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Next Billion-Dollar Startup: Entrepreneurs Create $750M Bra Business By Exposing Victoria's Weakness

October 20, 2018

 

In December 2011, Heidi Zak was shopping for a bra to go with her dress for the holiday party at Google, where she worked at the time. She wound up at Victoria’s Secret, the lingerie retailer that has long dominated the $12 billion industry, and bought an ill-fitting bra. “I took the pink bag and shoved it in my black backpack because I was embarrassed to carry it,” recalls Zak, a diminutive five-foot-four woman who is now 39.

 

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