Lively, a New York-based direct-to-consumer lingerie brand, has raised $4 million in seed funding. The company has raised $5.5 million to date.
GGV Capital, intimate apparel manufacturer, Gelmart International, and Harvey Sanders, the former CEO and president of Nautica Enterprises, Inc. led the round. Fashion influencer and budding media mogul Leandra Medine, also contributed to the investment.
Also as part of the funding, GGV Capital Rob Li has joined Lively’s board.
Michelle Cordeiro Grant, a former Victoria’s Secret executive, launched the lingerie startup in April 2016 as a direct-to-consumer ‘Leisurée’ (athleisure for lingerie) brand with a particular focus on millennial women with active lifestyles.
In a TechCrunch report, Grant said the company will use the new investment to grow its team, further develop its marketing strategy, build a mobile app and expand into more leisurewear categories including activewear, swimwear and loungewear.