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Home / Technology / We shopped with a good startup which is taking Victoria's Secret with an experience it says is better than shopping in-store. Here's the verdict.

We shopped with a good startup which is taking Victoria's Secret with an experience it says is better than shopping in-store. Here's the verdict.



 Thirdlove Courtesy of Thirdlove

  • ThirdLove is an online good startup that launched in 201
    3.
  • The past year, it has been more public about the quest for shake up the lingerie industry and disrupt longtime leader Victoria's Secret
  • The company recently announced that it had raised $ 55 million in a round of funding led by consumer-focused private equity firm L Catterton. The C EOs of 23andMe and YouTube were among the other investors.
  • I decided to put it to the test.

I could probably count the number of times that I have ordered an item of clothing online and actually kept it on one hand. When I first heard about a startup that promises to find your perfect size and shape (a product that is famously hard to shop for) off the back of a 60-second online quiz, I was highly skeptical.

Clearly , others don't share my skepticism. Buzzy online good startup ThirdLove has become one of the most talked-about brands in the industry. In November, ThirdLove publicly slammed Victoria's secretary and executive from the lingerie giant called the startup out in an interview in Vogue. Last month, the company announced that it had raised $ 55 million in a round of funding led by consumer-focused private equity firm L Catterton.

Read more: 'Your show may be a "fantasy" but we live in reality ": Lingerie startup ThirdLove slams Victoria's Secret exec in full-page New York Times ad

ThirdLove invites customers to take a quiz on its website to determine which size and style they should buy. According to the company, over 12 million women have taken this quiz, and each time they take it and submit feedback, the algorithm becomes even smarter.

In a recent interview with Business Insider, Heidi Zak, co-founder and co-CEO of this husband-and-wife-run company, said that the brand isn't considering opening stores (at least at the moment) because its whole premise is built around making good shopping possible online.

"I started the company so she wouldn't have to go to the store," she told Business Insider. "No one wants to go good shopping. Technology is improving, everything is evolving. My focus is on digital and continues to build on it for this category."

With this in mind, we decided to put ThirdLove to the test:

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