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WearLIVELY has raised $10.5M across 2 funding rounds.
Key people at WearLIVELY.
WearLIVELY has raised $10.5M in total across 2 funding rounds.
LIVELY develops modern intimates, primarily bras and undies, establishing a new category coined “Leisurée.” This approach blends the aesthetic and comfort of athleisure with traditional lingerie, offering elevated everyday essentials designed for modern self-expression. The company focuses on creating foundational pieces that blur the lines between comfort and style, catering to contemporary sensibilities.
Michelle Cordeiro Grant founded LIVELY in 2016, drawing on her five years of experience as a digital merchandising executive at Victoria’s Secret. Her insight stemmed from a desire to redefine what makes women feel sexy, moving beyond conventional ideals to celebrate smart, healthy, outgoing, and confident attributes. This led to the creation of a brand that truly resonates with the modern woman.
LIVELY’s products are embraced by women who value confidence and comfort in their intimate wear. The brand aims to inspire self-assuredness from the first layer, offering designs that support an active and empowered lifestyle. Its vision extends to becoming a global brand that champions this updated perspective on femininity and personal confidence.
WearLIVELY (LIVELY) is a direct-to-consumer apparel company specializing in bras, undies, loungewear, swimwear, and activewear that blend high-style lingerie with ultimate comfort, creating a new "Leisurée" category.[1][2][5] It serves women seeking empowering, inclusive intimates inspired by modern ideals of confidence and vitality, solving pain points like restrictive sizing, lack of sustainability, and uninspiring designs through size-inclusive products, recycled materials, and community-driven ethos.[3][4][5] Founded in 2015-2016, the company raised $15M in funding, achieved ~$12M annual revenue with 62 employees pre-acquisition, built a 150K+ ambassador network, opened retail stores, partnered with Target, and was acquired by Wacoal in 2019 for $85M-$105M, fueling post-acquisition growth to $11M online revenue in 2024.[1][2][4][6]
WearLIVELY was founded by Michelle Cordeiro Grant, a former Victoria's Secret executive, in 2015 (with official launch in 2016) and headquartered in New York.[1][2][4] Drawing from her industry experience, Grant envisioned lingerie that empowered "smart, healthy, outgoing, and confident" women, blurring lines between lingerie, activewear, and swim for a "Leisüre" movement focused on mindset over mere products.[2][3][5] Early traction exploded pre-launch via global DMs and emails praising its value alignment; the company secured $15M in Series A funding by 2018 (including $6.5M that year), grew to four retail stores, launched sustainable lines, and hosted events, culminating in its 2019 acquisition by Wacoal to scale inclusivity and accessibility.[2][4][5]
WearLIVELY rides the direct-to-consumer (DTC) revolution in apparel, amplified by e-commerce personalization and social commerce trends, where brands bypass traditional retail for community-led growth.[1][3] Timing aligned with post-2010s shifts toward body positivity, sustainability, and athleisure—market forces like rising female consumer spending on ethical intimates (vs. legacy players like Victoria's Secret) favored its launch.[2][4] It influences the ecosystem by normalizing "Leisüre" as a category, inspiring competitors like ThirdLove in fit/comfort focus, and proving DTC acquisitions (e.g., by Wacoal) accelerate sustainability and global reach in a $100B+ lingerie market.[3][4]
Post-acquisition, WearLIVELY is expanding sustainable lines into activewear and beyond under Wacoal's resources, with flat ~$11M online revenue signaling stabilization amid e-comm saturation.[4][6] Trends like AI-driven personalization, circular fashion, and Gen Z's wellness-intimates demand will shape it, potentially driving growth via global retail and tech-enabled community tools.[5][6] Its influence may evolve from DTC disruptor to category leader, empowering more inclusive apparel if it innovates on eco-materials and metaverse experiences—reinforcing that true sexiness starts with confidence in comfort.[2][5]
Key people at WearLIVELY.
WearLIVELY has raised $10.5M in total across 2 funding rounds.
WearLIVELY's investors include Harvey Sanders, GGV Capital, NF Ventures, Robin Li, Leandra Medine, Gelmart International.
WearLIVELY has raised $10.5M across 2 funding rounds. Most recently, it raised $6.5M Series A in September 2018.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Sep 11, 2018 | $6.5M Series A | — | Harvey Sanders, GGV Capital, NF Ventures | Announced |
| Oct 25, 2016 | $4M Seed | Harvey Sanders, Robin LI | Leandra Medine, Gelmart International | Announced |
