Parade acquired by Ariela & Associates
Online lingerie brand Parade has been acquired by Fruit of the Loom licence owner, Ariela & Associates International.
In a statement, the new owner said Parade will benefit from AAI’s best-in-class sourcing, design and forecasting capabilities which will help the brand to scale in the US and around the world.
Since launching in 2019, Parade has aimed to set new standards for inclusivity and body positivity in the lingerie market and offers a wide range of products and sizes that cater to all body types.
Ariela Esquenazi, chief executive and president of Ariela & Associates International, said: “We admire the extraordinary impact Parade has had in such a short time and are thrilled to bring a brand that shares our values of authenticity, inclusivity, and sustainability to the AAI portfolio.
“Parade’s commitment to inclusive fast fashion which doesn’t compromise on its sustainable mission aligns seamlessly with our core principles and we believe that this union will allow us to create powerful synergies.”
Parade will become a lifestyle brand in AAI’s portfolio. This includes plus-size lingerie brand Curvy Couture, affordable intimates brand Smart & Sexy, and Fruit of the Loom, where AAI has held the master license in the bra category for 20 years.
