Lively’s Founder on What Victoria’s Secret Does Right and How the DTC Brand’s Approach Differs

Michelle Cordeiro Grant spent years at the company before founding her own

A collage of images of women in bras and different outfits
In nearly four years since its founding, Lively has sold over a million products. Lively

Before launching Lively, a direct-to-consumer lingerie brand, founder and CEO Michelle Cordeiro Grant spent years learning the ins and outs of the business at now-troubled lingerie behemoth Victoria’s Secret.

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@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.