In 2015, two years after launching  ThirdLove, co-founder Heidi Zak had to face facts: Her DTC bra company was strapped for cash and in danger of folding. It was the early days of e-commerce, and customers didn't want to spend $68 on a bra they couldn't try on first. Zak and her 13-person team needed to find a solution or throw in the towel.

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