Direct-to-consumer intimates brand Parade has been acquired by Ariela & Associates International. Terms of the deal were not disclosed.
Parade will act as a division of Ariela & Associates International and will utilize the Ariela & Associates International’s “sourcing, design and forecasting capabilities to scale in the U.S. and globally,” according to a company press release Tuesday. Ariela & Associates International specializes in intimates, listing Smart&Sexy, Curvy Couture and Fruit of the Loom bras as part of its portfolio.
"We admire the extraordinary impact Parade has had in such a short time and are thrilled to bring a brand that shares our values of authenticity, inclusivity, and sustainability to the [Ariela & Associates International] portfolio," Ariela Esquenazi, CEO and president of Ariela & Associates International, said in a statement. "Parade's commitment to inclusive fast fashion which doesn't compromise on its sustainable mission aligns seamlessly with our core principles and we believe that this union will allow us to create powerful synergies."
Parade was founded by CEO Cami Téllez and launched in 2019, according to the Ariela & Associates International press release. Ariela & Associates International and Parade did not respond to inquiries by the time of publication about Cami Téllez’s role following the acquisition.
The news comes a few months after Parade expanded its product offerings. The intimates brand in March launched its first swimwear collection inspired by its most popular bralette and underwear styles. Parade released its first activewear collection called Moves in May, with prices ranging from $8 for the Sport+ underwear to $58 for the Flex leggings.