Pink Lily

Pink Lily is a direct-to-consumer women's fashion label founded in 2014 by husband-and-wife team Tori and Chris Gerbig, who began selling through Facebook before scaling into a large e-commerce operation headquartered in Bowling Green, Kentucky. It sells an own-label, trend-led assortment of boho maxi and mini dresses, tops, denim, swimwear, shoes and accessories, dropping new styles continuously and running influencer collaborations. Private equity firm Cortec Group acquired a controlling stake in November 2021, with the founders remaining involved. Most pieces retail between roughly $35 and $90.