The online underwear retailer plans to open a bricks-and-mortar location by 2018.

An online underwear retailer just rolled out a “bold” new subscription model aimed at better catering to its shoppers’ buying preferences.

MeUndies will now let shoppers choose one of three monthly subscription plans depending on that shopper’s style preference. Shoppers can choose to receive a pair of classic, bold or adventurous pair of underwear each month. Subscriptions start at $16 per month for men and $14 for women. Under the company’s previous model, shoppers could only receive the adventurous line in a monthly subscription. The adventurous style features prints as opposed to the solid colors offered in the classic and bold lines. MeUndies isn’t a subscription-only business. Shoppers are able to place one-off underwear orders whenever they choose.

“60% of our first-time purchasers aren’t buying prints,” says MeUndies founder Jonathan Shokrian. “They’re actually buying solid colors. We want to open it up to allow for people to subscribe to other offerings.”

Shokrian says the company is offering more subscription options because its subscriber base is growing, and subscribers tend to spend twice as much with the company as a shopper who buys from the site a la carte.

“Planning for 2017 conservatively we’re looking to ship out 4-5 million pairs of underwear, with about 30% of that going to our subscriber base,” he says.

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The added subscription offerings aren’t the only changes MeUndies is making.

Shokrian says the company is in the process of changing how it ships its monthly orders. Since the company launched in 2011, all monthly subscriptions have been shipped on the 6th of each month.

“We’re looking to change that to make it easier on our customer service and fulfillment team,” he says, declining to specify further.

According to CrunchBase, MeUndies has raised $10.4 million in funding across five rounds in the five years it has been in business. The company is planning on an offline expansion at some point, choosing to eventually open its own stores rather than sell its products through another retailer.

“We don’t want to put our product in someone else’s hands,” he says. “As soon as you wholesale your product, you lose that connection with your customer. We really want to own from order to fulfillment to customer support. We see us being an omnichannel brand.”

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Shokrian says the company is hoping to open its first bricks-and-mortar location in 2018.

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