The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The direct-to-consumer intimates brand will be stocked in 25 Urban Outfitters stores and on its website starting Aug. 1, the company announced Monday. It marks Parade’s first partnership with a third-party retailer.
As part of the arrangement, Parade will be releasing an exclusive 18-piece collection of bralettes and underwear.
“At Parade, we’ve been incredibly selective in identifying a retail partner to expand our footprint into the offline underwear category,” Cami Tellez, Parade founder and chief executive, said in a statement.
Parade joins a growing number of brands, both digital natives and traditional wholesale labels, to increase exposure in wholesale as the e-commerce boom slows down.
ADVERTISEMENT
Wholesale has the potential to allow Parade to acquire a new customer base, and increase their share of the underwear market outside of e-commerce, more effectively challenging Victoria Secret’s market dominance.
Learn more:
How to Navigate the Return of Wholesale
After a pandemic pivot to e-commerce, many brands are back to working with third-party retailers. This time, they say the terms are better.
In London, where independent labels have been hit hard by the implosion of key stockist Matches, brands like Clio Peppiatt, Marfa Stance and Completedworks have grown direct-to-consumer businesses that peers can learn from.
Apparel start-ups founded on the promise of offering men the perfect T-shirt are proving resilient in an otherwise dreary DTC sector rampant with fire sales, bankruptcies and steep revenue declines.
Apparel brands Knot Standard and Billy Reid are teaming up in a move investors say we may see more of as fashion start-ups seek alternative funding routes to grow their businesses.
Warby Parker, Everlane and other brands are partnering with small, but buzzy fashion labels as an inexpensive way to find new customers, and regain some status with shoppers who have moved on.