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ThirdLove’s Concept Store Is Now Open!

ThirdLove’s Concept Store Is Now Open!

portrait of Tricia Ismail
Tricia Ismail
Senior Editor

ThirdLove store in SOHO, New York City

Let’s Meet Face to Face

We are constantly inspired by the ThirdLove community. Through social posts, chats, and emails, you have helped us evolve our products, size expansions and content to become a brand that is truly made for and by the modern woman. Most recently, we’ve heard you ask to connect with ThirdLove, and our products, in real life.

So, We Did It

Introducing, the ThirdLove Concept Store in Soho, New York City. A pop-up shop that hosts a better bra fitting experience, you can meet our brilliant Fit Stylists in person, try on one of our 78 sizes (half-cups included) and reboot your bra drawer with pieces from our latest collection. A beautiful retail environment, the ThirdLove Concept Store is filled with inspirational details, never-knew-that-about-bras information and abundant moments of self-love that we hope you will carry with you beyond our doors.

Created with one-of-a-kind retail elements, we wanted to make sure we did things differently. Here’s how:

ThirdLove's bra store dressing room with daylight and twilight lighting options.

Thoughtfully Designed Fitting Rooms

We tested everything from lighting to paint color to make sure you feel great in our fitting rooms. With Daylight and Twilight lighting options, you can choose your best light as you try on our different styles. To get you the help you need without having to call out in your underwear, each fitting room has a “support” button that calls a Fit Stylist to your room with a blinking light above your doorway. For additional privacy, we have fitting rooms that are outfitted with a pass-through tray: if you want to swap a size or style, simply put the bra in the tray and pass it through the curtain, and the Fit Stylist will handle the rest.

The bra wall at ThirdLove store location in New York City

A Soothing Retail Environment

The ThirdLove concept store is made for stress-free, zero-heavy-lifting shopping. We took away the hangers and the overstuffed racks to create clean, sleek product displays for you to view our collection at your leisure. Our store also includes a concierge-style check out where our Fit Stylists can have your purchase shipped directly to your home, free of charge. If you can’t wait, you can also take certain styles with you immediately—whatever you want, this is bra shopping on your terms.

The seating area and bra wall display at ThirdLove's Concept Store in SOHO, New York City

Better Bra Fittings

We’ve taken our online Fit Finder® Quiz and translated it into a dynamic in-store experience. Fit Stylists can take you through our breast shape dictionary and fit issues and solutions, to help you better understand your perfect fit and find the right styles for you.

We believe that every body deserves the perfect fit and this is just the next step in continuing that mission.


If you find yourself in NYC, please come by and say, “Hi.” We’d love to see you! We are setting up shop at 347 W Broadway, between Broome and Grand, and are open seven days a week from 12 pm to 7 pm.

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