Knickers knocking at your door
Shoppers can bypass the checkout line with online subscription for their unmentionables
Meal kits, detergent, razors. Now underwear. Subscriptions to get items automatically delivered to your door — and save a trip to the store for things you know you’ll need on a regular basis — are a growing market.
And while the world of e-commerce startups may be dominated by hip, young companies, the model of shipping knickers every few months is getting competition from a company that pre-dates the Civil War.
Fruit of the Loom, a name familiar inside brick-and-mortar stores like Target and Walmart, is hopping on the trend, selling a six-pack of skivvies or set of undershirts directly to consumers.
Those who subscribe to Fruit to Your Door can decide how often they want a multi-pack of boxers or bikinis for a 30-percent-off promotional price and a discounted shipping rate of $3.95. Right now, the company is offering subscribers a six-pack of women’s bikini underwear for about $14 plus shipping.
“It’s a convenience and a good value,” said Bryse Yost, spokesman for the Kentucky-based company founded in 1851. The service launched in mid-November.
As transactions continue to migrate online, more traditional retailers have been experimenting with online shopping trends, especially those falling into the territory of Amazon — the ecommerce elephant in the room. Macy’s and Best Buy have launched same-day shipping. Grocers like O’Hara-based Giant Eagle and most recently Target now offer to drop off bread and milk at your home.
As for intimate apparel, startups like MeUndies, BootayBag and Panty Drop are among the web-native companies offering to help shoppers bypass the checkout line to buy their unmentionables.
“There are tons of different services out there in different industries,” Mr. Yost said. “For us, we saw it was an absolute need to offer this.”