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Agenda-setting intelligence, analysis and advice for the global fashion community.

What Parade’s Sale Says About the State of DTC

The Gen-Z intimates brand’s sale to a little-known strategic is the latest in an ongoing series of less-than-desirable exits for unprofitable digitally-native start-ups.
A photo of Parade underwear.
Parade is set to be acquired by lingerie maker Ariela & Associates International. (Courtesy)

Parade is officially off the market. But its exit has raised more questions than excitement.

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Further Reading

How the DTC Bust Could Play Out

Fashion and beauty start-up valuations appear to have stabilised after plunging last year, though it may be months or even years before many return to their old highs — if they ever do. But there are ways for emerging and established players to ride out the downturn.

The Next Wave of DTC Acquisitions

As the economy weakens and funding dries up, more digital upstarts will face pressure to sell. They’ll have no trouble finding buyers – if they can prove they’re more than just another money-losing start-up.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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