Lively

Lively, legally known as Intimates Online, Inc., operates as a direct-to-consumer brand in the women's innerwear market, offering products that bridge the gap between lingerie, activewear, and swimwear. The company was founded in 2015 by Michelle Cordeiro Grant, who drew upon her extensive experience in merchandising and strategy at major corporations like Victoria's Secret and Nautica. Cordeiro Grant identified a market gap for comfortable, stylish innerwear that consumers could wear all day, a departure from the choice between aesthetics and comfort she observed. This insight led to the creation of "Leisurée," a term coined by the company to define its new category of products that blend the best elements of high-style and comfort.

The business model is primarily anchored in e-commerce, a digitally native approach that proved strategic in reaching millennial consumers. This online focus is complemented by a strong social media presence and a brand ambassador program that cultivated a community of over 80,000 individuals, which was integral to its growth. Before its acquisition, Lively secured $15 million in venture capital funding over four rounds. In a significant milestone, Japanese lingerie manufacturer Wacoal Holdings Corp acquired Lively on July 31, 2019, for an initial $85 million, with potential performance-based additions. The acquisition was a strategic move for Wacoal to tap into a younger demographic and leverage Lively's digital marketing expertise, while Lively gained access to Wacoal's extensive design, manufacturing, and distribution infrastructure for potential international expansion. Following the acquisition, Lively continued to operate as a separate entity, with Cordeiro Grant remaining as CEO until stepping down in October 2022 to transition into a founder and advisory role.

Lively's product line includes bras, underwear, swimwear, and loungewear, all designed with a focus on simplicity, comfort, and inclusivity. The company prides itself on using high-quality components and has a dedicated factory, enabling it to be responsive to customer feedback and streamline its supply chain. Initially, all bras were priced at a standard $35 to simplify the consumer experience. The brand serves a customer base that values both style and comfort, and it has successfully built a community around its ethos of empowering women. Revenue is generated through the direct sale of its products via its website and physical stores in locations such as New York and Chicago.

Keywords: Leisurée, direct-to-consumer lingerie, innerwear, Michelle Cordeiro Grant, Wacoal acquisition, community-driven brand, e-commerce apparel, women's loungewear, inclusive sizing, brand ambassadors, bralettes, swimwear, digitally native vertical brand, venture-funded apparel, intimate apparel, online retail, New York startup, undergarment brand, comfortable bras