The newly launched replenishment e-commerce site MeUndies.com aims to keep men and women stocked up on basics year-round.
Launched in February, the site offers a subscription service that automatically updates key items for consumers as often as they want without the hassle of shopping for basic undershorts, underwear and socks at brick-and-mortar stores.
Jonathan Shokrian, co-founder and president of MeUndies.com, said the concept was “born out of our frustration with the entire basics shopping experience.
“Between frequent visits every other month to department stores, to boring expensive options, the entire process didn’t make sense. We wanted to create an easier, less-expensive way to keep your basic apparel replenished but, at the same time, create an unparalleled lifestyle brand that resonates with people,” said Shokrian, who photographed the marketing campaign.
Related Articles
From a business perspective, co-founder Barak Diskin said profits are to be made by cutting out brick-and-mortar stores as well as brand licensing fees.
You May Also Like
“The company passes along the savings to customers.…Our e-commerce model equals profit.…We’ve created a business model of cutting out the middle man,” said Diskin, noting that production is based in Turkey. “We believe we’re making money from Day One, especially when you cultivate customers over a long time. We believe our margin is going to be better than many apparel makers out there.”
A first-year wholesale sales projection was not available, but the replenishable business could generate $3 million to $4 million the first full year, according to industry estimates.
The site launched with three styles of men’s and four styles of women’s underwear, offered in a wide variety of colors, all under the MeUndies label. Product additions in the coming months will be socks, T-shirts and leggings.
MeUndies manufactures its own brand of apparel using fabrics such as MicroModal for their underwear line. Based in Beverly Hills, the company is backed by Science Inc.
In addition to the online-subscription service, MeUndies products will be available in customized vending machines at select locations. The first vending machine venue was opened in February at Confederacy, a hip specialty store in Hollywood. A second venue will open at a retail location in Manhattan in the near future.
“I would eventually like to sell the underwear in vending machines at airports,” said Shokrian.