Lively's new CEO, Kristin DiCunzolo, outlines her vision for the DTC lingerie brand, focusing on strategic growth while retaining brand DNA. She details plans for expanding into new product categories, diversifying retail channels beyond online, and launching into international markets, starting with Canada. This episode offers insights into how established DTC brands can evolve their offerings to an aging customer base while attracting new demographics during a leadership transition.
Key takeaways
Lively plans to expand its product categories to meet the evolving needs of its long-term customer base, acknowledging that a customer's preferences at 25 differ from those at 35, while also attracting new, younger audiences.
The brand will diversify its sales channels beyond direct e-commerce, indicating a move towards an omnichannel strategy to increase reach and accessibility.
Lively is targeting international expansion, with Canada being the first market for e-commerce launch, demonstrating a clear growth strategy beyond its domestic market.
The episode highlights the strategic importance of balancing established customer loyalty with the need to attract new demographics, suggesting a refined approach to product development and marketing.
The CEO's prior experience at Wacoal America signals a potential integration of traditional retail expertise with Lively's DTC foundation, offering a hybrid growth model.
For a company to grow, big changes must often be made. Such has been the case for Lively, a digitally native lingerie brand founded in 2015 by Michelle Cordeiro Grant. Since its inception, Lively has had much success navigating the crowded undergarment space, thanks in part to its prioritization of inclusion, community and connection, according to Cordeiro Grant. A few years into the brand's existence, Lively was acquired by Japanese lingerie company Wacoal in 2019 for $105 million. In August 2022, Cordeiro Grant announced she was stepping down. Kristin DiCunzolo, previously vp of marketing and direct sales at Wacoal America, was appointed Lively's president and CEO. In her new role, DiCunzolo has ambitious plans to catapult Lively's steady growth. That includes expanding the brand into new categories, diversifying its retail channels and launching it in international markets. Lively is launching e-commerce in Canada later this year. "Our community has grown with [Lively]. They've aged with us also. But what [the customer] liked when she was 25 might be different almost 10 years later. So we want to be sure [our products] continue to [excite her] while also igniting a new fresh audience," DiCunzolo said on the latest episode of The Glossy Podcast.
Lively plans to expand its product categories to meet the evolving needs of its long-term customer base, acknowledging that a customer's preferences at 25 differ from those at 35, while also attracting new, younger audiences.
What does this episode say about retail & omnichannel?
The brand will diversify its sales channels beyond direct e-commerce, indicating a move towards an omnichannel strategy to increase reach and accessibility.
What does this episode say about brand & content?
Lively is targeting international expansion, with Canada being the first market for e-commerce launch, demonstrating a clear growth strategy beyond its domestic market.
What does this episode say about founder & leadership?
The episode highlights the strategic importance of balancing established customer loyalty with the need to attract new demographics, suggesting a refined approach to product development and marketing.
What does this episode say about dtc strategy?
The CEO's prior experience at Wacoal America signals a potential integration of traditional retail expertise with Lively's DTC foundation, offering a hybrid growth model.
