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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 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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#retail #target #productinnovation #massretail

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