ThirdLove snaps up Kit Undergarments

Millennial digital underwear brand ThirdLove announced on Monday it has acquired Kit Undergarments, as the cult-favourite intimates brand relaunches with a new name under its new owner.

Relaunching on Tuesday as 'Kit Undergarments for ThirdLove', the underwear brand will continue to offer innovative, elevated basics that form the foundation of every woman’s wardrobe, according to a press release from the San Francisco-based ThirdLove.

Founded in 2019 by celebrity stylists Jamie Mizrahi and Simone Harouche, the new Kit Undergarments for ThirdLove is a natural evolution for the digital intimates brand; the pair recently partneringh on an initiative for Breast Cancer Awareness Month.

"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.

“Growing our business is our top priority,” added Harouche, “and so is giving back to our community. ThirdLove is providing the support we need to accomplish all of this.”

The acquisition also marks ThirdLove's first takeover as a company, as it sets the stage for long-term growth and success of both brands.

“We wanted to create a sub-brand that targets a younger demographic,” said 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.”

Available from April 26, Kit Undergarments for ThirdLove items will retail online from $18 to $55 via ThirdLove.com.

ThirdLove snaps up Kit Undergarments

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