LIVELY, the New York-based direct-to-consumer innovative lingerie brand started by former Victoria’s Secret executive, Michelle Cordeiro Grant, is announcing it has raised a $4M Series Seed led by GGV Capital, Gelmart International and Harvey Sanders. This round brings the company’s total funding to $5.5M.

Within just six months, LIVELY has made a name for itself in the $13 Billion intimates industry and as a result has attracted and enlisted a dream team of investors to continue its impressive trajectory–now possessing the infrastructure, experience and leadership on its team to shift the future of lingerie retail.

LIVELY launched in April 2016 creating a new category it dubbed “leisurée”. Within three weeks, LIVELY was shipping product to all 50 states and 44 countries, and continues to experience double digit growth month over month. The company attributes its early success to identifying a void in the intimates market, delivering both authenticity and an inspiring lifestyle derived from a community of real women.

“A key component of our brand ethos is to create an experience that inspires women to live life to the fullest by creating products that drive body positivity, and empowerment. This has resonated incredibly well with our customers,” says founder and CEO Michelle Cordeiro Grant, who has spent over a decade in the industry. “We will continue to build the LIVELY brand off our consumer’s feedback and create something entirely new for every woman’s first layer,” Grant continued.

With funding from GGV Capital, a 15-year-old venture capital firm that invests in both U.S. and China-based companies, including Airbnb and Alibaba, LIVELY pursues huge disruption opportunity in both the domestic and global markets. Gelmart International, a world-class manufacturer and LIVELY’s founding investor and manufacturing partner, will continue to provide the infrastructure of a seasoned lingerie brand with a true supply chain advantage.

Harvey Sanders, the former Chief Executive Officer and President of Nautica Enterprises, Inc. is also a current board member of Under Armour, Inc. His leadership experience in the consumer retail sector, makes him an incredible asset to LIVELY, where he plans to play an instrumental role in the company’s early stages of growth.

Additional participants in the round include digital fashion mainstay Leandra Medine whose website Man Repeller quickly became one of the most visited independent fashion websites in the world. The Man Repeller attitude, that women should dress not for men, nor even for other women, but for themselves, echoes LIVELY’s “living LIVELY” mantra. It’s not about fashion, but more about a woman feeling comfortable in her own skin.

LIVELY will use the new funding to expand its team, enhance their user experience and amplify marketing efforts as well as make strides towards brand expansion globally.

LIVELY is inspired by today’s woman; smart, healthy, active and outgoing. The brand delivers products that blur the aesthetic lines of lingerie, active, and swim, establishing a new category they call leisurée. LIVELY is a mindset that reminds, empowers and enables women everywhere to live life to the fullest. LIVELY is available exclusively at wearLIVELY.com.