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REAL ESTATE

First Look: Check out online lingerie brand Lively’s new store

BY Marianne Wilson

A direct-to-consumer startup brand that was recently acquired by a lingerie giant is expanding its fledgling footprint.

Lively has opened its third location, at Domain Northside, an outdoor lifestyle center in Austin, Texas. The brand, which was acquired by Wacoal International Corp. in July, opened its first permanent physical outpost last summer, in Manhattan’s SoHo neighborhood, which was followed by a second location, in Chicago. A fourth store is expected to open by yearend.

Lively, founded by former Victoria’s Secret executive Michelle Cordeiro Grant, describes itself as a brand built by women for women. Launched online in 2016, Lively has a growing following among younger consumers who are attracted by its inclusive positioning. It sells a variety of bra styles in a wide range of sizes, with all styles at $35 regardless of size. The company has since expanded into additional categories, including underwear, swimwear, activewear and more, with prices ranging from $35 to $65.

At 1,204 sq. ft., Lively’s new Austin outpost features the brand’s full range of product. It has a residential feel, with greenery, lounge chairs and sofas, and will host fitness and styling events, panels and other activities.

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