By  on August 7, 2014

Tani, the Hong Kong-based luxury underwear and loungewear manufacturer, is expanding its global reach. The company, which operates some 300 branded stores in China and broke into the U.S. this year, is talking to distributors in Spain, the U.K., France and Germany about selling its line in specialty stores.

“We have seen a lot of interest in the product in those countries as well as Canada,” said president Adam Dinkes. Tani, which has a young demographic in Europe and the U.S., is in the process of adding to its e-commerce platform in Spanish, French, Italian and German. Tani is also working on developing a duty-free business.

The brand entered the U.S. market with the launch of Tanius.com in January. Nordstrom.com began selling the line in May. Tani projects first-year U.S. volume of $5 million.

The 11-year-old company, which is known for the fit, modern design and comfort of its men’s products, still has a strong focus on the U.S., with plans to launch innerwear and loungewear for women in 2015. In men’s, the big push will be at the luxury level.

“Virtually the entire men’s underwear market is priced at $39 and below with over 150 brands,” said Dinkes. “American men have been taught that underwear is a commodity. There has not been much innovation in the category. We see the $40-plus range for men’s underwear as uncharted territory and believe it will be the fastest-growing segment of the business.”

Yarden Gagnon, creative director, said Tani’s customers, who are in the 25- to 30-year-old age range, are “sophisticated men who see underwear not as an accessory or extension of their wardrobe. The market is oversaturated with brands that are all competing for the same market share. That’s why the department stores all look the same. There has not been much innovation in the category and the customer is bored.”

Tani makes four types of underwear: tailored, athletic, natural and innovative. The company’s briefs, boxers and boxer briefs are priced from $40 to $95. Undershirts and tanks are $60 to $145.

The collection has a simple, clean design with discreet logos. “There are no hidden pouches or panels,” Dinkes said.

The brand uses European performance fabrics that deliver a soft hand. Tani’s collections each target a different need and offer a solution, from Air Fitness to Fresh Cooling Performance to Free Cut.

Everyday Silk Touch, the most popular collection, keeps wearers cool with MicroModal Air, a natural water-wicking fiber. The collection includes contoured briefs, trunks and boxer briefs in black, white, navy and heather gray with seasonal colors and fashion prints offering variety. The Luxuriance collection is soft with advanced knitting technologies and superfine fibers such as MicroModal and MicroModal Rainbow. Imported from Austria, the fibers are lighter and denser, making Luxuriance durable and rich in color.

“With our thermal-based loungewear, we see an opportunity for the brand to capture the imagination of the consumer who is looking for comfortable, luxurious loungewear for travel, work and leisure,” Dinkes said.

“We examine every component of our product to make sure we’re using the finest fabrics and that the products are comfortable and long-lasting,” Dinkes said. “Men are more discerning with their taste and more knowledgeable about fabric. Luxury underwear plays perfectly into that.”

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