ThirdLove, the San Francisco-based intimates brand known for its half-cup bra sizing, is opening a store at The Mall at Green Hills in Nashville. The location will sit at 2126 Abbott Martin Road, though the company has not announced an exact opening date.
The move was first reported by WhatNow Nashville, which noted that The Mall at Green Hills already lists ThirdLove as opening soon on its official website. The new shop will carry the brand's full range of bras, underwear, activewear, sleepwear, and lounge pieces, according to the outlet, with activewear including sports bras and leggings available in sizes XS through 3X. WhatNow also reported that the store will offer an in-store styling experience for shoppers.
A Brand Built on Fit Data
ThirdLove was founded in 2013 by Heidi Zak, David Spector, and Ra'el Cohen, and the company designs its products in San Francisco while identifying its headquarters there as well, per WhatNow's reporting. Zak left a marketing manager role at Google that year to start the company, according to Wikipedia, after struggling to find comfortable bras from legacy retailers herself; she reportedly used crowdsourced sizing photos from 100 women recruited on Craigslist to help build early prototypes.
The brand's identity centers on designing bras specifically for women's bodies rather than forcing them into standardized sizing, and it holds the credit for inventing half-cup sizing. That approach is backed by data: ThirdLove's digital Fit Finder quiz has gathered more than 600 million data points from over 12 million women to power its fit algorithm, according to Forbes reporting from the company's 2019 funding round. Company research at the time indicated that standard bra cup sizing fails to properly fit roughly 37 percent of women.
From Digital Startup to Mall Storefronts
ThirdLove's path to physical retail has not been a straight line. The brand's initial pop-up in New York closed during the pandemic in 2020, but the company later opened additional brick-and-mortar locations, according to Consensus Advisors.
The company has also grown through financing beyond its early venture rounds. ThirdLove raised $55 million in a 2019 Series B round led by L Catterton, with notable individual backers including Anne Wojcicki, Susan Wojcicki, and Tim Armstrong, Forbes reported. Forbes had estimated the company's value at $750 million in 2018.
Green Hills Becomes a DTC Retail Magnet
ThirdLove's arrival places it among brands listed at or coming to The Mall at Green Hills, including SKIMS, Vuori, Alo Yoga, and Rothy's.
That redevelopment comes from landlord Simon Property Group, which assumed full ownership of The Mall at Green Hills in November 2025 after buying out the remaining 12 percent stake in Taubman Realty Group LP, according to a PR Newswire release. In February 2026, Simon announced an investment program exceeding $250 million to redevelop three flagship properties in its portfolio, including a major transformation of The Mall at Green Hills featuring new two-story flagship entrances, luxury jewel-box retail spaces, and architectural upgrades.
The broader commercial pressures around Green Hills have shown up elsewhere in the corridor too. Hoodline reported last month that Nashville's oldest store, Levy's Clothier, is closing after 171 years in family hands along the nearby Hillsboro Pike corridor, even as new digital-native brands like ThirdLove move into the mall itself.
