Ariela & Associates International (AAi) has acquired the women’s apparel brand Parade, aiming to enhance its fashion portfolio. 

Under the deal, Parade will keep its identity and mission while leveraging AAi’s sourcing, design, and forecasting capabilities to scale in the US and abroad. 

“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,” said CEO and president Ariela Esquenazi.

“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.”

Launched in 2019, Parade aims to set new benchmarks for diversity, body acceptance, and self-expression in the intimate apparel sector. 

The digitally native brand’s use of sustainably sourced materials and trendsetting designs has earned a customer base of young women. The brand is dedicated to empowering the next generation of women while supporting sustainable practices by offering a wide choice of items and sizes to fit all body shapes.

Parade will join AAi’s portfolio, which already includes plus-size lingerie brand Curvy Couture (acquired in 2019), inexpensive intimates brand Smart&Sexy, and Fruit of the Loom, for which AAi has held the master license in the bra category for 20 years.