A San Francisco-born lingerie brand known for its size-inclusive approach to intimate apparel is making its Boston debut.
Thirdlove is preparing to open its first Boston storefront at 100 Huntington Avenue in Back Bay’s Copley Place, according to a recent Instagram update from local real estate observer Bret Clancy. The company confirmed the expansion with What Now Boston, sharing that the new boutique is expected to open in February 2027.
Thirdlove was founded in 2013 by CEO Heidi Zak, CCO Ra’el Cohen, and David Spector after Zak experienced firsthand how difficult it could be to find a bra that was both comfortable and flattering. Frustrated by the limited options available to shoppers, she envisioned a brand that approached lingerie differently, prioritizing fit, comfort, and a wider range of styles and sizes.
Zak also has a personal connection to Boston, having spent two years studying at MIT. She described the upcoming opening as a homecoming, adding that the brand hopes to make the bra-shopping experience more comfortable and welcoming for local customers.
Boston has always been a special city for me. I spent two years here while I was at MIT, so opening our doors at Copley Place this February feels like a homecoming. From the beginning, our goal at Thirdlove has been to make finding the right bra easier, more comfortable and a lot less intimidating, and that same philosophy guides how we approach our stores today. We want women to feel genuinely cared for from the moment they walk in, with a welcoming space, expert fit stylists who take the time to understand their needs, and a personalized experience that takes the guesswork out of finding the perfect fit. We can’t wait to welcome the Boston community in.
One of Thirdlove’s defining features is its expanded approach to bra sizing. In addition to traditional cup sizes, the brand offers half-cup options such as A½ and E½, giving shoppers more flexibility when finding their fit. Altogether, its range includes more than 60 size combinations, with band sizes from 30 to 48 and cup sizes from AA to H.
Designed by Cleo and McShane Murnane of Studio Murnane, the Back Bay boutique will feature The Walk-In Closet, a retail concept that places fitting rooms at the heart of the shopping experience, alongside a curated selection of everyday essentials.
Shoppers can look forward to Thirdlove’s full range of bras, underwear, and loungewear, including bestselling styles and the latest collections. Expert in-store Fit Stylists will also be available to offer personalized recommendations and help shoppers find their perfect fit.
The Boston opening is part of a broader retail expansion for Thirdlove, which recently announced plans to open 10 new stores across the United States through late 2026 and into 2027. The brand currently operates four California boutiques, where shoppers can book personalized, one-on-one bra fittings with certified Fit Stylists.
