(Filed Under wholesale Lingerie News). Foxers, the underwear brand launched 15 years ago, continues to expand, adding new styles as well as new customers and retail stores across the country.
“Our newest Foxers include fun comfortable and sexy products: the Boy Brief, Lace Bikini Brief, Men’s lace boxers, and a new supportive crop top,” declared CEO April Spring. “Also new is spandex and thinner, soft brushed fabrics.”
Asked to explain the company DNA, she replied “Foxers has many unique features that set it apart from other brands including but not limited to 2 (two) patents for the Foxers bands” that appear at the top of the underwear. “Also the pockets, and the fun colorful designs. It was founded on a light bulb moment from an idea I had after seeing thongs sticking out of girls pants when they sat down or bent over. Hence one of our tag lines “Foxers: They stick out.” Meaning the brand is unique and the underwear band is made to show.”
“I was trained by working with Saks Fight Avenue when I was young,” Spring continued. “And have maintained that Foxers always have the BEST quality of fabric and construction. You literally have to throw them away when you need to make room because they take so long to wear out. If there is ever a quality issue we stand by and replace every product. POCKETS in our underwear also sets Foxers apart. We were the first to have all underwear with pockets also in leggings and scarves.”
The growing collection includes “the initial boxers we started with, including the Lace Boxers (this term created by the designer), Boyshorts, Boxers Briefs and Tomboy Boxer Briefs, a unique design only for Foxers, created after the designer had a dream/idea and woke to design this look with pockets. Boy Briefs fit like a brief.” The company also offers “thongs, lace bikini briefs, men’s boxer briefs, and several matching tops, including Lace Camisoles in three lengths. And Crop Tops, Racerbacks (a top seller).” Lounge tops include equestrian, western sheer, and deep v white cotton t-shirts “a must have in your wardrobe. Sizes are from xs-xxxl.”
“We love working with retailers to deliver Foxers to their customers, including high-end boutiques, sexy retailers, and distributors” Spring emphasized. Retailers also include department stores and distributors.
“Foxers customers love comfort and quality with a sexy and fun twist. We have so much fun chatting with our customers about ideas for our brand. And they are most times professionals that understand and appreciate good quality. They range in ages from 25-90, each with a love for Foxers comfort, style, and ideas."
“We are dedicated to keeping Foxers looks fresh, colors vibrant, quality is #1. Customer service is tied with #1 too. We over 15 years of sales to dedicated Foxers customers and they are in every state and many countries. We are here to chat about exclusive looks and ideas anytime.”
“Foxers launched Jan 2007 almost a year after I designed a fun new idea for women’s and men’s underwear,” remembered Spring. “I had the idea to add the Men’s BOXERS cotton gathered band to other women’s underwear in 2006. My partner, Alex Emmermann, and I planned the marketing to launch Foxers.com first, which we did in April 2007. The next step was to acquire national sales reps in five regions and two in Canada. We accomplished this swiftly, and entered the wholesale trade show market in August of 2007. We were off and running. In 2008 we were on the Big Idea with Donny Deutsch, and this brought us the department stores as well as global recognition as one of the new “IT” brands. We launched in 2008 in Dillard’s and two others were pending. In 2009 the Recession hit our wholesale/department store retailers so hard that what we built so fast was breaking down. But we continued to grow our line and work diligently to maintain the brand. By 2010 our Foxers.com had taken over the sales growth as retailers were rebuilding.”
“In 2011 we relocated to Atlanta where we slowly grew again. As we all know the Recession changed the retail world for every sector, and it has taken years to rebuild. If there’s one great quality to have in this world it’s patience and perseverance. Those have kept Foxers going. And we’re here to bring fun, comfort, and sexy to men’s and women’s underwear and loungewear,” she concluded.
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