Dive Brief:
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Thinx Jan. 14 began selling its "period-proof underwear" items through Nordstrom, online and in full-line Nordstrom stores in Seattle, Chicago, Dallas, Los Angeles and the Denver-metropolitan area, according to a Thinx press release emailed to Retail Dive.
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It's the first time that Thinx merchandise has been available through brick and mortar, aside from the company's temporary pop-ups in the U.S. and abroad, the brand said.
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Nordstrom has frequently tapped direct-to-consumer brands for both limited edition and permanent partnerships, including with lingerie brand Lively and mattress startup Casper.
Dive Insight:
It's becoming clearer that, to make it in retail, direct-to-consumer businesses, after making their initial splash on the internet, need brick and mortar. Thinx has trumpeted a female-first ethic to market its panties, which allow wearers to forgo disposable menstrual products through its "signature 4-layer technology that's super-absorbent, moisture-wicking, and leak-resistant."
The brand has captured both accolades and heat from feminists — fans appreciate the body positivity and productive attention to the needs of women and girls, while critics have slammed the company for its internal corporate culture (which has died down since the departure of CEO Miki Agrawal after her settlement of sexual harassment allegations came to light and with the institution of new policies).
With those troubles behind it, the brand still must get its goods into more drawers, and the answer, as it is for so many e-commerce pure-players, is found in partnership with legacy retailers. In Nordstrom, Thinx has a partner with a knack for curation.
"Nordstrom is the perfect first partner for us since the iconic brand has been at the forefront of bringing direct-to-consumer brands offline," CEO Maria Molland said in a statement emailed to Retail Dive. "This is the first time that a period product will be available in a major U.S. retailer, so it is a huge step for the industry and our business."
