Fit is a foundational piece for the Andie Co. brand. The web-only swimwear merchant encourages all its new shoppers to take its Fit Quiz, which asks consumers about their body type and swimsuit style preferences. It also offers one-on-one fit consultations and provides robust fit content on its site, which categorizes swimsuits based on fit, such as suits with “full” bottom coverage or “maximum” bust support.

After its customers continually requested to sell intimates, CEO Melanie Travis knew it was time to expand its category line.

“With our expertise on fit and looking at the landscape of possible categories, how can we apply this expertise to a category where fit is really important? Intimates is next in line after swim,” Travis says.

The brand routinely surveys its customers and, outside of other swim products, intimates was the No. 1 requested product, Travis says. In Q1 2020, Travis decided to go forward with the line, which it launched in April 2021. Plus, after the coronavirus became more widespread in the U.S., Andie knew underwear was a product it needed to bring to market quickly. Many at-home consumers in 2020 gravitated toward more comfortable clothing, and that includes more comfortable-fitting undergarments, Travis says.

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