Dive Brief:

• DTC swimwear brand Andie, launched in 2017, is looking for growth outside of the swimwear space with an entry into intimates, according to a company press release. Its debut collection, dubbed Andie 24/7, is a line of inclusive intimates in sizes 0 to 26.

• The company's first intimates line features two bralettes and three underwear styles: the Tank Bralette, the Plunge Bralette, the Bikini, the Thong and the Brief. Bralettes go for $28, and underwear goes for $12, with discounts for bundles.

• An entry into intimates is the beginning of "a significant platform expansion into other categories," the brand said. 

Dive Insight:

Andie entered the swimwear market shortly after Victoria's Secret exited the category, and with its latest launch, the brand is setting itself up to challenge the stalwart player further, along with others in the segment.

Victoria's Secret has since reintroduced the swimwear category and brought it back into stores. But younger brands have been challenging the company for market share in both swim and intimates more broadly for years, attempting to capitalize on the disillusionment many have felt as a result of the company's "sexy" brand image.

Among them is Aerie, American Eagle's intimates brand that has since expanded into swimwear and activewear, both areas that Victoria's Secret plays in. American Eagle wants to expand the brand even further, with a plan to double revenue to $2 billion. DTC players have also swarmed into the category, though. Lively, launched by a former Victoria's Secret executive, offers intimates, swimwear, loungewear, activewear and fragrance categories, with a focus on comfort and more down-to-earth marketing than Victoria's Secret.

For Andie, the launch into intimates came after a year of research and development. The focus is on "exceptional fit," and customer feedback and learnings from its swimwear category have informed the launch, according to the company. Andie also offers virtual fit appointments to account for the fact that its products can't be bought in stores.

The DTC brand is pinning its intimates launch to comfort, which has been the focus of many players challenging the likes of Victoria's Secret and has seen a surge since the global health crisis has kept consumers stuck at home.

"While the world is thankfully opening up again, the comfort movement is here to stay," Melanie Travis, founder and CEO of Andie, said in a statement. "The #1 request we've received from our customers outside of swimwear was for intimates."

This initial collection is focused on building out the basics, but the brand has plans to "experiment with different fabrics, colors, cuts and designs" going forward.