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Niche Brands Changing Face of Men's Underwear Business
By: Brenner Thomas

[. . . ]“It’s increasing all the time,” said Michael Kleinmann, president of Freshpair.com, a leading innerwear retailer, of the category’s explosion. “There’s more happening in this business as new brands pop up and well-established ones come out with new collections.” To wit: Freshpair now offers 1,500 men’s stockkeeping units from 57 brands – a 30 percent increase over two years ago. [. . . ] “A few years ago product started looking very similar,” said Kleinmann. “I think the recession woke people up and made them realize they have to be distinct. It really comes down to how they differentiate themselves from what’s out there.”[. . . ]

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