Join WIRe for an intimate conversation with Bree McKeen, Founder of Evelyn & Bobbie, the innovative lingerie brand that's redefining comfort and body positivity in intimate apparel. In this fireside chat with WIRe founder Kristin Luck, Bree will share her journey from concept to cult-favorite brand, offering practical insights on navigating product development, building authentic customer relationships, and scaling a mission-driven business in a highly competitive market.
Discover how market research has been instrumental in shaping Evelyn & Bobbie's marketing strategy and brand positioning—from understanding their target audience to refining messaging that truly resonates. Bree will share how consumer insights have guided critical decisions throughout her brand-building journey, demonstrating the power of listening to your customers at every stage of growth.
Whether you're launching your own venture, leading brand strategy, or simply curious about the realities of entrepreneurship, this conversation will provide actionable lessons on turning vision into reality. Bree's experience building Evelyn & Bobbie from the ground up offers a masterclass in resilience, innovation, and staying true to your values while growing a successful business.
Bring your questions and join us for an inspiring discussion that goes beyond the highlight reel to explore what it really takes to build a brand that resonates.
A special thank you to our sponsor, Prodege, for making this event possible!
Bree McKeen is the visionary founder of Evelyn & Bobbie. As a 34G woman, she struggled for years with aching shoulders, tension headaches, and posture issues from wearing an underwire bra. Fed up with the pain and discomfort, and disappointed with alternative bra options on the market, she left behind a high-potential career in finance to invent a better way.
With years of experience in early-stage investment combined with her studies in Anthropology and Business at Stanford University, McKeen discovered a unique opportunity to launch a revolutionary new bra concept that would change women’s lives for the better and spent years developing and testing prototypes in her garage.
Evelyn & Bobbie bras are different from any other bra on the market. Through her commitment to rethinking how bras are constructed and born of her personal need. Their advanced design eliminates traditional underwire, providing unmatched support while offering a new level of comfort and flexibility. EB Core® technology uses a unique, patented material that achieves the support and separation of a wire, without discomfort. Evelyn & Bobbie has redefined what it means to wear a bra.
Bree founded Evelyn & Bobbie on a dream for a better bra. Today, she wears that bra every single day. From boardroom meetings, to chasing kids around the living room, to riding horseback on the working cattle ranch she now calls home, Evelyn & Bobbie bras are made to fit your life, wherever it may take you. Bree McKeen is transforming the intimate’s industry, setting a new standard for what lingerie can and should be, with a bra so comfortable you forget you’re wearing it.
Kristin Luck serves as an advisor and growth strategist to a number of cutting-edge marketing and analytics technology and services firms through her consultancy, ScaleHouse. She is the founder of two marketing analytics companies that she led to successful exits. Kristin co-founded OTX, an online research business that was named the fastest growing research firm in the world in 2002 and 2003 and was subsequently acquired by Pilot Group and again by Ipsos in 2007. She then founded Forefront Consulting Group, a research technology firm that was acquired by Decipher. Decipher was acquired by FocusVision in 2014 after seven consecutive years of double- and triple-digit growth. FocusVision merged with Confirmit in 2021 to become Forsta, where she sat on the the Board of Directors until its recent acquisition by Press Ganey.
Kristin is a licensed investment banker with Oberon Securities and a founder focused on helping fellow founders and executive teams scale and monetize their businesses. Her deal expertise on both sides of transactions comes from participating in both acquisitions and exits from $30 million to $225 million. She is also passionate about supporting founders in international markets execute their entry into the U.S. Kristin regularly contributes to both the commercial (Fast Company, Forbes) and academic press (Research World, Journal of Brand Strategy) where she explores emerging marketing and research methods. She is consistently ranked as one of the top 100 sales and branding experts to follow on social media.
In addition to Founding, Women in Research, Kristin has also served on the board of ESOMAR, the global insights and analytics association, for eight years; including a two year term as Vice-President and a two year term as President.
