The founder of Lively, Michelle Cordeiro Grant, saw that when pitching her concept to male investors they were turned off by the word "lingerie."
Today, the liesurée concept has redefined the intimates category. Many lingerie DTCs followed in Lively's footsteps and launched minimalist, comfort-first bras including ThirdLove, Cuup, and True & Co.Michelle Cordeiro Grant had a vision for a new type of bra brand, one that combined the functionality of the sport bra with the fun vibe of swimwear.
It would take something big to break investors' connotations with the word "lingerie" from the image that Victoria's Secret had created. Grant knew that getting funding depended on it. "I needed people to stop and listen to what I was actually creating," she said. The reaction wasn't quite what she was hoping for. The looks on their faces betrayed their tepid response. But Grant, ever-persistent in her idea, taped the piece of paper onto the wall, asking her team to "just sit with it and think about it."
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They raised a whopping $15.
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