Dive Brief:
- DTC intimates brand Parade on Tuesday launched its first swimwear collection inspired by its most popular bralette and underwear styles.
- The collection, which is designed to be mixed and matched, features two one-piece styles, three bikini tops and four bottoms, according to details sent to Retail Dive. Products are available in size XS to 3XL and come in six colors.
- Individual pieces start at $32, but consumers can receive a 30% discount when they choose to make their own suit, the brand said.
Dive Insight:
About three and a half years after launching, Parade is entering a new category with its first swimwear collection.
The brand, which became known for its size-inclusive bralettes and underwear, has expanded over the years to also offer sleep and loungewear, lingerie and apparel like dresses, bodysuits and T-shirts.
The move into swimwear is a natural extension for the intimates brand and follows similar moves of others in the category. Victoria’s Secret reentered the swimwear category in 2019 after exiting in three years prior. DTC intimates brand Knix launched a swimwear collection in 2020. And in 2021, swimwear brand Andie launched an intimates collection.
For Parade, the launch stemmed from customer feedback, with the brand saying it was the most asked for collection among its shoppers.
Parade’s swimwear collection leans into the brand’s commitment to sustainability. Products are made using EcoSplash, a material created by using recycled bottles. Last year, the company introduced Second Life by Parade, a free recycling program where consumers can return gently used underwear. Parade has plans to become climate positive by 2025, which includes converting its corporate facilities to clean or renewable energy and diverting its corporate and factory waste from landfills.
And while Parade is operating among decades-old DTC darlings, it’s become a brand to watch. The company in 2021 reached a $140 million valuation after securing $20 million in Series B funding. Later that year Parade opened its first brick-and-mortar store in New York City’s SoHo neighborhood. The brand has also formed wholesale partnerships with some of the biggest players in the industry, including Target and Urban Outfitters.
