Parade
- Company typePrivate
- Founded2018
- HeadquartersBrooklyn, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Parade firmographics
Firmographics- Name
- Parade
- Legal name
- Smart & Sexy
- Website
- https://yourparade.com/
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Parade industry classification
Industry- Product category
- Women's Intimate Apparel (Underwear & Lingerie)
- NAICS
- Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
- akta.pro secondary industry
- Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD)
Keywords
Where Parade is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Parade business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Parade generates revenue through direct-to-consumer sales of intimates, underwear, bras, panties, lingerie, swimwear, and loungewear. The brand sells exclusively through its e-commerce platform with pricing ranging from $10-$28 per item, offering free shipping on orders over $50.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bras - $14-$28 per item |
| Unit Pricing | Pay-as-you-go | Panties - $10-$18 per item |
| Unit Pricing | Pay-as-you-go | Lingerie Sets - $22-$28 per item |
| Unit Pricing | Pay-as-you-go | Swimwear - $10-$18 per item |
| Unit Pricing | Pay-as-you-go | Loungewear - $18-$26 per item |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Parade product offering
Product offeringCore offering
Parade designs, brands, and sells women's intimates, swimwear, loungewear, and sleepwear direct-to-consumer under the "Smart & Sexy" name through its e-commerce platform at price points ranging from $10 to $28 per item. Its assortments cover bras (including extended DD-DDD+ sizes), panties (thong, cheeky, bikini, high-waisted, seamless, multi-packs), lingerie sets, swimwear, and loungewear, with a dedicated plus-size collection spanning up to 4XL. The company also runs a rewards program, free-shipping threshold over $50, and bundle promotions such as "2 for $30."
Product overview
Parade operates primarily as a direct-to-consumer underwear and lingerie brand under the Smart & Sexy brand name, offering an integrated portfolio of intimate apparel products including bras, panties, lingerie, swimwear, and sleepwear. The company sells directly to consumers through its e-commerce platform (smartandsexy.com) and was planning to open its first physical retail location in SoHo, New York as of 2021. In March 2026, Parade's founder launched Devotion, a separate AI-powered creator economy marketing platform focused on influencer management.
Differentiator
Problem solved
Functional benefit
Brands
- Devotion: AI-powered creator economy marketing platform that automates influencer management processes, launched by Parade founder Cami Tellez with $4M in funding.
Products and services
- Smart & Sexy (Parade DTC Brand) Primary direct-to-consumer brand of women's intimates offered by Parade, providing affordable bras, panties, lingerie, swimwear, and loungewear through the smartandsexy.com e-commerce platform with a focus on inclusivity and body positivity.
- Bras Core product category offering push-up bras, t-shirt bras, bralettes, unlined bras, lace bras, demi bras, strapless bras, and wireless bras in sizes 32A-44C, with dedicated DD-DDD+ and plus-size bra assortments priced between $14 and $28.
- Panties Underwear category featuring high-waisted, cheeky, bikini, thong, and seamless panties in sizes S-5XL, with cotton panties, multi-packs, plus-size panties, and on-sale options generally priced $10-$18.
- Lingerie Lingerie collection of seductive pieces including sexy matching bra-and-panty sets, babydolls and chemises, teddies, and bustiers, generally priced $22-$28 per set.
- Swimwear Swim collection offering bikini tops, bikini bottoms, halter tops, high-waisted and string bikinis, tankinis (bandeau, extra-long, underwire), swim skirts, and swim coverups in sizes S-3XL, generally priced $10-$18.
- Lounge & Sleepwear Lounge and sleepwear line including cotton loungewear pieces, pajama sets, tops, and bottoms priced $18-$26 per item.
- Plus Size Collection Extended-size assortment including plus-size bras, panties, lingerie, bralettes, and swimwear across 1X-4XL apparel and dedicated DD-DDD+ cup ranges, plus plus-size tankinis, bikini tops, and high-waisted bikinis.
Quantifiable outcome
- Recognized among top 20 DTC brands of 2025
- +1 more outcomes
Companies that use Parade
Customer profileSegments2 records
Ideal customer profiles2 records
Parade technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Parade partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Devotion (with Jon Kroopf)minorFounder Cami Tellez co-founded Devotion, a creator economy marketing platform aimed at automating influencer management with AI. Parade is an early client with over 10 brands already using the platform. Devotion raised $4 million in funding.
- StellerminorJoint initiative for 'America's Favorite Small Town' competition celebrating American communities under 250,000 population. Parade and Steller co-host the competition with prizes including free advertising in Parade print issues and promotional activations at winning towns' July 4th celebrations.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Parade competitors and assessment
Company assessmentDirect peers
- ThirdLove: DTC intimates and bra specialist founded on inclusive half-cup sizing. Competes head-to-head with Parade in the direct-to-consumer inclusive-fit bra category with a similar digital-first, body-positive positioning.
- Savage X Fenty: Rihanna-backed DTC lingerie and intimates brand combining inclusive sizing with celebrity-driven brand equity. Competes with Parade on accessible price points and inclusive marketing across bras, panties, and sleepwear.
- MeUndies: DTC underwear and loungewear subscription brand with a comparable affordability-and-comfort value proposition. Competes with Parade in everyday basics and lounge/sleepwear categories.
- Knix: DTC intimates and activewear brand known for size inclusivity and leakproof technology. Overlaps with Parade on inclusive sizing and direct-to-consumer go-to-market in bras, panties, and loungewear.
- TomboyX: DTC intimates and apparel brand pioneering gender-inclusive sizing from XS to 4X. Direct peer to Parade on inclusive sizing, DTC e-commerce model, and mission-driven branding in underwear and loungewear.
- Cuup: Premium DTC bra and intimates brand with minimalist design language. Competes with Parade in the direct-to-consumer bra category, though Cuup skews to a higher price tier.
- Adore Me: DTC lingerie and intimates brand (acquired by Victoria's Secret) known for affordable sets and inclusive sizing. Closely comparable to Parade on price, assortment breadth, and digital-first model.
Broad incumbents
- Aerie (American Eagle Outfitters): Sub-brand of American Eagle focused on intimates, loungewear, and swimwear with strong body-positivity positioning and extensive size range. Competes with Parade across multiple intimates categories at scale.
- Victoria's Secret & PINK: Largest US intimates retailer with mass-market positioning through PINK and Victoria's Secret labels. Overlaps with Parade on bras, panties, and loungewear with significant omnichannel distribution advantage.
Emerging players
- True & Co: DTC intimates brand focused on fit technology and inclusive sizing for bras and underwear. Direct overlap with Parade on the inclusive-fit, data-driven intimates value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Parade social profiles
Digital presenceParade financial estimates
Financial estimateRevenue estimate
Valuation estimate
Parade leadership team
Management profileNumber of profiles
Profiles1 record
Parade funding detail
Funding detailFunding overview
Funding rounds5 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Parade M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Parade
What does Parade do?
Parade designs, brands, and sells women's intimates, swimwear, loungewear, and sleepwear direct-to-consumer under the "Smart & Sexy" name through its e-commerce platform at price points ranging from $10 to $28 per item. Its assortments cover bras (including extended DD-DDD+ sizes), panties (thong, cheeky, bikini, high-waisted, seamless, multi-packs), lingerie sets, swimwear, and loungewear, with a dedicated plus-size collection spanning up to 4XL. The company also runs a rewards program, free-shipping threshold over $50, and bundle promotions such as "2 for $30."
Is Parade a public or private company?
Parade is a private company. It is classified as venture growth investor backed and is currently operating.
When was Parade founded?
Parade was founded in 2018. It employs 11 to 50 people.
Where is Parade based?
Parade is headquartered in Brooklyn, United States, in the North America region.
How does Parade make money?
One revenue line is on record: product Sales.
Who are Parade's main competitors?
Direct peers on record are ThirdLove, Savage X Fenty, MeUndies, Knix, TomboyX, Cuup and Adore Me. Broad incumbents are Aerie (American Eagle Outfitters) and Victoria's Secret & PINK. True & Co is listed as an emerging player.
Does Parade have an API?
No public API is recorded for Parade.
What industry is Parade in?
Parade's product category is Women's Intimate Apparel (Underwear & Lingerie). Its primary akta.pro industry code is CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands, with a secondary code of CRAAAIAD, Lingerie & Seduction (Sets, Bodysuits, Teddies). Its NAICS code is 45811 and its SIC code is 5621.