Joe Boxer plans UK retail launch

US underwear brand Joe Boxer is preparing an assault on the UK market with a 45-store concession deal with Debenhams.

The Joe Boxer brand sells underwear, sleepwear and home accessories. More than 1,000 designs of boxer shorts and pants are produced each year under the brand, which trades on a humorous image.

It is the third-largest underwear brand in the US after Calvin Klein and Jockey.

In the US, Joe Boxer is distributed in more than 4,000 department stores, speciality shops, catalogues and its standalone outlets.

On September 6, Joe Boxer will stage its UK launch at Debenhams on London’s Oxford Street, rolling out concessions to 45

Debenhams stores.The brand is also looking for distribution through other retailer outlets and is considering opening a standalone Joe Boxer store in a local shopping centre.

An e-commerce website will be set up to support the brand. The launch will be promoted by a radio and poster advertising campaign through The Telephone Exchange.

Students at the Royal College of Art have been invited to take part in a competition to interpret brand values. These will range from “quirky and fun” to “irreverent and inspired”. There is a top prize of &£1,500.

San-Francisco-based Joe Boxer Corp owns the brand. It will be distributed in the UK by sole licensee Actif Group, which designs and distributes the Elle clothing line.

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