A lingerie startup that says it sells one bra per minute just raised $40 million

Zivame.com

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Zivame, a 4-year-old startup based in Bangalore, just raised more than $40 million to change the way women buy underwear online. 

So far, the strategy seems to be working; Zivame says it’s selling one bra per minute. 

Investors include Khazanah Nasional Berhad and Zodius Technology Fund, a fund owner by the Malaysian government, according to TechCrunch.

“We offer a shopping experience that’s both private and convenient so even men can shop [for women] with ease,” CEO and cofounder Richa Karthe wrote on Zivame’s site.

In India, a lot of lingerie stores are staffed by men, which can make shopping for bras and underwear feel awkward. 

“We want to empower women to shop for their most intimate wear in the most intimate environment – their mobiles,” Karthe told Tech in Asia. Zivame currently receives more than 60 percent of its traffic from mobile devices.

Zivame.com boasts more 600 lingeries styles to choose from. Since launching, the company has also expanded to selling swim suits, nightwear, and sports attire.

Right now, the Zivame only operates online; it has no physical stores. But Karthe expects that to change soon.

Karthe told TechCrunch that the company could soon debut real “experience stores.” Like Victoria’s Secret, women may soon be able to request consultation and bra fittings. 

Zivame expects to open 100 of these kinds of shops in India’s top cities.

A number of lingerie startups have begun to go after Victoria’s Secret. Adore Me is a U.S. based company with a similar strategy that’s generating more than $16 million in revenue annually.

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Alison Lou, Morgan Lane Launch Lingerie Collaboration at By Chloe

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On Tuesday night, Alison Chemla and Morgan Lane gathered their circuit of “It” girl friends to celebrate the lingerie collaboration between their two lines, Alison Lou and Morgan Lane.

Drake Burnette, Caroline Vreeland and Harley Viera Newton gathered at newly opened vegan spot By Chloe in the West Village to check out the line, which includes a set of days-of-the-week underwear, a button-down sleep shirt and an embroidered sleep mask.

“Morgan and I kind of grew up together, we both grew up in the city,” Chemla said. “We’ve known each other since high school,” Lane chirped.

As both girls were launching their respective lines, they admired each other from afar until finally they set up a project over e-mails. “I’ve always wanted kind of a fun, days of the week set, because they’re so cute,” Chemla said.

Meanwhile, Lane, accompanied by mother Jill Stuart, said, “We both have a love for this whimsical approach to fashion. Lingerie and jewelry are both timeless, love-yourself pieces.”

The collaboration launched last week on both brands’ sites, as well at places like Fivestory and Shopbop. After the last of the vegan chocolate cupcakes were polished off, guests left with the line’s silky sleep mask in tow, which will perhaps come in handy once the late nights of New York Fashion Week get going.

“I don’t know how long this will last but I never want it to go away,” Chemla said of the collaboration. “I run around in this underwear in my office, and the girls that work with me are like, ‘What are you doing?’”

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