Expansion of Thinx into Athleisure Apparel
Thinx, the direct-to-consumer (DTC) period underwear brand, is making a move into the activewear market. The company, known for its absorbent technology, is launching a collection of leggings, cycling shorts, leotards, and training shorts, positioning itself as an extension of the athleisure trend.
In a move that seems to defy conventional wisdom, Thinx has seen a boost in sales following the departure of its founder, Miki Agrawal, who stepped down amidst sexual harassment allegations. The potential shake to the brand's image has not deterred consumers, with many continuing to support the company's innovative period solutions.
The activewear items from Thinx are priced between $65 and $95 and are available through the company's website and select retail partners, including Nordstrom. The collection includes design elements like built-in shelf bras, smoothing waistbands, and period-specific details such as heating pad pockets.
The pandemic has been a boon to Thinx and other DTC brands, with the surge in online shopping providing new opportunities for growth. Retailers are increasingly tapping into shopper data to better understand consumer behaviour and preferences, allowing brands like Thinx to tailor their offerings to meet the needs of their customers.
Thinx is not the only period underwear brand to see record growth during the global health crisis. Its competitor, Knix, has also reported significant increases in sales. The growing acceptance and adoption of period underwear, coupled with the shift towards online shopping, has created a fertile environment for brands like Thinx to expand into new categories.
Thinx's move into activewear marks the first time a period solution brand has offered such a collection. The company's focus on creating functional workout clothing that addresses women's concerns during periods sets it apart in the activewear market.
Thinx has been one of the bigger DTC players to emerge in recent years, with big retail partners like Nordstrom. In 2019, the company announced it would sell products through tech-focused startup B8ta, a move that further solidified its position in the market.
The activewear collection is just the latest development in Thinx's ongoing mission to provide innovative solutions for women's health needs. As the company continues to grow and evolve, it remains committed to its core values of inclusivity, sustainability, and empowerment.
