Ariela & Associates International (AAi), a women-owned intimates company in the USA, has announced the acquisition of inclusive, disruptive intimates brand Parade. As a division of AAi, Parade will maintain its unique identity and creative vision while leveraging AAi’s best-in-class sourcing, design and forecasting capabilities to scale in the USA and globally, setting the stage for an exciting new chapter.

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.