Truekind Launches First Physical Retail Locations at Belk Stores Across the Southeast
In a significant shift towards omnichannel retailing, Truekind®, a leader in the comfort bra category, has made its brick-and-mortar debut at Belk department stores. With a robust history of direct-to-consumer growth, the brand is extending its reach by launching in 258 Belk locations across the Southeastern United States, effective March 17, 2026. This move is a pivotal step in Truekind's strategy to enhance accessibility for its customers who have previously shopped exclusively online.
Truekind has made waves in the intimates market with its impressive track record, achieving a remarkable 65% year-over-year growth in 2024 alone. The brand boasts three styles among the Top 20 Best-Selling Bras in the U.S., including the highly sought-after Supportive Comfort Wireless Shaping Bra, which sits within the top five of the non-wire category. This underlines the strong demand for comfort-focused lingerie that meets the diverse needs of modern women.
Massimiliano Tirocchi, Chief Marketing Officer of Truekind, emphasized the importance of this retail partnership, noting that consumers frequently desire brands they first encounter online to be available in physical stores. By collaborating with Belk, Truekind is poised to meet this demand while introducing its popular bras to new shoppers who prioritize comfort and style.
Belk customers can now find a curated selection of Truekind's best-selling products both in-store and online at Belk.com. This range includes:
Gabrielle Richards, Brand Director, described the introduction of Truekind to Belk as monumental, citing customer feedback that emphasized the desire to physically experience the quality of their products. The partnership aligns perfectly with Truekind's mission to empower women through inclusivity, offering sizes from S to 4XL, which is foundational to the brand's success.
This launch represents a strategic expansion for Truekind, which prides itself on offering premium bras characterized by their unmatched comfort, functionality, and inclusivity for all body types. With a solid foundation of online customer loyalty and consistent revenue growth, the brand’s foray into physical retail solidifies its strength in the market and lays the groundwork for future expansions.
Jon Bollman, Senior Vice President and General Merchandising Manager at Belk, echoed the excitement surrounding the partnership, stating that Truekind's emphasis on comfort and quality resonates with what their clientele seeks. By making these highly regarded styles available, Belk is reaffirming its commitment to providing women with exceptional choices that enhance their everyday confidence.
The Truekind brand, recognized for creating ultra-comfortable bras and underwear that cater to all shapes and sizes, aims to bridge the gap between virtual and physical shopping experiences. By establishing a presence in Belk stores, Truekind is set to make a significant impact within the intimates category, giving women the opportunity to find comfort-driven essentials closer to home.
Customers can explore Truekind's offerings at Belk locations starting March 25, 2026, or shop conveniently online via Belk.com or the Belk mobile app. This strategic move not only elevates Truekind's visibility but also marks an exciting new chapter in its growth and connection with women across the Southeast.
Truekind has made waves in the intimates market with its impressive track record, achieving a remarkable 65% year-over-year growth in 2024 alone. The brand boasts three styles among the Top 20 Best-Selling Bras in the U.S., including the highly sought-after Supportive Comfort Wireless Shaping Bra, which sits within the top five of the non-wire category. This underlines the strong demand for comfort-focused lingerie that meets the diverse needs of modern women.
Massimiliano Tirocchi, Chief Marketing Officer of Truekind, emphasized the importance of this retail partnership, noting that consumers frequently desire brands they first encounter online to be available in physical stores. By collaborating with Belk, Truekind is poised to meet this demand while introducing its popular bras to new shoppers who prioritize comfort and style.
Belk customers can now find a curated selection of Truekind's best-selling products both in-store and online at Belk.com. This range includes:
- - Truekind® Daily Comfort Wireless Shaper Bra: Ideal for everyday wear, this is the brand’s flagship product.
- - Truekind® Supportive Comfort Wireless Shaping Bra: A conscious choice for those seeking support without compromising on comfort.
- - Truekind® Convertible Strapless Bandeau Bra: A versatile option suitable for various outfits and occasions.
- - Truekind® Everyday Throw-On Wireless Bralette: This essential piece is designed for effortless layering, enhancing the comfort factor.
Gabrielle Richards, Brand Director, described the introduction of Truekind to Belk as monumental, citing customer feedback that emphasized the desire to physically experience the quality of their products. The partnership aligns perfectly with Truekind's mission to empower women through inclusivity, offering sizes from S to 4XL, which is foundational to the brand's success.
This launch represents a strategic expansion for Truekind, which prides itself on offering premium bras characterized by their unmatched comfort, functionality, and inclusivity for all body types. With a solid foundation of online customer loyalty and consistent revenue growth, the brand’s foray into physical retail solidifies its strength in the market and lays the groundwork for future expansions.
Jon Bollman, Senior Vice President and General Merchandising Manager at Belk, echoed the excitement surrounding the partnership, stating that Truekind's emphasis on comfort and quality resonates with what their clientele seeks. By making these highly regarded styles available, Belk is reaffirming its commitment to providing women with exceptional choices that enhance their everyday confidence.
The Truekind brand, recognized for creating ultra-comfortable bras and underwear that cater to all shapes and sizes, aims to bridge the gap between virtual and physical shopping experiences. By establishing a presence in Belk stores, Truekind is set to make a significant impact within the intimates category, giving women the opportunity to find comfort-driven essentials closer to home.
Customers can explore Truekind's offerings at Belk locations starting March 25, 2026, or shop conveniently online via Belk.com or the Belk mobile app. This strategic move not only elevates Truekind's visibility but also marks an exciting new chapter in its growth and connection with women across the Southeast.
Topics Consumer Products & Retail）
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