Thinx introduces reasonably priced collection in partnership with Target
In a strategic move to make period underwear more accessible, Thinx has launched a new line called "Thinx for All" at Target and is set to expand to other major retailers like CVS, Urban Outfitters, and several unnamed partners.
The new line, which made its brick-and-mortar debut through a partnership with Nordstrom in early 2019, is focused on a price point perfect for mass market retail. Each pair of underwear costs $17, making it more affordable and easier to access compared to previous Thinx products.
Despite the lower price point, the new line still boasts the same built-in technology that prevents leaks, blocks odors, and wicks away moisture. The line offers inclusive sizing for brief, bikini, and hi-waist styles, ensuring that the product caters to a wide range of customers.
Lyndsey Arnold, vice president of Partnerships at Thinx, stated that the company has been slowly building up its retail partnership portfolio over the last three years. This strategy has allowed Thinx to increase its earnings by over 48% in 2020 and build up its retail partnership portfolio to over 300 physical points of distribution globally.
Target sells several direct-to-consumer (DTC) products in stores, including Function of Beauty, Lively, Native, and Quip, due to digital-first brands attracting new customers. Thinx has also formed partnerships with retail concept startup b8ta, selling their products in several store locations.
Casper, another digital-first brand, has formed partnerships with over 20 retailers as a long-term strategy for brick and mortar. Thinx's new line is available on Target.com and in some Target stores, marking continued growth for the brand.
The launch of Thinx for All at Target is just the beginning. The company has not disclosed the additional retailers offering the line by the end of the year, but other mass retailers will also carry the line. Thinx's expansion into the activewear category and increased retail presence signals a promising future for the brand.
