ThirdLove: $100M+ Sales & 60% Repeat Rate – How They Did It

Founded in 2012, lingerie brand ThirdLove has grown into an industry giant. After securing $55M in Series B funding in 2019, its eCommerce revenue surged to tens of millions by 2024. Airsang Design shares this standout brand case today.

60% Repeat Rate and Explosive Growth Across E-commerce Channels

In 2024, ThirdLove’s website generated $69M in revenue, with 2025 projections reaching $72–76M. A recent benchmark report shows an impressive 2.0–2.5% conversion rate—well above fashion retail averages.

Thanks to its proprietary Fit Finder (with 98% accuracy), customer loyalty and repeat purchases surged. Industry data reveals a 60% repeat rate—double the typical e-commerce average.

Why ThirdLove’s Loyalty Strategy Works:

• Data-Driven Fit Focus:
  ThirdLove’s strong retention and loyalty come not just from quality products, but from its data-led approach to fit and customer experience.
• Early Growth Metrics:
  At an early stage, sales grew 347% YoY, while repeat orders rose 62%.
• Conversion Boost:
  With Fit Finder and a “Try Before You Buy” policy, ThirdLove’s conversion rate exceeded industry averages by 20%.
• Product Milestone:
  By 2019, over 4 million bras were sold—a testament to the effectiveness of its model.

Through viral Instagram campaigns and strong customer reviews, ThirdLove has cemented its position as the go-to online bra brand for millennials—while steadily growing its appeal among Gen X shoppers.

78 Sizes, Deep Customer Insight at Its Core

ThirdLove’s Success Formula:

• Leadership-Driven Innovation:
  Led by co-founder Heidi Zak (former Google exec), the team blends tech expertise, creativity, and customer-first values. Together with her husband David Spector (ex-Sequoia, Google), they built a scalable tech infrastructure to support a seamless bra-buying experience online.
• Creative & Loyalty Vision:
  Co-founder Ra’el Cohen (Chief Creative Officer) shaped product design and launched the Hooked loyalty program—41% of customers enrolled by 2019, boosting engagement and retention.
• Size Inclusivity:
  Offering 78 bra sizes (including half-cups), ThirdLove meets the needs of women often underserved by traditional sizing—especially the 60% whose size falls outside the standard range.

This inclusive, data-driven model is what sets ThirdLove apart in the lingerie space.

Data-Driven Approach to Optimizing Omnichannel Marketing

Outperform the competition

ThirdLove’s Rise Amid Fierce Lingerie Competition

• DTC Advantage:
  While traditional retailers like Victoria’s Secret offer ~30 sizes, ThirdLove’s 78-size range expands its customer base. Its lean DTC model also shifts focus from overhead to ROI-driven marketing—fueling continued sales and share growth.
• Customer Loyalty Leader:
  ThirdLove’s focus on fit analytics delivers industry-leading repeat rates and low return rates by earning customer trust.
• Next Growth Phase: Omnichannel Optimization:
  As DTC competition intensifies, ThirdLove must apply its data-driven mindset beyond fit—enhancing the entire funnel from awareness to conversion.
• Role of MMM & Attribution:
  Tools like Media Mix Modeling (MMM) and real-time attribution can refine spend allocation. Competitor CUUP, for example, uses Fospha’s platform to optimize media ROI across channels and improve performance at every funnel stage.

A standout example: CUUP boosted TikTok engagement by 400% while maintaining strong ROAS.

ThirdLove’s expert fit and marketing continue to win loyal fans. Customers praise its seamless, ultra-comfy bras—calling the fit life-changing and “adjustment-free.” Reviews on Amazon echo the same: high ratings and strong approval for inclusive sizing.

Conclusion

Demographically, ThirdLove attracts a broad audience—primarily millennial women, with a growing Gen X base. Nearly half of new customers join its loyalty program, showing strong repeat rates. By featuring real women of all ages and body types in its ads, ThirdLove fuels authentic social buzz and 60% repeat purchases. At Airsang Design, we believe this blend of inclusivity and brand trust is key to long-term eCommerce success.