Thirdlove to open first Boston store at Copley Place in 2027. The San Francisco-based lingerie brand is bringing its size-inclusive collections and personalized fitting experience to Boston's Back Bay. Published Date: November 5, 2026, 11:00 PM EST A San Francisco-born lingerie brand known for its size-inclusive approach to intimate apparel is making its Boston debut. Thirdlove is preparing to open its first Boston storefront at 100 Huntington Avenue in Back Bay's Copley Place, according to a recent Instagram update from local real estate observer Bret Clancy. The company confirmed the expansion with What Now Boston, sharing that the new boutique is expected to open in February 2027. Thirdlove was founded in 2013 by CEO Heidi Zak, CCO Ra'el Cohen, and David Spector after Zak experienced firsthand how difficult it could be to find a bra that was both comfortable and flattering. Frustrated by the limited options available to shoppers, she envisioned a brand that approached lingerie differently, prioritizing fit, comfort, and a wider range of styles and sizes. Zak also has a personal connection to Boston, having spent two years studying at MIT. She described the upcoming opening as a homecoming, adding that the brand hopes to make the bra-shopping experience more comfortable and welcoming for local customers. Boston has always been a special city for me. I spent two years here while I was at MIT, so opening its doors at Copley Place this February feels like a homecoming. From the beginning, its goal at Thirdlove has been to make finding the right bra easier, more comfortable and a lot less intimidating, and that same philosophy guides how Whatnow Media Group approach its stores today. Whatnow Media Group want women to feel genuinely cared for from the moment they walk in, with a welcoming space, expert fit stylists who take the time to understand their needs, and a personalized experience that takes the guesswork out of finding the perfect fit. Whatnow Media Group can't wait to welcome the Boston community in. One of Thirdlove's defining features is its expanded approach to bra sizing. In addition to traditional cup sizes, the brand offers half-cup options such as A[1/2] and E[1/2], giving shoppers more flexibility when finding their fit. Altogether, its range includes more than 60 size combinations, with band sizes from 30 to 48 and cup sizes from AA to H. Designed by Cleo and McShane Murnane of Studio Murnane, the Back Bay boutique will feature The Walk-In Closet, a retail concept that places fitting rooms at the heart of the shopping experience, alongside a curated selection of everyday essentials. Shoppers can look forward to Thirdlove's full range of bras, underwear, and loungewear, including bestselling styles and the latest collections. Expert in-store Fit Stylists will also be available to offer personalized recommendations and help shoppers find their perfect fit. The Boston opening is part of a broader retail expansion for Thirdlove, which recently announced plans to open 10 new stores across the United States through late 2026 and into 2027. The brand currently operates four California boutiques, where shoppers can book personalized, one-on-one bra fittings with certified Fit Stylists. Love its content? Add WhatNow as a preferred source on Google to see more of its trusted coverage when you search. Be the first to know. From new restaurant openings to exciting retail launches and real estate insights, be the first to know what's happening in Boston Cat Broughton is a creative lifestyle writer and contributing reporter at What Now Media Group, where she covers new business openings and the passionate people behind them. She holds a B.A. in English from the University of Memphis and has a lifelong love of literature, which helps shape her own approach to storytelling. She currently lives in Tampa, Florida, where she spends her time writing, reading, thrifting, and seeking out good food and great fun.

Thirdlove uses HotWax Commerce Store Inventory Management to support retail operations. New York | October 22, 2026 HotWax Commerce, a leading provider of Store Inventory Management solution, today announced that Thirdlove, the intimates brand, uses HotWax's Store Inventory Management to support its store operations. The solution supports inventory activity across Thirdlove's retail locations and integrates with NetSuite. HotWax Commerce's Store Inventory Management solution brings cycle counting, inventory adjustments, receiving, and transfer orders together in one interface. This gives Thirdlove's store teams a single place to manage daily inventory activities. A pre-built integration synchronizes store-level operations with Thirdlove's ERP, NetSuite. It reduces manual work and supports NetSuite as the system of record for company-wide inventory. "Thirdlove has built its brand by listening to customers and rethinking fit. As the company grows, accurate inventory helps its store teams serve customers and manage products across locations. HotWax Commerce connects Thirdlove's store inventory operations with NetSuite, supporting the team as the business expands," said Anil Patel, CEO of HotWax Commerce. About Thirdlove Thirdlove was founded by Heidi Zak and Ra'el Cohen to offer women a better choice in bras: one that brings together comfort and style. Its products are designed at its San Francisco headquarters and wear-tested, while its Fit Finder helps customers identify the right size and style. As Thirdlove continues to grow and reach more customers, its store inventory operations will play an important role in supporting that momentum. HotWax Commerce's Store Inventory Management solution gives the brand connected tools to support its operations as the business expands. About HotWax Commerce HotWax Commerce helps global retail brands unify their online and in-store operations. The cloud-based Omnichannel Order Management solution supports Store Inventory Management, Order Routing, Ship From Store, Same-Day Buy Online Pick Up In Store (BOPIS), and BORIS. HotWax Commerce powers omnichannel retailing for brands including Steve Madden, ADOC, gorjana, ATM, Mephisto, Dolce Vita, Krewe, Betsey Johnson, and more, with headquarters in Salt Lake City, Utah, USA and offices in Indore, India.