Thinx Launches More Affordable Line at Target


Retail Dive | March 1, 2021


In a move that broadens the brand's presence in brick-and-mortar stores, Thinx released a new period underwear line at Target at a more affordable price point. Following its entry into the activewear category in January, Thinx said the launch marks continued growth after the brand increased its earnings by over 48% in 2020.


Thinx's products first made their brick-and-mortar debut through a partnership with Nordstrom in early 2019. Retail concept startup b8ta also made a similar deal a few months later, selling Thinx's "period-proof" underwear in several store locations.


The new line, called Thinx for All, offers inclusive sizing for brief, bikini and hi-waist styles with absorbencies equivalent to three to five tampons. Each pair will cost $17 and be available on Target.com and in some Target stores. Additional retailers like CVS and Urban Outfitters will also carry the line later this year, and other mass retailers will follow.


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