Truekind makes physical retail debut in Belk department stores

Intimates brand Truekind has made its physical retail debut and launched in Belk department stores. 

The brand is now available in 258 Belk retail locations across the Southeast and on Belk.com as of March 25. Customers can now shop a curated selection of Truekind’s best-selling lingerie styles in sizes small to 4x extra large.

The launch is part of Truekind’s broader go-to-market strategy, as the brand strengthens its omnichannel approach after years of strong direct-to-consumer momentum, fuelled by year-on-year growth of 24 percent in 2024 and consistent quarter-over-quarter revenue growth.

“Truekind's entry into Belk is a strategic signal about where the bra category is heading,” said Massimiliano Tirocchi, chief marketing officer, in a statement. “Consumers increasingly want brands they discovered online to be accessible where they already shop.” 

“This launch accelerates Truekind's omnichannel roadmap and validates our conviction that comfort-first bras have significant untapped potential in physical retail.” 

Truekind’s debut in Belk comes as the brand sees three of its styles ranked among the top 20 best-selling bras in the US, a segment that accounts for 51 percent of the total US bra market, according to Circana.

“Truekind is a brand that understands what our customers are looking for – comfort, quality, and inclusive sizing,” said Jon Bollman, senior vice president, general merchandising manager at Belk. 

“We're proud to be their first brick‑and‑mortar partner and to make their most-loved styles accessible to women across the communities we serve. This partnership strengthens our commitment to offering women exceptional options that help them feel confident every day.”

Best-known for its wireless bras and size-inclusive offering, Truekind launched in the US via the DTC market in 2021.