HanesBrands is on the expansion track with Dollar General.
Last month, Hanes socks and L’eggs hosiery began rolling out products to the discount chain. W. Howard Upchurch, HanesBrands’ group president of innerwear in the Americas, parent company to both Hanes and L’eggs, said items from both brands should hit all 15,500 stores nationwide by the end of June.
“We’ve have a great relationship with Dollar General,” Upchurch told WWD.
Hanes underwear has been available in Dollar General stores since 2010 and Upchurch said, “Socks are just a logical extension for underwear.”
Hanes socks are now available at Dollar General in packs of six and 10 and a variety of styles, including crew and ankle socks. In addition, Dollar General stores will offer L’eggs nylon stockings in a number of styles — some of which will be exclusive to Dollar General stores — along with compression stockings, a first for the discount chain. One style of the Sheer Energy line, the biggest style within the L’eggs brand, will also be available at Dollar General stores.
“Our strategy is to be wherever the consumer shops,” Upchurch said. “With more than 15,000 Dollar General stores, it’s a very convenient shopping location and obviously it makes sense for us to be there with our product.”
The HanesBrands portfolio also includes names like Champion, Playtex, Wonderbra, Bali and Just My Size. HanesBrands is also the largest number-one men’s intimates apparel retail company in the U.S. and the second largest in men’s and women’s intimates, according to Euromonitor International. Upchurch said while the company’s heritage is in men’s intimates apparel, “the brand is really for the family. We have a very large women’s business and kids business and we’ve recently introduced baby wear.”
Upchurch added that HanesBrands is one of the few companies that can sell products across multiple retailers and price points — from Family Dollar and Dollar General stores to department stores like Macy’s and Belk, to e-commerce platforms like Amazon.
“It’s interesting, because we’re introducing socks at Dollar General right now,” Upchurch said. “And we’ll be introducing Hanes socks at Macy’s in the fall.”
The key, Upchurch said, is that different retailers and online shops offer slightly different products, hence the varying prices. L’eggs pantyhose, for example, start at $2.50 and run up to $5.50 for the Sheer Energy line on dollargeneral.com. L’eggs Sheer Energy sheer toe pantyhose run between $7 and $22 on Amazon.
“The consumer understands that there are a variety of products and they’re looking for the best value depending on where they shop,” Upchurch said. “There are different products, but the same promise from HanesBrands, which stands for comfort and fit and quality. It really just speaks to the strength and breadth of our brand.”