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Victoria's Secret becomes American firm MINDD's exclusive retailer

29 Oct '21

1 min read

Pic: MINDD

American company MINDD has partnered with intimates specialty brand Victoria's Secret as its exclusive retailer. The two companies began working together in early 2021, curating a collection specifically for the Victoria's Secret audience, featuring MINDD's products like signature bras, seamless underwear and bodysuits, across a variety of colours.

Founded by former Victoria's Secret executive Helena Kaylin, MINDD is a direct-to-consumer bra company engineered for D+ consumers. In her role on the brand's research and development team, Kaylin was tasked with exploring innovation, sustainability and efficiency in the design of bras globally.

Kaylin went on to serve in leadership roles at global brands like Lululemon, Under Armour and Calvin Klein; however, despite being on the forefront of bra design and production, she saw that the D+ consumer was significantly underserved.

Kaylin launched MINDD in 2020 and created a patent-pending fit technology (MINDDTech) that addresses seven key zones throughout the bra, addressing key pain-points experienced by D+ women.

MINDD is now available on Victoria’s Secret e-retail platform under ‘Brands We Love’. All MINDD products are also available on its official website.

Fibre2Fashion News Desk (KD)

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