Ariela & Associates acquires inclusive underwear brand Parade

Ariela & Associates International (AAI), the largest women-owned intimates company in the US, has acquired the inclusive intimates brand Parade.

Under AAI, Parade will maintain its brand identity while taking advantage of the parent company’s sourcing, design and forecasting expertise to scale in the US and globally.

This deal follows a string of exits for direct-to-consumer intimate brands over the past year. Reflecting the strong venture capital market, Adore Me was acquired by Victoria’s Secret in November 2022 for £313 million ($400 million). In July, Cuup was sold to FullBeauty Brands.

AAI, which "uplifts women one bra at a time", was founded by CEO Ariela Esquenazi over 25 years ago. It is currently the largest privately held women-owned lingerie company in the U.S., with a portfolio of Fruit of the Loom, Smart Sexy, Curvy Couture and now Parade.

The digitally-native brand, Parade, was established in 2019. Since launching, it has established itself as a trailblazing force in the intimate industry, setting new standards for inclusivity, body positivity and sustainability. It has garnered a loyal following thanks to its wide range of empowering products and sizes that cater to all body types.

Ariela Esquenazi, CEO and President of Ariela & Associates International commented: "We admire the extraordinary impact Parade has had in such a short time and are thrilled to bring a brand that shares our values of authenticity, inclusivity, and sustainability to the AAi portfolio.

"Parade's commitment to inclusive fast fashion which doesn't compromise on its sustainable mission aligns seamlessly with our core principles and we believe that this union will allow us to create powerful synergies."