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Saxx underwear landing key accounts in U.S., Canada

By Shelby Stanger
February 10, 2011 6:00 AM

One of the brands that caught my eye in Canada was Saxx, an underwear line based out of Vancouver.


I saw Saxx at quite a few core shops before the Know?Show trade show and was impressed by how much real estate and merchandise an underwear line could get inside a core snowboard shop. I also learned the brand is in West 49 in Canada, as well as Nordstrom, Jack’s and some other big accounts in the USA.


At the show, Saxx’s merchandising was irreverent and clever. The underwear was displayed with two golf balls, demonstrating the underwear’s unique ergonomic design, created so men who participate in action sports or everyday activities don’t have to adjust themselves.


I sat down with Ed Lachelt, who is in charge of sales for Western Canada and the Pacific Northwest, and with Adrian Hembruch, who runs the brand's marketing, to talk about the brand and how much potential there is in the action sports market place for an ergonomically-sound men’s underwear line.


Who founded Saxx and why?

Ed LacheletEd Lachelt.

Saxx was founded on an inspiration. Trent Kitsch (former Minor League Baseball player who also snowboards) came up with the idea for Saxx while on a fishing trip off the coast of Alaska.


He was wearing a survival suit for three days and experienced what most men do, discomfort and irritation. He realized that there had to be a better way to design men’s underwear.


After returning home and working with a fashion designer, Trent developed the concept behind Saxx Underwear and its Ergonomic Comfort Pouch - a boxer brief with two parallel nylon/spandex mesh panels that offer a barrier between a man’s package and inner thigh.


How many accounts are you in Canada and who are some of your biggest retail partners?

We have over 200 retail partners in Canada, which include the Forzani Group, Below the Belt and West 49.


How about in the USA?

We are approaching the same number of dealers in the U.S. You can find Saxx at independent fashion retailers, larger retail chains like Nordstrom, Neiman Marcus, and sports retailers such as Paragon Sports and Jack’s.


How is the brand financed and how are sales?

Saxx is privately owned. Over the last year we have seen sales more than double. This is really a testament to the quality of our retail partners, their willingness to believe in what the brand has to offer and the quality of our product.


You are distributed and licensed by No Limits? How does that work?

We work independently from No Limits but share backend resources such as customer care, credit, and accounting.


How many people work out of your office?

We have five full-time employees working out of our office.


See Page 2 for price points, growth plans

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