Directtoconsumer Tag

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...