based model.
What really set ThirdLove apart from other lingerie brands was its commitment to revolutionizing the shopping experience, particularly when it came to fit.
ThirdLove was one of the first brands to introduce a "try before you buy" model, which allowed customers to order multiple sizes and styles to find the perfect fit, and then return what didn’t work. It was all part of their bigger vision to create a more inclusive brand.
Heidi Zak: later stated “We wanted women to feel confident in their underwear, and that meant understanding that everyone’s body is unique. It wasn’t about selling a product, it was about offering a solution."
ThirdLove’s subscription model was designed around comfort and personalization.
By sending customers a box of bras that they could try on at home, it allowed people to take the time to see what worked best for them.
The subscription component meant that customers could receive new styles or replace old bras based on their preferences.
But of course, no journey is without its challenges. When Heidi and David first launched ThirdLove, they faced skepticism, particularly from the more traditional lingerie retailers. Convincing women to try an online-only brand with a fitting model that was new and unfamiliar was no easy feat.
David Spector: said “When we started, many people told us we were crazy. The idea of selling bras without fitting rooms or in-person experiences was unheard of. But we knew we had something unique."
And there were other challenges as well. The couple was bootstrapped in the beginning, meaning they had limited funds to get the business off the ground. This forced them to be highly strategic and creative with their marketing, focusing on building a strong, authentic brand presence online.
They also faced the challenge of scaling their technology to accommodate the demand. As the business grew, it became increasingly difficult to maintain their personalized customer experience without investing heavily in tech and data analytics to improve their sizing algorithm.
But they didn’t give up. They continuously listened to their customers, improved the fit and selection, and leaned into their data-driven approach. Their success came from understanding the intricate needs of their audience and developing a solution that worked.
Fast forward to today, ThirdLove is a household name in the lingerie space. They’ve managed to carve out a niche where comfort, quality, and inclusivity are the focal points, and they’re still pushing boundaries.
ThirdLove’s commitment to comfort and inclusivity has paid off. The brand has reached an impressive $100 million in annual sales and has raised over $60 million in venture capital funding. Their bra size offerings are revolutionary—offering 78 sizes compared to the industry average of 30, catering to a wide range of body types.
But it’s not just about the sales. ThirdLove has become a leader in body positivity, using their platform to promote diversity and self-love.
The brand’s impact is felt not only through its products but also through its involvement in charitable initiatives, such as donating millions of bras to women in need.
Heidi Zak: “Our mission has always been about more than just selling bras. It's about empowering women to feel comfortable and confident in their skin."
Today, Heidi Zak and David Spector are more than just entrepreneurs; they are thought leaders in the world of direct-to-consumer retail and inclusivity.
Third Love's ongoing success has set a new standard for how brands should approach their customers—prioritizing personalization, comfort, and quality.
As for their personal net worth, it’s estimated that Heidi and David are worth around $100 million collectively, thanks to the success of ThirdLove.
Looking ahead, ThirdLove is continuing to expand, innovate, and redefine the lingerie industry. The couple is still involved in every aspect of the business, ensuring that their mission stays true to its roots of comfort, inclusivity, and customer care.
From a small idea born out of frustration with the lack of fit and comfort in lingerie, to a multi-million-dollar company that has reshaped an entire industry—Heidi Zak and David Spector’s journey is one of determination, innovation, and passion.
Their story proves that by staying true to your values and listening to your customers, you can overcome any challenge and achieve incredible success.
Remember, you don’t have to build a billion-dollar business, you only need to take it to your dream. Whether that gets you by very comfortably - to millions, - or billions, your happiness is the key.
We hope you enjoyed today’s story. Maybe soon, I’ll be talking about your story.
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Thank you for reading today’s article of Life By design 360. We hope Afton and Carly’s journey inspired you, and if you're considering a start-up, their story is one worth following.
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