The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Parade Raises $20 Million in New Round, Bringing Valuation to $140 Million

parade, underwear, advertising — Parade's new funding round will help the brand scale its business and open physical retail pop-up shops. Courtesy.

Alexandra Mondalek

30 September 2021

The direct-to-consumer intimates brand intends to use the funds from the Series B round, led by investment firm Stripes, to expand its product offerings, open brick-and-mortar pop-up shops and make new sustainability commitments, according to a press release.

To date, Parade has raised $43 million in funding and is projected to quadruple revenue growth by the end of 2021, according to the brand. Since it launched in 2019, Parade has grabbed the attention of DTC veterans, including Warby Parker co-founder Neil Blumenthal, for its punchy marketing and insistence on inclusivity, helping to redefine the DTC brand marketing playbook. But Parade’s future is not without challenges, as DTC darlings before it — including Warby Parker and AllBirds — struggle to scale as their companies mature.

Learn more:

How Not to Be a Boring Direct-to-Consumer Brand

In a fashion and beauty market packed with look-a-like labels, more start-ups are breaking the mould with a bolder aesthetic.

In This Article

Topics

Retail

How Rent the Runway Came Back From the Brink

The rental platform saw its stock soar last week after predicting it would hit a key profitability metric this year. A new marketing push and more robust inventory are the key to unlocking elusive growth, CEO Jenn Hyman tells BoF.

For Struggling Public Companies, Going Private Is No Panacea

Nordstrom, Tod’s and L’Occitane are all pushing for privatisation. Ultimately, their fate will not be determined by whether they are under the scrutiny of public investors.

Why Esprit’s Ambitious Rebrand Fell Short

The company is in talks with potential investors after filing for insolvency in Europe and closing its US stores. Insiders say efforts to restore the brand to its 1980s heyday clashed with its owners’ desire to quickly juice sales in order to attract a buyer.

How Adidas Sambas Took Over the World

The humble trainer, once the reserve of football fans, Britpop kids and the odd skateboarder, has become as ubiquitous as battered Converse All Stars in the 00s indie sleaze years.