EBY
EBY is a New York-based direct-to-consumer intimate apparel brand that designs and sells seamless wire-free bras, bralettes, and panties through its own e-commerce store with a quarterly subscription option, backed by celebrity investors including Sofia Vergara.
- Company typePrivate
- Founded2017
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What EBY does
EBY, Inc. is a New York-based, venture-backed direct-to-consumer intimate apparel company founded in 2017 that designs, manufactures, and sells seamless wire-free bras, bralettes, and panties to women across the U.S. and (per social-impact disclosures) globally. The product portfolio is anchored by a proprietary comfort-technology stack — Wire-Free Support, SmartSilicone, Slip-Proof Flocking, Elastic Flocked Band, Lightweight Mesh Construction, Molded Cups, and an adjustable Hook-and-Eye Back Closure — marketed under a claimed 'patented comfort technology.' Core SKUs include the Relief Bra, Support Bralette, Sheer Bralette (with the Madam line variants), Pain Free T-Shirt Bra, Wireless Bralette, and the flagship Lucy Bra under the EBY POP sub-brand; pantys span thong, bikini, brief, high-waisted, and sheer cuts. Revenue derives from two streams: one-time e-commerce purchases priced $17-$69 with bundle discounts up to 30%, and a quarterly subscription ($49/quarter) offering either a bra+panty set or a 4-panty bundle, with member perks including 25% off sitewide, free shipping above $75, and priority access to launches. Go-to-market is purely DTC through shop.join-eby.com, amplified by celebrity investors and ambassadors Sofia Vergara (dedicated YouTube channel 'EBY by Sofia Vergara'), Rosario Dawson, Venus Williams, Jana Kramer, and pop artist ADÉLA, alongside Instagram, an affiliate program, and a Bra Size Quiz funnel. Operations are supported by Loop Returns for reverse logistics and Rebuy for on-site personalization. Cumulative disclosed funding is approximately $11.8 million (2018 seed led by MAS Holdings, 2021 Series A led by Colt Ventures, plus a 2023 exempt offering); scale disclosures include 1M+ Lucy Bras sold, 18,000+ five-star reviews, an 800,000+ Pain-Free customer base, and a 94% repeat-buyer rate.
EBY firmographics
Firmographics- Name
- EBY
- Legal name
- EBY, Inc.
- Website
- https://shop.join-eby.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- EBY is a New York-based direct-to-consumer intimate apparel brand that designs and sells seamless wire-free bras, bralettes, and panties through its own e-commerce store with a quarterly subscription option, backed by celebrity investors including Sofia Vergara.
- Ownership category
- akta.pro rank
EBY industry classification
Industry- Product category
- Women's Intimate Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Bras & Bralettes (CRAAAIAA)
- akta.pro secondary industries
- Panties & Briefs (CRAAAIAB), Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
Keywords
Where EBY is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
EBY business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchases of bras, bralettes, and panties through e-commerce store. Individual items and bundle/set purchases with mix-and-match options.
- Subscription / Membership: Quarterly subscription model delivering either 4 panties or a bra+panty set every 3 months. Includes member perks: 25% off sitewide, 40% off add-ons, free shipping, and priority access to new drops.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Bra + Panty Set Subscription |
| Subscription | Pay-as-you-go | 4-Panty Bundle Subscription |
| Unit Pricing | Pay-as-you-go | Sheer Bralette (Madam Collection) |
| Unit Pricing | Pay-as-you-go | Lucy Bra (EBY POP) |
| Unit Pricing | Pay-as-you-go | Signature Panties |
| Unit Pricing | Pay-as-you-go | Relief Bra |
| Unit Pricing | Pay-as-you-go | Support Bralette |
| Unit Pricing | Pay-as-you-go | Sale Items |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels7 records
EBY product offering
Product offeringCore offering
EBY designs, sells, and ships a women-focused seamless intimates portfolio — wireless bras (Relief, Support, Sheer, Pain-Free T-Shirt, Wireless Bralette, Lucy Bra) and seamless panties — directly to consumers via its own e-commerce site and a quarterly subscription membership that delivers bras/panties with member pricing and perks. The brand also runs themed campaigns (EBY POP, Naughty Bride, Wild & Free) and ties every purchase to a micro-loan social impact program for women in poverty.
Product overview
EBY is a women-focused tech apparel company offering a unified portfolio of seamless intimates centered around comfort innovation. The core product line includes five main bra styles (Relief Bra, Support Bralette, Sheer Bralette, Pain Free T-Shirt Bra, and Wireless Bralette) complemented by an extensive panty collection (thong, bikini, brief, high-waisted, and high-cut styles). The portfolio includes sub-brands EBY POP (lightweight candy-colored bras featuring the Lucy Bra) and the Naughty Bride Collection (bridal-themed sheer bralettes). A subscription service (EBY Membership) delivers quarterly boxes of bras and panties with member discounts. Products feature patented comfort technology and are marketed as wire-free alternatives to traditional underwire bras.
Differentiator
Problem solved
Functional benefit
Brands
- EBY POP: A sub-brand featuring the Lucy Bra and related products with candy-inspired colorways, marketed as lightweight wire-free bras made to be seen.
Products and services
- Relief Bra Wire-free everyday bra for all-day support with seamless comfort and no underwire; marketed as the best seller based on 18k+ five-star reviews and a 94% repeat-buyer rate.
- Support Bralette Seamless wire-free bralette offering effortless support and natural lift without underwiring; priced at $59.
- Sheer Bralette Lightweight, breathable mesh bralette combining comfort with style across the Madam collection (Madam Lux, Oh La La, Muse, Chic, Bisou, Noir); priced at $63 individually or $139 for 3.
- Pain Free T-Shirt Bra Wireless T-shirt bra designed for a smooth look under tees with pain-free all-day support; features SmartSilicone technology and molded push-up padding; backed by 15,000+ five-star reviews and 800,000+ satisfied customers.
- Wireless Bralette Soft, breathable wireless bralette that smooths and provides flexible all-day comfort.
- Lucy Bra (EBY POP) Flagship lightweight wire-free bra in the EBY POP sub-brand with candy-inspired colorways and breathable mesh construction; priced at $59.
- Signature Seamless Panties Seamless panties offering all-day comfort with no lines, no tags, and no ride-up; multiple styles (thong, bikini, brief, high-waisted); individual pricing $17–$25, Mix & Match 3 for $49.
- Sheer Panties Ultra-lightweight, breathable sheer seamless panties offering minimal coverage with a flattering, functional fit; pricing starting at $23.
- EBY Membership (Quarterly Subscription) Quarterly subscription delivering either a customizable Bra+Panty Set or a Panty 4-Pack every 3 months at $49/quarter, including member perks: 25% off sitewide, 40% off add-ons, free shipping, and priority access to new drops.
Quantifiable outcome
- Over 1 million Lucy Bras sold
- +3 more outcomes
Companies that use EBY
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
EBY technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature8 records
EBY partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- ADÉLA (Emerging Pop Artist)minorEmerging pop artist ADÉLA featured EBY POP in her 'Red Bottoms' music video, creating a music/marketing collaboration for the launch of the new candy-colored Lucy Bra collection.
- Jana KramerminorSinger/actress Jana Kramer featured in the 'Wild & Free' EBY campaign showcasing Sheer Bralette and Relief Bra products. Campaign emphasizes empowerment and comfortable wireless support.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
EBY competitors and assessment
Company assessmentDirect peers
- Skims: Kim Kardashian's intimates/ shapewear / loungewear empire built on comfort-first, inclusive-size positioning and D2C with selective retail. Comparable to EBY as a celebrity-backed DTC intimates leader with patented/comfort positioning and a large marketing war chest against smaller players.
- MeUndies: Subscription-led, DTC underwear and intimates brand with strong recurring revenue mechanics. Comparable to EBY on subscription membership model, online-first distribution, and comfort-centric underwear positioning (signature seamless panties overlap).
- True & Co. DTC wireless/comfort bra brand known for fitting quiz and inclusive sizing for larger busts. Directly comparable to EBY's hero use case (wireless comfort bra) and mid-luxe price band, and mirrors EBY's fit-quiz driven mid-funnel marketing motion.
- ThirdLove: Direct DTC intimates competitor founded with a wireless/comfort technology thesis and extended size range (half-cup sizing). Closest comparable to EBY on product positioning (wire-free bras), target customer (comfort-seeking women including larger busts), and D2C business model.
- Cuup: Premium DTC intimates brand with wireless bras and modern aesthetic, selling directly to consumers online. Comparable to EBY on direct-to-consumer distribution, contemporary brand positioning, and wireless/strapless bra innovation (e.g., The Scoop, off-shoulder bras).
- Savage X Fenty: Rihanna-backed DTC intimates brand with subscription (XtraVIP) and celebrity-driven marketing. Comparable to EBY on direct-to-consumer subscription model, celebrity brand ambassador strategy, and intentionally Instagram-forward bra/intimates assortment.
- Harper Wilde: DTC intimates startup offering bras and underwear with a comfort-first, fit-focused brand identity and direct online distribution. Comparable to EBY as a venture-backed D2C intimates brand competing for the same digitally native, comfort-seeking customer.
Others
- Bombas: DTC apparel brand known for socks with a strong social-impact (donation) model and product-quality positioning. Comparable to EBY on cause-driven brand narrative and comfort-engineered basics, though operates in adjacent (socks) rather than overlapping product category.
Broad incumbents
- Tommy John: Established DTC apparel brand specializing in comfort underwear, undershirts, and loungewear with a subscription option. Comparable to EBY as a comfort-first apparel brand operating D2C, though broader in category scope (men's and women's).
Emerging players
- Knickey: Subscription DTC underwear brand emphasizing organic cotton and sustainability. Partial overlap with EBY on subscription-driven underwear e-commerce and direct-to-consumer growth motion, though positioned around sustainable materials rather than wireless bra tech.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
EBY social profiles
Digital presenceEBY financial estimates
Financial estimateRevenue estimate
Valuation estimate
EBY leadership team
Management profileNumber of profiles
Profiles2 records
EBY funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EBY 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 EBY
What does EBY do?
EBY designs, sells, and ships a women-focused seamless intimates portfolio — wireless bras (Relief, Support, Sheer, Pain-Free T-Shirt, Wireless Bralette, Lucy Bra) and seamless panties — directly to consumers via its own e-commerce site and a quarterly subscription membership that delivers bras/panties with member pricing and perks. The brand also runs themed campaigns (EBY POP, Naughty Bride, Wild & Free) and ties every purchase to a micro-loan social impact program for women in poverty.
Is EBY a public or private company?
EBY is a private company. It is classified as venture growth investor backed and is currently operating.
When was EBY founded?
EBY was founded in 2017. It employs 11 to 50 people.
Where is EBY based?
EBY is headquartered in New York, United States, in the North America region.
How does EBY make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription / Membership.
Who are EBY's main competitors?
Direct peers on record are Skims, MeUndies, True & Co., ThirdLove, Cuup, Savage X Fenty and Harper Wilde. Bombas is listed as an others. Tommy John is listed as a broad incumbent. Knickey is listed as an emerging player.
Does EBY have an API?
No public API is recorded for EBY.
What industry is EBY in?
EBY's product category is Women's Intimate Apparel. Its primary akta.pro industry code is CRAAAIAA, Bras & Bralettes, with a secondary code of CRAAAIAB, Panties & Briefs. Its NAICS code is 45811 and its SIC code is 5621.