Thinx extends its product line to activewear
Thinx, a direct-to-consumer (DTC) period underwear brand that has been one of the bigger players to emerge in recent years, is making a move into the activewear market. Founded in 2013, the company has seen growth despite the impact on its brand image, and is now looking to expand its product offerings.
Leveraging Athleisure Trends
Thinx's strategy for this expansion involves broadening their product line beyond their core period-proof underwear to include activewear, loungewear, and related categories. This move reflects a diversification approach aimed at capitalizing on athleisure trends and meeting broader consumer lifestyle needs.
According to CEO Maria Molland, Thinx entered the activewear market following a year of "tremendous adoption" of period underwear. The brand's new product expansions include tracksuits, shorts, suits, swimwear, and nightwear. The activewear items retail between $65 and $95.
Period-Friendly Activewear
Thinx's activewear collection is designed to be both functional for activity and address women's concerns around periods. The products feature built-in shelf bras, smoothing waistbands, and heating pad pockets. All activewear products from Thinx also incorporate the company's absorbent technology.
Pandemic Performance
Despite limited data for direct comparison with competitors, Thinx has maintained activity in product expansion and sales during the pandemic, suggesting resilience. The pandemic has heightened demand for comfortable, functional apparel including activewear and loungewear, segments in which Thinx is growing.
A Competitive Edge
Thinx holds an advantageous position as one of the brands to popularize period solution-focused apparel. The brand's entry into the activewear space allows them to capitalize on the success of period underwear. Thinx is the first period solution brand to offer a full collection of activewear.
Retail Partners and Online Growth
Thinx's activewear products are sold through their website and "select retail partners," including Nordstrom. The brand has also secured partnerships with tech-focused startup B8ta. The growth during the pandemic has been attributed to the surge in online shopping.
Other DTC brands, including leak-proof underwear competitor Knix, have also seen record growth during the global health crisis. Activewear has been a consistent winner for retailers during the pandemic, as consumers have shifted towards casual, comfortable, and active clothing.
Thinx's activewear line includes leggings, cycling shorts, leotards, and training shorts. The brand's marketing positions the line as an extension of the athleisure trend.
In summary, Thinx's expansion into the activewear market reflects a strategic move aimed at capitalizing on athleisure trends and meeting broader consumer lifestyle needs. Despite limited data for direct comparison with competitors, Thinx has maintained activity in product expansion and sales during the pandemic, suggesting resilience. The brand's activewear line is designed to be both functional for activity and address women's concerns around periods.
- As Thinx ventures into the activewear market, their product line expands beyond period-proof underwear to include leggings, cycling shorts, leotards, training shorts, tracksuits, shorts, suits, swimwear, and nightwear.
- Embracing the athleisure trend, Thinx's activewear collection is designed to cater to both physical activities and women's needs during their periods, featuring integrated shelf bras, smoothing waistbands, and heating pad pockets.
- The pandemic has driven demand for comfortable, functional apparel, including activewear and loungewear, and Thinx has capitalized on this trend, remaining active in product expansion and sales during this period.
- Positioning itself as a pioneer in period solution-focused apparel, Thinx seizes a competitive edge by being the first period solution brand to offer a full collection of activewear.
- Thinx's activewear products are now available through their website and select retail partners, including Nordstrom and tech-focused startup B8ta, with the growth attributed to the surge in online shopping during the global health crisis.
