DTC

Parade pairs up with Urban Outfitters to sell undies offline

The DTC retailer aims to capitalize on the “offline underwear” category
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Parade

· less than 3 min read

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What happens when a hipster retailer and the internet’s favorite underwear brand move in together? Just ask Parade, which has joined forces with Urban Outfitters for its first physical retail partnership.

Starting August 1, Parade will share a bold assortment of sustainable-fabric undies with an 18-piece capsule collection.

  • The new roomies will live at 25 Urban Outfitters locations in the US, including New York City, Miami, and Washington, DC, connecting with “cultural spheres” across the country, Cami Téllez, CEO, founder, and creative director at Parade, told Retail Brew.
  • The announcement comes months after the company—valued at $140 million last year—secured $20 million in funding. It has eyed expanding into physical space from the DTC-only territory ever since.

According to Téllez, 80% of the underwear category is offline, and defined by “a number of incumbent brands” with significant partnerships with malls starting in early 2000s, to “built their cultural hegemony through an expanded retail footprint.”

“There are millions of customers across the US every day that are purchasing in person because of convenience, or emotion, and Parade is ready to play in that sphere,” she said.

Growth plans: The retailer also plans on new in-store experiences across the Urban Outfitters locations, including a content creation studio, Téllez added. Although this is Parade’s first retail partnership, the brand also introduced a NYC pop-up back in December 2021 and Téllez said Parade plans on announcing “additional retail channels” this year.—JS

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