Viral Underwear Model Parade Has a New Proprietor – WWD

Parade, the disruptive direct-to-consumer intimates model, has been offered to Ariela & Associates Worldwide, the most important women-owned intimates firm within the U.S.

As a division of AAi, Parade will preserve its identification and artistic imaginative and prescient whereas leveraging AAi’s best-in-class sourcing, design and forecasting capabilities to scale within the U.S. and globally.

Since launching in 2019, Parade has established itself as a preferred Gen Z and Millennial model and trailblazer within the intimate attire business.

Phrases of the deal weren’t disclosed, however final yr, Cami Téllez, the model’s founder and chief government officer, advised WWD that it had reached a $200 million valuation because of its newest spherical of funding.

“I’m actually excited that now, after three years within the business, we’re form of coming to a degree the place Parade has grow to be actually ubiquitous; we’re celebrating one p.c of the class; we’re have fun a brand new [fund]elevate that values Parade at $200 million. This was an extremely tough class to interrupt into,” however Téllez added, “We constructed a extremely highly effective basis for rising the enterprise on,” she mentioned on the time. Téllez was additionally on WWD x FN x Magnificence Inc’s 50 Girls in Energy checklist for 2022.

Parade, which relies in New York and has 50 workers, has set new requirements for inclusivity, physique positivity and self-expression. The digitally native model’s use of sustainably sourced supplies and development setting designs have shortly gained a loyal buyer base of younger girls who search extra from their intimate put on, not simply when it comes to model, but additionally when it comes to values. Parade’s wide selection of merchandise cater to all physique sorts.

“We admire the extraordinary influence Parade has had in such a short while and are thrilled to carry a model that shares our values of authenticity, inclusivity and sustainability to the AAi portfolio,” mentioned Ariela Esquenazi, chief government officer and president of Ariela & Associates Worldwide. “Parade’s dedication to inclusive quick vogue which doesn’t compromise on its sustainable mission aligns seamlessly with our core rules and we imagine that this union will enable us to create highly effective synergies.”

Parade will be part of AAi’s portfolio, which incorporates plus-size lingerie model Curvy Couture, which it acquired in 2019, reasonably priced intimates model Sensible & Attractive, and Fruit of the Loom, the place AAi has held the grasp license within the bra class for 20 years.

Ariela & Associates grew inclusive lingerie model Curvy Couture enterprise 4 instances since buying the model in late 2019. AAi, in enterprise for over 25 years and privately held, sells over 60 million clothes a yr beneath their current manufacturers.

In February, when Parade launched underwire bras, Téllez advised WWD, “Hear, I believe each class we’ve entered, we’ve received. The final word purpose for Parade is to be the main underwear model for all individuals. We’ve established a cult-like following and offered over 6 million pairs of underwear. The subsequent section for us is ubiquity and increasing the place you could find Parade and increasing throughout classes and geographies.”

Final month, Parade collaborated with Ganni, the Copenhagen-based vogue model. The road leveraged Ganni prints and supplied vibrant colours comparable to signature leopard and floral patterns throughout bralettes, briefs, a thong and a catsuit. The collaboration was co-created by Téllez and Ganni’s inventive director Ditte Reffstrup. The pairing was designed to have fun variety and empower particular person to precise their distinctive identities.

Along with its d-t-c enterprise, Parade has been busy courting the Gen Z buyer inside brick and mortar shops as properly. Final yr, it connected with City Outfitters with an 18-piece assortment together with bras and underwear in an array of prints, colours and sustainable materials. 4 kinds have been unique to City Outfitters. In March, Parade unveiled its wi-fi bras and underwear at over 380 Goal shops nationwide and on Goal.com. As well as, Parade had a pop-up retailer in SoHo in New York Metropolis in 2021.