(Filed Under wholesale Men's Underwear News). MaleBasics doesn’t think that men should be excluded from the holiday gift-giving season, at least when it comes to lingerie.
After officially launching Lingerie MaleBasics earlier this year, the designer and retailer of men’s underwear has introduced three styles for holiday: a lace mini boyshort with openings at each side, a microfiber lace thong and a bodysuit. They are available in black, white and red on MaleBasics.com, as well as other men’s underwear sites, including Erogenous.com, Priape.com and, most recently, LeMaleAime.com out of France.
This pushes the Lingerie MaleBasics line to 14 styles wholesaling for $8.25 to $16, with most retailing below $20 and offering retailers above a 55 percent mark-up, according to Raul Valencia, co-owner of MaleBasics with Paula Zuniga. Sizes are S/M and M/L.
Since introducing lingerie into the MaleBasics product mix, which also includes basics in the MaleBasics line and fitness underwear in MaleBasics Performance, Valencia said the company has pushed the boundaries of the men’s underwear market.
“We created a new segment in the market called ‘men’s lingerie,’ and now we see other companies coming up with the same thing,” he said. “We try to maintain a borderline concept in terms of masculinity and what we present. Women have their lingerie for special occasions. We discovered that there is a market out there for men who want the same type of fabric, the same type of touch, but presented in a very masculine way.”
Valencia added that this market is not exclusively gay. “We’ve seen many women purchasing underwear for their significant others. Our main target right now is the adult novelty stores, and we trying to get into women’s lingerie stores,” he said.
In the effort to enter adult and women’s stores, MaleBasics wants to move away from conducting sales in-house and is looking for sales representatives nationwide and in Canada.
“Right now we are open to many possibilities, but [the ideal candidate] is someone with an established portfolio who wants to carry and alternative men’s label, and also carries some women’s novelty and lingerie brands,” Valencia said. “We offer 10 to 12 percent commission; the upper average of the commission bracket, and we have offices in Miami and Montreal.”
He emphasized that MaleBasics is more than an erotic lingerie line. “We also offer a very classic line that is sold in The Sears Marketplace, and our performance line that caters to guys who want moisure-wicking fabric for working out.”
For next spring, MaleBasics plans to add new styles to all three lines, including four new lingerie looks.
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