Lingerie Start-up Cuup Receives $11 Million in Funding

Cuup has the virtual personal touch.  The direct-to-consumer lingerie start-up offers shoppers the chance for a bra fitting without leaving their homes. But they don’t need to fill out an online form either. Rather, women can schedule a 20- to 30-minute video conference call with a fit therapist.  “It’s essentially the same fit consultation that you could get when you come into our showroom in SoHo,” said Abby Morgan, one of Cuup’s four cofounders. “You’re asked to have a measuring tape and that’s all you need. The fit therapists will walk you through how to measure yourself, which is quite accurate. But it’s not just measuring yourself. It’s a conversation about understanding the importance of fit.” From there, shoppers all over the U.S. can order their bras and underwear online.  “One of the reasons we wanted to lean into the video conferencing is that it allowed customers who were not in New York to get fit,” added Kearnon O’Molony, another cofounder.  “You see a lot of brands out there that have an algorithmic approach to get you into a better size, through an in-take quiz,” he said. “But they’re not really that effective. We really like the idea of marrying that human component to [our

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