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NYC-Based LIVELY’s First Pop-Up Store is Heading to Dallas

The athleisure-meets-lingerie startup will set up shop in January.  
By Caitlin Clark |

It may be hard to plan for anything beyond the holidays at the moment, but you’re going to want to remember this one. LIVELY, the cool, online-only undergarments brand, will host their first ever pop-up store (and the first stop their LIVELY TOUR) in Uptown’s West Village from January 11 through January 21. Occupying the former Kendra Scott space, the startup will host workshops and events with other local brands. (Check back at the start of the year for more details on that.)

“We asked our community where we should go first and several of them voted for Dallas. So we went to Dallas in November and held a few events over three days to see how LIVELY would be received and the responses were beyond our expectations,” says founder Michelle Cordeiro Grant. “The amount of love and support we received from the Dallas community made the decision so much easier to have our first pop-up in this amazing city.”

Though the startup only launched in April in 2016, LIVELY has distinguished itself from other direct-to-consumer underwear companies (of which there are many!) by catering to the athleisure-loving set with “leisurée,” a term coined by Grant, a former senior merchant at Victoria’s Secret. The site features a variety of aesthetically pleasing styles (lots of fun color blocking happening) that could be worn both at work and to a workout. LIVELY also has versatile and comfortable swimwear, activewear, and their just-launched, 70s-inspired “Retro” collection.

@iamnonasimone is all smiles in The Deep V Bralette ✨💕✨💕 #livingLIVELY

A post shared by LIVELY (@wearlively) on

LIVELY joins a growing list of millennial-focused, direct-to-consumer brands that zeroed in on the Dallas market for a pop-up this year. Glossier had a big showing on Henderson Avenue this November (also the company’s first U.S. pop up), while Thinx chose Dallas as one of only four stops on its Fearless Bleeding tour. The consensus seems to be that the city is home to a strong consumer base for many of these brands, but the actual Dallas shopper can be a bit of a mystery. “Dallas is a huge market for us, but we don’t really know the consumer that well, or talk to her well enough,” said Amy Snook, Glossier’s head of communications.

Here’s to hoping more cool brands decide to get to know Dallas better in 2018.

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