When Liz Rietz co-founded Bleuet just six years ago, she wasn’t chasing fashion trends or even celebrity endorsements.
Rietz was responding to a quiet but universal moment – the awkward, often anxious rite of passage when young teen girls purchase their first bras.
“Having my own daughter walk through the experience of trying to find a bra that was comfortable, that felt good against the skin, that was soft and wasn’t itchy,” said Rietz, chief executive. “We had a number of challenges when it came to that … when I talked to other moms out there, it turns out there are so many kids like (my daughter) that are more sensitive.”
This month, her Lincoln Heights-based Bleuet marked a milestone that underscores how resonant her mission has become: 500,000 bras sold. The number is more than a sales figure for Rietz. It’s a measure of how successfully the brand has rewritten what “first bra” shopping looks and means for the new generation – Gen Alpha.
“It reflects the trust parents and girls have placed in us to create products that prioritize comfort, inclusivity and confidence,” Rietz said, who co-founded the company with her husband Bill Rietz. He’s also the chief operating officer.
“We are humbled and inspired to continue expanding our impact and supporting girls as they grow,” Liz said.
What began in September 2019 as a direct-to-consumer startup – with stacks of boxes, fabrics and other materials spread out in Rietz’s dining room – has since grown into online sales through major retailers like Amazon.com Inc., Target Corp., Nordstrom Inc. and Walmart Inc.
From that first day, Rietz positioned Bleuet less as a clothing company and more as a confidence brand. The designs are simple and made from breathable, ultra-soft, and sustainable fabrics, including organic cotton, bamboo and modal. The bras are also seamless, free of “the itchy tags” and “uncomfortable wires,” according to the company.
Bleuet’s moniker, pronounced Blue-A, is French for cornflower, and it even highlights Rietz’s view of allowing tween and teen girls the space to be modern, natural, strong and understated.
“We’re creating a new category,” she said. “It’s the idea of girls being their best, beautiful, bold and most unique selves.”
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