Source: Fortune
Summary
Bree McKeen, founder of Evelyn & Bobbie, left her job in Silicon Valley to create a more comfortable bra after experiencing chronic pain from her own bras. She had no fashion experience but filed a patent for an underwire replacement and now holds 16 international patents protecting her proprietary technology. Evelyn & Bobbie is now the fastest-growing brand at Nordstrom, with a focus on comfort and a luxury price point of $98 per bra.
Our Reading
The numbers tell one story. Bree McKeen’s decision to leave her VC career to create a more comfortable bra may seem unusual, but it’s led to a successful brand with 16 international patents. Evelyn & Bobbie’s focus on comfort and luxury has resonated with customers, with a Slack channel dedicated to customer love letters. The brand’s approach to sizing, using 270 fit models across seven easy sizes, sets it apart from competitors. The average U.S. bra size is 34F, but most brands design for smaller sizes.
Author: Evan Null
