Vancouver-based inclusive lingerie brand Understance plans to open four new locations soon, including a Toronto store that opened this month, with a goal of reaching 30 stores within five years. As half of women are currently wearing the wrong bra size, the brand’s goal is to provide professional bra fitting, a large amount of sizing options, and a comfortable fit.
Launched in 2021, the brand was designed to offer the largest ranges of bra sizes, starting at a 28 band and going up to 48 with cup sizes up to N. Currently, the brand only has one location in Vancouver, a new store in Toronto while offering nationwide shipping.
“We got our start in 2021, so we are still a young company. Our primary focus is comfort and support. We are not a fashion forward glitz and glam kind of bra brand as we specialize in your everyday workhorse bras. We currently carry the largest size range by a single brand in North America and things have been going well for us,” says Jiayi Lyu, the director of Understance.
New location in Toronto opened this month
The new location in Toronto opened November 19th at 2334 Bloor St. W. in Bloor West Village. The store is around 1,400 square feet and offers its full collection along with professional fittings from trained sales associates.
“I visited Toronto and was looking for leasing opportunities in the downtown core and then expanded from there. Bloor West Village was just vibrant! The shops had very considered product offerings and were not the glitz and glam kind of shopping – it was the kind with an eye on quality and it was where we belonged.”
Professional fittings – “half of women are wearing wrong sizes”
Lyu says Understance trains its staff for two weeks on fittings. The bootcamp teaches associates on sizing, shape and product offerings, and how to help customers find the right match.
“You can also expect non-pushy services from us. So typically, lingerie stores are more self-serve types, which is what you can expect from your average mall store and then there is a more staff service kind of model – we offer both. If you want a professional fitting, that is an option,” says Lyu. “You can expect honesty from our staff as we would never try to sell a product that we know is not a good enough fit for you.”
The main complaint for bras is underwire discomfort: “The shape of the underwire and your shape has to match each other for that underwire to not make itself known throughout the day. Underwire poking – usually at the centre core, on the side, under your arms, or at the bottom of the wire – is usually the number one complaint we get.” Lyu says this can be fixed with professional fitting sessions.
Understance offers professional fitting services in-store, and online though a quiz or zoom chat with a team member.
30 stores within five years
Understance will be opening its third store in Calgary and its fourth store in the Metropolis at Metrotown in Burnaby B.C.
The Calgary location will be opening December this year and Metrotown is set to open in January 2025. “After these expansions, we would monitor for the performance of the stores, see if we have landed the right size and type of locations, and evaluate before expanding further.”
Within the next five years, Lyu says the brand is aiming for 30 locations within Canada and the United States.
Bra innovation
Lyu says the brand’s innovation is focusing on updating bras to make a better fit and to listen to consumers.
“I think we tend to think of innovation as something scientific, something that comes out of a lab. But innovation is often a lot simpler than that. So innovation for us starts at our consumer pain points. So our designers spend three days a week in the fitting rooms with our customers and with our fitting models and ask what they like and don’t like about the bra.”
Lyu says a lot of consumers are uncomfortable in their bras and don’t like them which is “surprising to hear.” Lyu says Understance is known for its FlexWire, which provides more flexibility and comfort and is always looking for new ways to improve.
“We are looking for ways to make bra padding that doesn’t feel bulky or heavy, but offers you just as much coverage. We are always looking to make things that are breathable, soft, and gentle on the skin as possible, while being very lifting and firm. So innovation is a lot of boring work and a lot of experimentation. As long as the company is still around, we will continue to innovate every day.”
