Lively – Inspired by women with wild hearts and boss brains said today that it has secured $4 million in seed funding round. Lively intends to use its seed capital for hiring, marketing, mobile app development, and eventual expansion into categories like loungewear, swimwear or activewear. But for the near-term it is focused on lingerie.
Today, Lively strives to provide women with lingerie that looks great and feels high-performance, more akin to swimwear than the push up bras, and “fantasy” looks pushed by traditional brands or the too-plain alternatives sold at mainstream retailers.
The startup prides itself, the CEO said, on making lingerie, “in a broad size range, at an honest price in luxurious packaging,” and providing exceptional customer service.
GGV Capital, an early backer of Poshmark, Alibaba and Airbnb, led the seed round in Lively. Gelmart International, the intimate apparel manufacturer, also invested, along with individual angels.
GGV Capital Vice President Robin Li, now a board member at Lively, said one thing the firm liked about the lingerie startup was its ability to sell globally, from the start. The brand, in just six months, has racked up customers in dozens of countries, Li said.