(Filed Under wholesale Lingerie News). Knock out!, the company which launched with its patented “Smart Panties,” celebrates a its five year anniversary in December. Since its founding the company has added several new solutions products and placed its intimates in hundreds of stores in the U.S. and around the world.
Knock out!, which utilizes “American innovation and an American workforce” began with “patented natural cotton technologies” that were originally contained in six panty styles in nude, the company remembered in a celebratory release.
“Despite the lackluster economy during the early years, Knock out! has grown rapidly because we are offering a solution women want - a solution that is comfortable, versatile and attractive,” stated Angela Newnam, founder and CEO. “Our customers are working out, laughing, living and knowing they are “Ready for Anything” – white pants and all!”
Noting that “over 90% of new companies” fail in their first five years, Newnam credits Knock out!’s success to innovation, “industry know how” and “strong credit to Lorraine Chambers,” the company’s vice president of sales and marketing since 2011. “I had a product, and Lorraine knew how to bring it to market. She hired reps, and we had our Curve debut in August of 2011. Together our team is building a brand with strong customer loyalty.”
From the start, retailers perceived that Knock was filling a void in the marketplace. IC London, in Charlotte North Carolina, was the first store to buy the brand and continues to carry the full Knock out! line. “We started with the six original styles and have added every item as they’ve grown,” stated the store’s Shelly Domenech. “We serve a diverse customer base, needing everything from thongs to briefs, from extra smalls to plus sizes. Knock out! has a style for every body type and size – and my customers love that they are pretty and functional at the same time. With 22 years in the business, I have seen a lot of lines. Knock out! is our #1 selling panty brand – they ship quickly, regardless of the order size, they focus on fit and they really do listen to what customers want.”
Other buyers, while noting the importance of solutions products in their businesses, report that the category will grow itself once it is in a store. For example, Santa La Bella, owner of La Bella Intimates, with shops in Clearwater and Winter Park, Florida, has carried Knock out! for three years. “If we get a customer to just try one pair, they come back and buy six or seven,” she said. “Our regular Knock out! customers tell their friends, which has helped us build the brand and our sales. For special customer orders in sizes or colors I do not carry, I can get them in a few days. My customers truly appreciate their American quality and service.”
While Knock out! will not disclose revenues, it reports it ships to over 650 specialty retailers in 10 countries.
After its initial success with Smart Panties, the company responded to buyer requests for sweat management sleepwear. In 2013, Knock out! launched the Mighty Nighties collection of sleepwear for night sweats, featuring lightweight Supima cotton with the company’s patented wicking and absorbing properties. According to Newnam, “We started with two styles in two colors to test the market. The Nite-tee and the Kool Tank did so well, that we added several styles to provide twenty mix and match sleep options. Every woman is different in her sleep needs – we want to give her choices.”
“The growth of Knock out! has benefits beyond its technologies,” according to the firm. “The Made in America commitment has generated over 50 full and part-time American jobs. The company has donated over 2,000 new panties to women in need and over $100,000 to support Gynecologic Cancers. In October, Knock out!, in an unprecedented industry move, passed cost savings through to both retail and wholesale,” reported the firm.
According to Newnam, “With our higher volumes we are getting better prices at the same quality and service. I am proud of what we have done these first five years. But what really makes me smile is knowing that we are doing what we set out to do – make a better panty.”
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