Ariela & Associates International Acquires Parade

Ariela & Associates International (AAi), the largest women-owned company in the U.S., has acquired the direct-to-consumer intimates brand, Parade. 

As a division of AAi, Parade will maintain its unique identity and creative vision while leveraging AAi’s sourcing, design and forecasting capabilities to scale in the U.S. and globally.

Since launching in 2019, Parade has established itself in the intimate apparel industry, setting new standards for inclusivity, body positivity and self-expression. The digitally native brand’s use of sustainably sourced materials and its trendsetting designs have garnered a loyal customer base of young women who seek more from their intimate wear – not just in style but also in values. Parade has collaborated with Bite Beauty on past collections. 

With a wide range of products and sizes that cater to all body types, the brand is committed to empowering the next generation of women while supporting sustainable practices. 

“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 AAi portfolio,” says Ariela Esquenazi, chief executive officer, president, Ariela & Associates International. “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 will become a lifestyle brand in AAi’s portfolio which includes plus-size lingerie brand, Curvy Couture (acquired in 2019), affordable intimates brand, Smart&Sexy, and Fruit of the Loom, where AAi has held the master license in the bra category for 20 years.