Parade, the Viral Underwear Brand, Goes Mainstream with New Ownership
Ariela & Associates International, the owner of Fruit of the Loom licensee, has agreed to acquire Parade, a VC-backed intimates startup known for its inclusive and sustainable approach to underwear. The deal allows Parade to leverage Ariela's infrastructure and scale as it faces challenges in the funding environment, while Ariela gains Parade's digital savviness and loyal customer base. The financial details of the acquisition were not disclosed. This acquisition reflects a trend of consolidation in the intimates industry, as traditional brands seek to acquire digitally-native upstarts.