The Swedish Bread & Boxers brand of premium bodywear for men and women has signed a licensing pact with United Legwear Co. LLC to be its distributor and marketer in the U.S. and Canada.
The collection, which includes styles for both genders, is comprised of boxer briefs, hipsters, T-shirts, tank tops, socks and tights.
Founders Alexander Palmgren and Henrik Lindahl created the brand in 2008 after their luggage had been lost and the only clothing they had was what they were wearing. As a result, the two friends envisioned a line of basics that would be an extension of a hotel minibar — a practical option for light travelers or for emergencies.
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“Getting underwear should be as simple as picking up the morning bread,” said Palmgren, who serves as chief executive officer of Bread & Boxers. “After our successful launch in hotel rooms across Europe, guests started to ask if they could find their new favorite underwear in stores closer to them, so we began a retail distribution program that has exceeded our expectations.”
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Unique packaging lends a signature look to basic items: Simple white paper bags that are evocative of flour and bread, the pieces are unadorned and available in basic black or white. There’s also a fixture program that makes it easy for retailers to stock the line in a trendy, compact rack that displays the pieces and holds the packaged items.
Lindahl, who serves as creative director for the brand, said simplicity is the main ingredient of Bread & Boxers’ appeal.
“We never make things complicated; patterns and prints are someone else’s business,” he explained.
Bread & Boxers bodywear is made of 100 percent cotton, while a fitted T-shirt is rendered in a blend of 5 percent elastane for a more buffed silhouette. Suggested retail is $18 for boxer briefs and goes up to $28 for T-shirts.
Distribution is aimed at major department and specialty stores and boutiques as well as a distribution program at hotels in North America. A marketing plan is in the works for digital and social media outreach as well as exposure at trade shows.
“There is significant potential in the U.S. market for the Bread & Boxers concept,” noted Lindahl. “The big underwear players have been doing their thing for ages but we believe retailers and consumers are ready for something more exciting in this segment.”
Isaac Ash, president and ceo of United Legwear, said he was “impressed” with the concept and merchandising of the brand while traveling in Stockholm.
“The simplicity, fabric and design all provide a feel of luxury, while the unique packaging turns a purchase into an experience,” said Ash.
A first-year wholesale sales projection was not available but the Bread & Boxers business in North America could generates sales of between $5 million and $10 million, according to industry estimates.