Heidi Zak, co-founder/co-CEO of ThirdLove, has two compelling narratives – one of anger, one of outrage – that define the founding and growth of ThirdLove, the direct brand that declares itself “the fastest growing and most disruptive brand in the lingerie industry.”

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Heidi Zak, co-founder/co-CEO, ThirdLove

The first tale tracks back to 2012, when Zak was finishing up what would become her second – and last – year as a Google senior marketing manager.

“I needed a bra,” she recalled to some 1,400 delegates at the Interactive Advertising Bureau’s (IAB) 2019 Annual Leadership Meeting (ALM). “I did what I had done my entire adult life,” and drove to a Victoria’s Secret store, where she found not just a palace of “pink, feathers, the smell of perfume, and 16-year-old sales associates,” but a bunch of bras that didn’t fit.