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

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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.

Cordeiro Grant worked as a director of merchandising at Victoria’s Secret for just over four years, joining the company in October 2008 and leaving in December 2012. Although Victoria’s Secret has become synonymous with poor financials and an outdated marketing strategy in recent years, her years with the company were some of its best.



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