CUUP

CUUP operates as a direct-to-consumer (DTC) intimates brand, positioning itself to address the gap between style, comfort, and support in the lingerie market. The company was founded in 2018 by Abby Morgan, Kearnon O'Molony, Lauren Caris Cohan, and Chrisden Ferrari. The founders' journey began when Morgan and Cohan, then colleagues at Free People, discovered they were both wearing incorrectly sized bras. This personal revelation, coupled with O'Molony's prior experience analyzing the lingerie market while at Blackstone, sparked the idea for a brand focused on superior fit and a modern aesthetic. Cohan's background as an artistic director and filmmaker, and Morgan's in brand marketing, shaped CUUP's customer-centric and narrative-driven approach.

CUUP's business model is primarily direct-to-consumer, targeting the $45 billion global intimate apparel market. Revenue is generated through online sales of its products. The brand disrupted the market by rejecting the standard 17 sizes common in the industry, instead developing a proprietary fitting system to offer a vastly expanded range of over 40 sizes, from 30A to 44H. This focus on inclusive sizing, particularly for larger cups, is a core differentiator. To ensure a precise fit, the company provides extensive resources, including one-on-one virtual consultations with 'Fit Therapists'. After experiencing significant sales growth, the company was acquired by FullBeauty Brands in July 2023, joining a portfolio of size-inclusive fashion labels. The acquisition aims to extend FullBeauty's reach to a new demographic while providing CUUP with a larger platform for growth.

The product line centers on a collection of minimal, unlined bras and underwear designed to accentuate a woman's natural shape without excess padding or materials. The brand launched with four main bra styles—The Balconette, The Plunge, The Scoop, and The Demi—and has since expanded into swimwear and different fabrics like modal. A key aspect of their product development involved a close partnership with their manufacturer, who also became an investor, enabling the brand to conduct extensive fittings and produce a wide breadth of sizes from the outset. While praised for comfort and design, some customers have raised concerns about the long-term durability of the products relative to their price point.

Keywords: lingerie, direct-to-consumer, inclusive sizing, bra fitting, intimates, e-commerce, women's apparel, undergarments, body positivity, FullBeauty Brands, Abby Morgan, size-inclusive fashion, online retail, minimal design, unlined bras, swimwear, venture capital, fit technology, customer experience, digital brand