Direct-to-consumer women's intimates brand ThirdLove has invested in a new Product Lifecycle Management (PLM) solution to help drive growth and optimise its complex product offering.

Frustrated by poorly fitting bras, co-founder Heidi Zak partnered with bra designer Ra'el Cohen to form ThirdLove, launching the company's first bra in 2013. Last year, the lingerie firm was named to Forbes' Next Billion-Dollar Startups list for 2018.

Today the business is growing rapidly, with 78 sizes in core styles requiring ThirdLove's teams to handle an expanding amount of complex product data. The company has selected Centric Software's cloud-based Product PLM solution for emerging enterprises, Centric SMB.

"We have to be extremely precise in everything we do, from tech pack creation to grading to data management," explains Marcus Chung, vice president of manufacturing and supply chain at ThirdLove. "Centric's PLM solution will help us maintain that level of accuracy in new styles we bring to market while investing in foundational systems and processes to continue to grow efficiently."

Available on a subscription basis (SaaS), Centric SMB is designed to help emerging brands speed product development, optimise product costs and increase brand responsiveness.