Underwear is personal.

The guy who wants plain boxer shorts is not like the guy lusting for form-fitting, logo-emblazoned Emporio Armani briefs. With that in mind, FreshPair.com offers men a product assortment after they select their underwear personality: CEO, Couch Potato, TrendSetter, Jock, Wild Child or Body Perfectionist.

For women, especially full-busted women, finding the perfect bra is a challenge. So FreshPair.com offers a free phone consultation with a bra expert who discusses the woman’s needs, then sends her 10 bras that she might like. She can try them on at home for a week and send back the ones she doesn’t like.

Says Matthew Butlein, president of FreshPair.com, “It’s for the full-figured or full-busted woman that we have the biggest opportunity to improve their experience.”