Parade, the Buzzy Direct-to-consumer Intimates Brand, Is Sold to Ariela & Associates International, the largest women-owned intimates company in the U.S.
As a division of AAI, Parade will maintain its identity and creative vision while leveraging AAI’s best-in-class sourcing, design and forecasting capabilities to scale in the U.S. and globally.
Since launching in 2019, Parade has established itself as a trailblazing force in the intimate apparel industry, setting new standards for inclusivity, body positivity and self-expression. The digitally native brand’s use of sustainably sourced materials and its trendsetting designs have quickly garnered a loyal customer base of young women who seek more from their intimate wear – not just in terms of style, but also in terms of values. With a wide range of products and sizes that cater to all body types, the brand is committed to empowering the next generation of women while supporting sustainable practices.
Parade will become a lifestyle brand in AAi’s portfolio which includes plus-size lingerie brand Curvy Couture (acquired in 2019), affordable intimates brand Smart&Sexy, and Fruit of the Loom, where AAi has held the master license in the bra category for 20 years.
Ohana & Co acted as the exclusive financial advisor to Parade on this transaction.