NEW YORK — A spot check at the Kmart store on 34th Street here showed the Joe Boxer brand was well positioned and at attractive price points in several categories. But the assortments were not as deep in comparison to the initial launch of the brand in 2002.
In women’s, the Joe Boxer brand was featured on ribbed tanks for $6.99, shorts for $4.99 and T-shirts for $9.99, as well as pajama pants for $12.99 and bras for $9.99.
In men’s wear, the brand was on about a dozen stockkeeping units, including a package of briefs for $11.99, crew shirts for $9.99 and workout pants for $11.99, as well as T-shirts for $9.99. In the children’s wear section, the brand appeared on about four items.
On the Kmart Web site, the offering of Joe Boxer included about a dozen sku’s in apparel, jewelry and home goods. In apparel, the retailer featured “Printed Boxers” with various words or designs. The site also featured innerwear for men, including classic-style briefs. Price points ranged from $7.99 to $11.99 and included two, three and five packs on the briefs.
The Joe Boxer jewelry line on the Web site included 14 different watch styles. The home goods offerings included lamp shades, lamps and bedding. On clearance were Joe Boxer purple sheets for $9.99 to $39.99.
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