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The Perfect Fit for Reverse Logistics

How popular intimates brand CUUP found their perfect fit with Passport Shipping and Loop Returns

Cuup head image
New York, NY
Fashion, apparel, intimates

Ecommerce brands selling intimates face a big challenge when it comes to returns & exchanges. For brands selling internationally, this challenge is compounded further.

On one hand, sizing issues occur routinely and brands must build a returns process to address that. On the other, the nature of intimates make returns difficult - used underwear presents an obvious hygiene problem.

A solid return policy and effective returns management platform can give brands the edge they need to succeed. But for brands to capitalize internationally, they’ll need help that only a turnkey international shipping solution can provide.
Popular intimates brand CUUP found their perfect fit with Loop Returns and Passport Shipping. 


A leading intimates brand needed to have a cross-border returns program in place before they activated new countries.


Leveraging Loop for US and Canada returns extended a solution they loved to shoppers north of the border, and Passport's reverse logistics, duty & tax reclamation service, and international customer support made for a turnkey international expansion.


  • Unlocked up to 40% discounts on list rates with Canada Post
  • Eliminated surprise fees and post-shipping accessorials with transparent, upfront pricing
  • Gained flexibility to scale Returns over time, with direct and consolidated options
  • Enhanced customer's experience with simple, straightforward duty and tax reclamation
  • Increased visibility into Returns through the Passport Returns Dashboard

Offering international returns is no longer optional.  For many brands, it's a requirement to expand to new markets.  And for product categories like footwear, apparel, and intimates, the returns rate may exceed 40%.  Having a simple, affordable solution in place for customers is absolutely essential to unlocking global potential.

Passport was able to help us feel very comfortable with how the process works, both from the operational aspect and the financial view of recovering duties and taxes. The cross-border knowledge bank that Passport brings is invaluable.
Anh Nguyen
Director of Operations

Take CUUP, a modern intimates brand that's on a mission to help women find the perfect fit. While most brands only offer 17 standard bra sizes, CUUP offers over 40.  CUUP knows that finding the perfect fit is essential. It's so essential to their business that they have a staff of "Fit Therapists'' available for virtual consultations and online chats. 

When CUUP wanted to expand to Canada, they knew that a returns program would be key to their success.  "We didn't want to expand to Canada without having an easy way for customers to return their orders if they didn't feel it was the perfect fit," says Anh Nguyen, CUUP's Director of Operations.  

For Anh, a returns partner needed to offer three key things:

  • Seamless integration with Loop Returns, the solution CUUP was already using for US returns
  • Easy label printing and package dropoff at convenient locations
  • A way for Canadian consumers to recover duties and taxes they paid on import

"Passport was the clear choice," said Nguyen.  "We loved that they could handle our shipments to Canada, manage the returns to our US fulfillment center, and work seamlessly with our US returns platform. Best of all, they took care of all the customer support questions for returns, which really took the burden off our customer success teams." 

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− Passport Shipping team