Anaono

AnaOno operates as a direct-to-consumer e-commerce brand specializing in lingerie and intimate apparel for individuals who have undergone breast surgery. The company was founded by Dana Donofree, a fashion designer who identified a critical gap in the market following her own breast cancer diagnosis and subsequent surgeries at the age of 27. Leveraging her decade-plus career in fashion, Donofree launched AnaOno in 2014 to provide beautiful, comfortable, and properly fitting options for bodies altered by mastectomies, lumpectomies, reconstruction, and other chest surgeries.

The company's core mission is to be "chest inclusive," catering to diverse surgical outcomes, including those with two breasts, one breast, no breasts, or newly reconstructed breasts. The business model is primarily centered on online sales through its own website, which serves a global customer base. AnaOno has also expanded its distribution channels through strategic partnerships with major retailers like Soma and Victoria's Secret, as well as being available in approximately 100 specialty boutiques across the U.S. and internationally. Revenue is generated directly from the sale of its products, which now includes loungewear and swimwear in addition to its core bra collections.

AnaOno's product line is distinguished by its thoughtful design features tailored to post-surgical needs. Bras are wire-free, crafted from soft, sustainable TENCEL™ modal and stretch lace to prevent irritation of scars and sensitive skin. Key features include pockets to accommodate breast prostheses or modesty pads, front closures for ease of use during recovery, and breathable mesh panels. The product design addresses a wide range of needs, from post-operative recovery to everyday wear, with a focus on restoring a sense of femininity and confidence. Initially bootstrapped, AnaOno secured its first seed funding round in 2018 and has since raised a total of $2.37 million to scale operations, expand product offerings, and enhance its marketing efforts.

Keywords: post-surgery lingerie, mastectomy bras, breast cancer apparel, chest inclusive, lumpectomy bras, reconstruction bras, wire-free bras, adaptive apparel, Dana Donofree, post-operative comfort, breast prosthesis pocket, sustainable intimates, inclusive lingerie, flat closure bras, surgical recovery wear, direct-to-consumer intimates, specialty lingerie, breast surgery recovery, body positive lingerie, women's health apparel