Washable and dryer-safe bra and intimate wear brand Huug has secured a $6 million series A led by Kaylim Capital to scale the business, which is on track to reach between $7 million and $8 million in revenues in the next 12 months.
Huug launched in 2023 to address the demand for comfortable and washer- and dryer-safe bras. After cofounding functional menswear brand Twillory, Huug cofounder and chief executive officer Eli Blumstein found women were interested in similar products. When it came to entering the womenswear space, Blumstein was particularly inspired by Twillory’s replacement for foam that was used as shoulder pads.
“We started thinking about the different technologies that we have in menswear, and how we can apply that to women. We realized one of the most essential women’s garments, the bra, uses foam,” he said. “We saw a huge opportunity that we can make the world’s first bra that is machine washable, dryable, [with] built in-bonded pads, no underwire but still serves as a full-day supportive bra that could be worn to the office and to the gym.”
Jennifer Doll
In order to develop the intimate wear line, Blumstein was eventually introduced to Huug’s cofounder and designer Jennifer Doll, who has over 25 years of experience designing bras for major brands like Victoria’s Secret, Target, Spanx and more. The duo agreed that women were dissatisfied with the offerings on the market and deserved more.
That’s where Huug comes in. The bras don’t use any underwire and feature a patent-pending 3D mesh that is bonded into the bra for support that doesn’t move around.
“They want the versatility,” said Doll of the on-the-go woman jumping from work to workouts to social obligations.
After launching in 2023, the brand was an immediate hit.
“The average woman buys two to two-and-a-half bras a year,” Doll said. “We’re seeing women come back and buy four bras at a time every few months.”
The brand’s regular color drops have been a major incentive for customers to regularly shop, according to the team.
Huug bra.
Within six months of the brand’s initial launch, it was completely sold out of nearly 40,000 units, according to Blumstein. Therefore, this latest funding round will first help the team meet the growing demand as well as expand its current offering, which includes four styles of bras, all $65, and two styles of underwear, both $21.
“The goal is to build the next Spanx. We’re not necessarily looking to have tons of products,” said Blumstein. “This product, the bra, women wear it every single day. It’s like water. It’s like disrupting water.”
Kaylim Capital principal Eitan Katz added in a statement: “Huug has redefined what consumers can and should expect from their intimate apparel. Their innovative approach to comfort and performance is exactly the kind of disruption we look for, and we’re excited to support their next stage of growth as they expand into new categories and reach even more customers.”
In terms of what’s to come, Doll and Blumstein hinted at swimwear (though the bras are already swim-friendly thanks to the fast-drying mesh technology, which has even been touted by Shamu’s trainer at SeaWorld); different styles of bras, including ones geared toward working out; additional color drops, and expansion of sizes, which currently range from 32A to 42DD. Additionally, while Huug is currently available at one boutique, Clementine NY in Long Island, Blumstein hinted at additional retail expansion both through partners and standalone stores within the next year.