JOE BOXER OPENS COMEDY STORES

Byline: Katherine Bowers

LOS ANGELES — Joe Boxer’s new outlet stores, due to open next month in Barstow, Calif., and Las Vegas, will exude the comedy-meets-clean-underwear motif that is the brand’s signature.
Joe Boxer Holdings Inc., the San Francisco-based company that makes Joe Boxer brand underwear, sleepwear and home accessories, has inked a deal with Most LLC to open and operate a total of five Joe Boxer outlet stores. Three additional stores — located in Gilroy, Calif.; Woodburn, Ore.; and San Marcos, Texas — are scheduled to open in October.
The stores, which range in size from 1,500 to 2,000 square feet, are slated to have an airy feel with white walls, exposed trusses and mobiles of floating brand icons. Each department will have a branding message written on the wall, according to Colette Sipperly, vice president of marketing communications for Joe Boxer.
“For instance, the kids’ area is going to say ‘Kids Rule!”‘ she said. “The stores will be a sea of white. All that white makes our product, which is much more colorful, really pop.”
Nicholas Graham, Joe Boxer founder and chief executive officer, described the decor as “Martha Stewart meets Pee Wee Herman.”
Plans also include having ticker-tape-style message boards at point-of-sale stations. The message boards will flash humorous messages such as “Have you changed your underwear?”
Joe Boxer’s bath accessories line, which launched four months ago, will be displayed on an in-store sink, toilet and tub, while brightly patterned shower curtains will hang in the dressing rooms in lieu of curtains.
The three stores slated to open in October will have a husbands’ seating area, which was Graham’s 11th-hour brainstorm.
“It’s a place where you can rest your husband, which is important,” said Graham. “We may have magazines, video games, or pillows and blankets.”

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