In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Helena Kaylin, founder and CEO of MINDD, a direct-to-consumer bra company that offers supportive and comfortable wire-free bras for D-plus cup size women by using innovative fit technology. Kaylin discusses her strong background in intimates and retail, why she decided to leave the corporate world to start her own business, and what makes MINDD bras different from others in the market.

In addition, Kaylin shares how she developed fit-flexible technology to create support and comfort without wires, the story of MINDD’s launch in February 2020 just before the COVID-19 crisis, and how the business has pivoted to survive this challenging time. Lastly, Kaylin offers advice for other women looking to start their own businesses, leadership tips for motivating a team, and what she’s most looking forward to in 2021.

Helena Kaylin, founder and CEO of MINDD, is all hands-on-deck with her company and passionate about providing a bra that you’ll want to wear 24/7. She spends her days meeting with customers, working with product innovators, and innovating partnerships with the leading global manufacturers in intimate and athletic apparel. Helena began her career in bras and intimates in 2005 at Victoria’s Secret, where she was part of the innovation team and led the best at bras initiative that laid the foundation for contemporary athleisure. In 2018, she left her position as chief merchandising and design officer at Carbon38 to start the MINDD Bra Company when she had an “aha” moment that over the last two years she was no longer wearing her everyday bras and was opting for the comfort of her (still ill fitting) sportsbras and noted that no company was investing into real innovation and solving for fit and feel for the D-plus customer.

Date: September 8, 2020

Credits: Helena Kaylin

Duration: 34:03