US company AAi acquires intimates brand Parade

Since launching in 2019, Parade has established itself as a trailblazing force in the intimate apparel industry, setting new standards for inclusivity, body positivity and self-expression. The digitally native brand's use of sustainably sourced materials and its trendsetting designs have quickly garnered a loyal customer base of young women who seek more from their intimate wear – not just in terms of style, but also in terms of values. With a wide range of products and sizes that cater to all body types, the brand is committed to empowering the next generation of women while supporting sustainable practices, the company said in a press release.

"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," said Ariela Esquenazi, CEO and president of Ariela & Associates International. "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 which includes plus-size lingerie brand Curvy Couture (acquired in 2019), affordable intimates brand Smart&Sexy, and Fruit of the Loom, where AAi has held the master license in the bra category for 20 years.

Fibre2Fashion News Desk (RR)