Heidi Zak Reveals How ThirdLove Acquired 1 Million Customers In 3 Years

customer acquisition customer engagement entrepreneurship expanding assortment heidi zak product sales thirdlove Dec 20, 2021

Real talk: Why were we never taught how to buy a properly fitting bra? I know I can’t be the only one who struggles with this. Generations of women have been playing a guessing game and settling for uncomfortable products & outdated practices in an industry that - until recently - catered more toward appealing to men than serving women.

This was the exact obstacle Heidi Zak, the co-founder and CEO of ThirdLove, had to overcome when she launched an innovative solution to normalize online bra shopping that skyrocketed ThirdLove to being the #1 digital bra brand among millennials.

Today, we’re dissecting the case study of how ThirdLove acquired 1 million paying customers in just 3 years and which customer acquisition channels they’re doubling down on in 2022.

Connect with Heidi:


Favorite Takeaways From This Episode:

  • How ThirdLove became the #1 digital bra brand among millennials.
  • What’re the ThirdLove’s key differentiators.
  • How Heidi went from being an investment banker working 80 hr weeks in NYC to the CEO of an industry disrupting bra company.
  • How she rationalized leaving her awesome job at Google.
  • “Not every decision in your career is permanent.”
  • Get comfortable with the worst case scenario.
  • The strategy Heidi used to get her first ThirdLove customers.
  • You need to gain your customer's trust.
  • The marketing landscape is changing just as quickly as the tech landscape.
  • What they are doubling down on in terms of client acquisition.
  • Get in front of other people’s audiences instead of just trying to build your own.
  • Why you should focus on a signature product when starting your business.
  • Some of the ways ThirdLove has reengaged their customers in creative ways and expanded the lifetime value of their customers?
  • The growth strategies they've tried but failed.
  • “The easier you can make it for your customer to jump from one thing to another, the faster it will take off.”
  • What has surprised Heidi most about her customers. 


  • Who inspires you?
  • What is your work at home uniform? Bra or no bra?
  • Have you ever been told you have a look alike or celebrity doppelganger?


What Did You Think?

What was your biggest takeaway from this episode? Let us know on Instagram @cubicletoceo.



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