Recently, the American lingerie e-commerce company ThirdLove launched "Lounge", officially entering the field of casual wear. This expansion is the first time that this lingerie e-commerce company has entered other product categories.

ThirdLove's first major expansion

ThirdLove’s Lounge, which debuted Wednesday, includes hats, camo shirts, knit and button-down shirts, and French-knit shorts and jogging pants . The items range from $15 to $65 and are the company’s first major expansion from its core underwear and bras line.

“This is our first foray into broader product expansion, and we’re going to continue moving forward with a real focus on delivering products that can be integrated into every aspect of consumers’ lives, particularly in categories related to comfort,” said Heidi Zak, co-founder and CEO of ThirdLove.

Although ThirdLove has launched some non-core products before, including a cashmere top and bottoms launched in December last year, this entry into the casual wear field turns ThirdLove's foray into casual wear into a formal brand expansion.

The timing of ThirdLove's casual wear debut is also clever, as consumers continue to work from home, among other things.

Casual wear accounts for 31% of the clothing sector in the United States

The news comes on the heels of a study from The NPD Group that showed about 31% of Americans’ total spending on apparel this year is expected to go toward comfortable clothing, such as sweatshirts, sweatpants, sweatpants and pajamas.

These shifts in consumer spending have been a boon for sportswear brands and others that cater to these trends, with some launching sportswear collections and others seeing impressive growth through well-positioned new product launches.

Last October, Allbirds, headquartered in San Francisco, USA, launched its first clothing line. The company's business in the first few years was mainly footwear and socks. In January this year, Thinx, a New York-based company that produces feminine hygiene products, expanded into sportswear and launched related products.

The development pace of these brands further demonstrates that the US casual clothing market has huge room for development. This is a major trend worth grasping and paying attention to for retailers and related brands.

ThirdLove

USA

Underwear e-commerce

Casual Clothing