Thinx launches more affordable line at Target

The new line is called Thinx for All, and it offers inclusive sizing for brief, bikini, and high-waist styles, with each version having the absorbency equivalent of three to five tampons.

Each pair costs $17 and will be available on Target and in certain Target stores . Other retailers like CVS and Urban Outfitters will also be available online later this year, with other major retailers to follow soon.

Since entering the activewear category in January, Thinx has further expanded by producing new product lines that are more affordable and easier to use. The company said the launch marks continued growth after the brand's revenue grew more than 48% in 2020.

Thinx's products debuted through a partnership with Nordstrom in early 2019. Retail concept startup b8ta struck a similar deal a few months later to sell Thinx's "period-proof" underwear in multiple store locations.

While the main idea behind DTC brands is to cut out the middleman, more digitally native brands have partnered with big retailers like Nordstrom and Target to make their products available in physical stores.

For example, Casper has partnered with more than 20 retailers as part of a long-term strategy to bet on brick-and-mortar. Target has also sold DTC products in stores, such as Function of Beauty , Lively , Native, and Quip , perhaps because digital-first brands are attracting new customer segments that typically wouldn’t shop in its stores but prefer to shop online .

Take Thinx, for example. Not only does the company offer its products in stores, but it is also focusing its new product line on "price points suitable for mass market retail." Despite the lower price, the company said in a press release that the new product line still has the same built-in technology and gives consumers a comfortable experience.

Lyndsey Arnold, Vice President of Marketing and Director of Thinx, said: “Over the past three years, Thinx has been slowly building out our portfolio of retail partnerships, first with premium department stores and then increasing sales channels in the lifestyle and beauty categories, totaling to over 300 points of distribution worldwide. Additionally, the new product lines allow Thinx to reach ten times our retail store distribution through several new partnerships.”

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