Vancouver-based lingerie brand Understance continues to grow with its newest retail location in Calgary, marking the third store for the solutions-focused company as it pursues plans for 30 stores across North America within the next five years.
Understance, known for its inclusive and solution-oriented lingerie, has chosen Calgary’s vibrant Inglewood neighbourhood as the home for its third storefront. Located at 1020 9 Ave SE in the AVLI Building, the new 1,788-square-foot store officially opened its doors on December 18.
“The opening of our Calgary store is an exciting milestone as we work towards our ambitious goal of establishing 30 retail locations across Canada and the United States over the next five years,” said Jiayi Lyu, Director of Understance. “Understance is thrilled to become part of Calgary’s vibrant retail landscape, and we look forward to building meaningful connections with the local community.”
Understance’s Growth Journey: From Vancouver to Toronto and Beyond
Understance launched in 2021 with a clear mission: to provide comfort, support, and inclusivity to bra-wearers, addressing a significant gap in the lingerie market. The brand’s first store opened in downtown Vancouver in February 2022, a pivotal moment that laid the foundation for its expanding retail footprint. Building on that success, Understance opened its second store in November 2024 at 2334 Bloor St. W. in Toronto’s Bloor West Village. The Toronto location, spanning approximately 1,400 square feet, introduced the brand’s complete range of bras, underwear, and sleepwear to the Ontario market.
Understance’s rapid expansion is rooted in its unique approach to bra design and customer service. The brand offers one of the largest size ranges in North America, starting at a 28 band size and extending up to 48, with cup sizes available up to N. This extensive selection, paired with professional fitting services, caters to a diverse range of body types.
“Half of women are currently wearing the wrong bra size, and we aim to change that,” Lyu explained. “Our focus is on offering professional bra fittings, a wide range of sizes, and comfortable solutions that prioritize function and fit over trends.”
Calgary’s Inglewood: A Strategic Choice for Understance’s Third Store
Calgary’s Inglewood community is renowned for its eclectic mix of retailers, cafés, and historic charm. The area’s lively atmosphere and reputation as a destination for unique shopping experiences make it a natural fit for Understance’s growing presence.
The new Calgary store, nestled within the AVLI Building, has been thoughtfully designed to enhance the in-store experience. Shoppers will find convenient underground parking, modern interiors, and a welcoming environment that aligns with Understance’s customer-first philosophy.
“In-person shopping is a crucial part of our mission because it allows us to provide personalized fitting services,” added Lyu. “Our stores are designed to ensure customers feel comfortable and supported as they shop.”
At the Calgary location, customers can choose hands-on support from trained bra fitters or browse independently. The space reflects Understance’s commitment to delivering solutions that merge comfort, function, and style for everyday wear.
Next Stop: Metropolis at Metrotown in Burnaby
Understance has no plans to slow down. Following the Calgary opening, the brand has confirmed its next location at Metropolis at Metrotown in Burnaby, set to open in January 2025. The Burnaby store will bring Understance closer to its roots in Metro Vancouver while expanding its reach to a broader customer base.
“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. We specialize in your everyday workhorse bras,” said Lyu. “Things have been going well for us, and we are excited about the next steps in our growth journey.”
The Understance Difference: Solution-Oriented Lingerie for All
Understance has quickly gained recognition for its solution-oriented approach to lingerie. Backed by Shenzhen Huijie Group Co., Ltd., a global leader in lingerie manufacturing with over 26 years of expertise, the brand combines industry-leading craftsmanship with customer-driven innovation.
The company’s design philosophy centres on everyday bras that work. By offering one of the largest size ranges in North America, Understance empowers customers to find their perfect fit—a mission reflected in its tagline, “Bras That Work.”
Since its launch, Understance has distinguished itself with products that prioritize comfort, fit, and durability. The brand’s collections include bras, underwear, and sleepwear that cater to diverse needs, emphasizing inclusivity and thoughtful design.
