Lively underwear brand opens store in NYC

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Why can't high style and ultimate comfort live in one place?

That's the question Michelle Cordeiro Grant set out to answer when she started her bra and underwear brand Lively two years ago, officially opening her first Lively retail store on Mulberry Street in SoHo last month.

Michelle felt that women needed a brand that was for women, by women and also respected the unique body types we have and the unique souls we have within.

A Victoria's Secret alum, Michelle dropped the term lingerie in favor of "leisurée."

Michelle says leisurée comes from the athleisure and swimwear products that women are proud to wear and live in all day on a Saturday, bridged with the functionality of lingerie.

A big part of that is bras without underwire. Lively bras without an underwire are so soft that you can roll them up in a ball. Michelle says they've become a huge part of her business. She says that 70 percent to 80 percent of Lively sales come from bras without wires, which is incredible for a category that is very much anchored in wired products.

Lively bras are priced to sell with a perks program that gives customers a $10 voucher for every hundred they spend, plus bundling.

One bra costs $35, two bras are $55, and three bras are $75. Michelle says it's their way of incentivizing women to get their bra shopping done.

Lively started with 13 styles in 22 sizes in 2016 and now has more than 50 styles, including swimwear. The brand has experienced triple-digit growth every year and has more than 114,000 followers on Instagram.

The decision to start opening stores was all about community and experience. Michelle says the Lively store has three objectives: bring the Lively community together, get product feedback from the fitting rooms, and give customers a place to tell Lively what to create next.

And she is already thinking about Lively's next move. Michelle expects to open two to three more Lively experience stores in the next 12 to 18 months.

Lively Experience Store | 224 Mulberry Street, New York, NY 10012 | M–Sa 11am–7pm; Su 11am–6pm

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