We went bra shopping at the first store for ThirdLove, the startup taking on Victoria's Secret, and found cheeky displays, custom dressing rooms, and an entire wall made of bras

• ThirdLove opened its first physical store on Wednesday in New York City, allowing shoppers to try on bras from the previously online-only retailer.
• We visited the pop-up - which is open now through the end of the year - and talked to ThirdLove cofounder Heidi Zak about the company's decision to wade into brick-and-mortar.
• Visit Business Insider's homepage for more stories.

Six years after ThirdLove set out to woo bra shoppers on the hunt for the ever-elusive comfortable fit, the online-only lingerie startup is opening its first ever physical retail space.

ThirdLove officially set up shop in New York City on Wednesday, debuting a concept store that will run through the end of 2019. The pop-up offers personalized bra fittings from "fit stylists" who introduce consumers to styles and help them navigate ThirdLove's Fit Finder, a short questionnaire that uses a proprietary algorithm to determine the best fit from among 78 total sizes.

Read more: ThirdLove, the buzzy online bra startup that publicly slammed Victoria's Secret for its lack of inclusivity, is opening its first pop-up store in New York

Despite ThirdLove cofounder Heidi Zak previously stating she had no intention of moving into brick-and-mortar, she said she eventually came to recognize a physical store's potential to reach new consumers, particularly women who prefer to test particularly fickle garments like bras in real life.

"We just got to a point where we had talked about it for a long time and customers had been telling us they really wanted to be able to try on in person," Zak told Business Insider during a recent tour of the pop-up.

"We've had millions of online customers, but it just felt like we had too many questions and we should just bite the bullet and just do it, just test it."

By opening the pop-up, ThirdLove follows in the footsteps of fellow buzzy direct-to-consumer brands like Glossier and Away that found success from moving into brick-and-mortar.

Here's a look inside our visit to the ThirdLove pop-up store: