Thinx launches in Selfridges

Innovative underwear brand Thinx has opened its first physical location in Selfridges Oxford Circus, in partnership with tech company SODA.


The brand’s range of carefully designed period-proof underwear is now available in Selfridges revamped Body Studios, which recently reopened with a new interior design and more space for swimwear, loungewear, sportswear and lingerie collections.

This is the first physical retail space for the American company, founded in 2013 to provide a solution to the high waste levels generated by the female hygiene industry.

After 3.5 years of research and development Thinx created a range of underwear that eliminates the need for tampons or sanitary towels with a patented 4-layer technology that wicks and absorbs moisture and provides a leak-resistant barrier.

CEO Maria Molland Selby told City AM that London was chosen for its first store after seeing a lot of natural growth, particularly by word of mouth, over the last two years.

“We tracked the cities that performed the best in sales, both in terms of new users and returning users, and London was the leading city in the world. To us, obviously that’s driven by a real pull for sustainable products,” she said.
“We decided to open up a retail location here because we believe so much that our product resonates with women in the UK.”

The brand is hoping to secure a deal with a “well-known online retailer” in the UK very soon, and is preparing for further retail launches in Germany, Australia and the US in the first half of next year.

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