In this episode of Women in Retail Talks, Women in Retail Leadership Circle Senior Content Strategist Ashley Chiaradio interviews Abby Morgan, co-founder and chief marketing officer of CUUP, a direct-to-consumer (D-to-C) bra company focused on providing women with the essential bra. Listen in as Morgan discusses the inspiration behind launching the company (0:45), what makes CUUP bras different from competitors’ products (2:12), and how the brand’s BodyTalk™ platform is building a community of women supporting women (5:04).

In addition, Morgan shares the primary traits and skills she looks for in job candidates (7:36), the retail and fashion trends she’s tracking for 2021 (9:27), and why community building is essential for D-to-C brands to stand out (11:56). Lastly, Morgan discusses how she’s learned to trust her intuition since starting CUUP (13:14), the importance of company culture, and how mentorship and sponsorship have both impacted her career and CUUP’s success (15:05).

A veteran in brand marketing, Abby Morgan honed her skills in brand content production at Vimeo and further explored her love of brand storytelling as the director of brand marketing at Free People. Surrounded by the company’s signature cotton bralettes, she and her eventual co-founder, Lauren Cohan, discovered that they each wore the incorrect bra size and thus began to dive deeper into the world of lingerie. They soon saw an opening in the market for well-made, beautiful bras for sizes D and above.

CUUP is on a mission to fundamentally change the bra industry and redefine the way women look and feel in their underwear. To do this, it has re-engineered the bra itself into a hero collection of five attractive, unlined bras, proudly offering 40 sizes (A to H) that celebrate the natural female form without restricting, pushing, squeezing or flattening.

Date: March 2, 2021

Credits: Abby Morgan

Duration: 17:20