MeUndies wants to offer more variety and customization to its subscribers.
The California-based innerwear brand, which is known for its men’s and women’s underwear made from a stretchy MicroModal fabric, previously sent its subscribers a different pair of printed underwear each month, but now subscribers will be able select from four different plans based on their preferences.
The classic plan will offer neutral shades; the bold plan will offer bright solid colors; the adventurous plan will include vibrant prints, and the up-for-anything plan will combine all three.
“Two-thirds of our first customers aren’t buying prints. They are buying solid colors,” said Jonathan Shokrian, founder of MeUndies. “We really saw a huge opportunity to increase the growth of our subscription program by offering more options to the customer.”
According to Shokrian, MeUndies has 50,000 subscribers — a subscription is $14 a month for women and $16 a month for men — and last year there was 200 percent growth in the subscriber base.
“Our subscribers are our bread and butter. They have double the lifetime value and they are extremely loyal to the brand,” said Shokrian.
In addition to presenting other subscription options, MeUndies will launch more printed underwear each month — once a week as opposed to once a month — and for subscribers, the underwear will no longer go out on the same day each month. Instead, subscribers will receive the underwear on their anniversary ship date.
“It’s setting us up to further scale out the program to ship out millions of units this year,” said Shokrian.
MeUndies currently ships to 50 states and 37 countries.