Underwear Brand LIVELY Gets $4 Million Seed Financing

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GGV Capital, Gelmart International and Harvey Sanders were selected for 400 million seed financing.

GGV Capital is a venture capital company with 15 years of experience. Its investment companies include Airbnb and Alibaba, which support LIVELY's opening up to the US and global markets.

60 Gelmart International, which has many years of experience in underwear production, is not only an investor of LIVELY, but also set up a special production line for the latter in southern China.

Harvey Sanders is leisure sports.

Nautica's former CEO and chief executive officer, Under Armour is now a member of the board.

His leadership experience in the consumer retail sector is important for LIVELY at an early stage of growth.

Participating in the current round of financing is also the founder of digital fashion website Man Repeller Leandra Medine.

Man Repeller is one of the most fashionable independent fashion websites in the world today. It advocates "women do not dress up for men or other people, but for themselves" -- coincides with the slogan of LIVELY, "living LIVELY", which has nothing to do with fashion, but relates to whether women feel good about themselves.

LIVELY will expand its team with new funds, improve user experience, increase marketing and enter the international market.

Founded in just six months, the underwear brand established by the former director of the Victoria s Secret in Vitoria has a place in the American underwear market valued at 130 billion dollars.

Founded in four months, LIVELY's products are shipped to 50 states and 44 countries in the United States. Instagram has 1.4 fans and sales figures show two digit growth.

The early success of the company originated from targeting the blank market and spreading through the real female community.

LIVELY is inspired by smart, healthy, active and cheerful modern women.

Brand products blurred the boundaries of underwear, sports underwear and swimsuit, and created a new product called "leisur e".

The brand founder and CEO Michelle Cordeiro Grant has worked in Federated Merchandising Group, VF Corporation and so on, and has more than 10 years of experience in retail and purchasing of underwear industry. She said: "one of the key points of our brand concept is to encourage women to live fuller through the production of products that can promote physical activity and potential."