Ariela Buys DTC Intimates Trailblazer Parade

Women-owned intimates company Ariela & Associates International (AAi) has agreed to acquire DTC disrupter Parade. Parade will join the other brands in AAi’s portfolio, which includes Fruit of the Loom (master licensee for bras), affordable intimates brand Smart&Sexy and plus-size intimates brand Curvy Couture. Financial details of the deal were not disclosed.

Since its launch in 2019, Parade quickly established itself as a force to be reckoned with in the intimate apparel industry, setting new standards for inclusivity, body positivity and self-expression both through its product line and branding. The digitally native brand’s use of sustainably sourced materials and trendsetting designs quickly garnered a loyal customer base, particularly among Gen Z.

As a division of AAi, Parade will maintain its unique identity and creative vision while leveraging AAi’s sourcing, design and forecasting capabilities in order to scale in the U.S. and globally.

“We admire the extraordinary impact Parade has had in such a short time and are thrilled to bring a brand that shares our values of authenticity, inclusivity and sustainability to the AAi portfolio,” said Ariela Esquenazi, CEO and President of AAi in a statement. “Parade’s commitment to inclusive fast fashion that doesn’t compromise on its sustainable mission aligns seamlessly with our core principles, and we believe that this union will allow us to create powerful synergies.”