Parade, the disruptive direct-to-consumer intimates brand, has been sold to Ariela & Associates International, the biggest women-owned intimates company within the U.S.

As a division of AAi, Parade will maintain its identity and artistic vision while leveraging AAi’s best-in-class sourcing, design and forecasting capabilities to scale within the U.S. and globally.

Since launching in 2019, Parade has established itself as a preferred Gen Z and Millennial brand and trailblazer within the intimate apparel industry.

Terms of the deal weren’t disclosed, but last 12 months, Cami Téllez, the brand’s founder and chief executive officer, told WWD that it had reached a $200 million valuation due to its latest round of funding.

“I’m really excited that now, after three years within the industry, we’re type of coming to some extent where Parade has change into really ubiquitous; we’re celebrating one percent of the category; we’re have fun a latest [fund]raise that values Parade at $200 million. This was an incredibly difficult category to interrupt into,” but Téllez added, “We built a extremely powerful foundation for growing the business on,” she said on the time. Téllez was also on WWD x FN x Beauty Inc’s 50 Women in Power list for 2022.

Parade, which relies in Recent York and has 50 employees, has set latest standards for inclusivity, body positivity and self-expression. The digitally native brand’s use of sustainably sourced materials and trend setting designs have quickly gained a loyal customer base of young women who seek more from their intimate wear, not only by way of style, but in addition by way of values. Parade’s big selection of products cater to all body types.

“We admire the extraordinary impact Parade has had in such a short while and are thrilled to bring a brand that shares our values of authenticity, inclusivity and sustainability to the AAi portfolio,” said Ariela Esquenazi, chief executive officer 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 consider that this union will allow us to create powerful synergies.”

Parade will join AAi’s portfolio, which incorporates plus-size lingerie brand Curvy Couture, which it acquired in 2019, reasonably priced intimates brand Smart & Sexy, and Fruit of the Loom, where AAi has held the master license within the bra category for 20 years.

Ariela & Associates grew inclusive lingerie brand Curvy Couture business 4 times since acquiring the brand in late 2019. AAi, in business for over 25 years and privately held, sells over 60 million garments a 12 months under their existing brands.

In February, when Parade launched underwire bras, Téllez told WWD, “Listen, I believe every category we’ve got entered, we’ve won. The last word goal for Parade is to be the leading underwear brand for all people. We’ve established a cult-like following and sold over 6 million pairs of underwear. The subsequent phase for us is ubiquity and expanding where you could find Parade and expanding across categories and geographies.”

Last month, Parade collaborated with Ganni, the Copenhagen-based fashion brand. The road leveraged Ganni prints and offered vivid colours corresponding to signature leopard and floral patterns across bralettes, briefs, a thong and a catsuit. The collaboration was co-created by Téllez and Ganni’s creative director Ditte Reffstrup. The pairing was designed to have fun diversity and empower individual to specific their unique identities.

Along with its d-t-c business, Parade has been busy courting the Gen Z customer inside brick and mortar stores as well. Last 12 months, it connected with Urban Outfitters with an 18-piece collection including bras and underwear in an array of prints, colours and sustainable fabrics. 4 styles were exclusive to Urban Outfitters. In March, Parade unveiled its wireless bras and underwear at over 380 Goal stores nationwide and on Goal.com. As well as, Parade had a pop-up store in SoHo in Recent York City in 2021.