TH Underwear

This concept was launched in 2018. The goal was to create a premium, clean and easy to shop and easy to operate store experience – integrated with digital and physical services like fit guides, endless aisle and personalization. The concept needed to support the further growth of this very successful product category – till then only sold through wholesale and ecom – by opening Underwear stand-alone stores.

More details below.

Underwear as a product brings partially different challenges to create a compelling consumer experience, be commercial, operational easy to handle and yet profitable in regards of the investment costs.
The goods need a totally different product presentation strategy due to its nature, size, material. Especially the fixtures for boxed product need to be designed and engineered to allow easy to find fits, sizes, colors and quick replenishment. Due to the very small unit sizes, the investment costs/m2 are in comparison high and need to be managed with highest attention to keep the store ROI profitable.

Credits

Trent Wisehart

Jannelien van Ingen

TH Concept Team

Here we are