The White Briefs products are made from organic cotton or non-mulesed merino wool. We have all our manufacturers in Europe, where we have easy access to them. Our core business, which marks about 75% of our total turnover, consists of underwear, t-shirts and singlets for men and women. The other 25% is made up of our seasonal collections. They are presented twice a year and here we can express our creativity and secure our spot in the fashion arena. Together with the collections, we have been able to build a lifestyle brand.
From the start The White Briefs have been present in some of the best high fashion and department stores around the world, including Colette (Paris), Holt Renfrew (Canada), Selfridges (UK), United Arrows (Japan), Harvey Nichols (UK), Opening Ceremony (New York, Los Angeles, Tokyo), etc. Our customer is well educated when it comes to both fashion and sustainablity.
The White Briefs have also been featured in several fashion shows, style magazines and worn by style icons such as Ryan Reynolds, Matthias Schoenaerts and Jared Leto among others.
The White Briefs belong in the category underwear/casual wear, but also women’s/men’s apparel. The global market size of these categories are huge and they continue to grow. Our vision is to take at least 0,01% of the world’s total underwear business, which is estimated to reach 11 billion dollars in 2020.
Our main markets today are Germany and Japan, but we have also entered 14 other markets with strong market presence in the Nordics, Benelux, France, etc. Considering the market size there is still much to achieve.
We are the only brand offering high quality organic underwear/casualwear within the premium segment.
When looking at competition within related segments there have been other brands of underwear starting up, but these are found in the lower price range with Asian mass production. These companies do not carry the same values and production ethics as we do.
Our main competition is in the premium segment with brands such as Sunspel, Hanro, Schiesser, Zimmerli, James Perse, but we are still the only organic brand in this section.
The White Briefs has it’s strength in beeing in both the underwear business, with department-stores, and in the high end fashion stores. To be able to diversify the brand like this brings value and helps building the brand by keeping up the interest with fashion magazines, editors, social media influencers and quality newspapers. We stand out by being an organic brand with strong ethical values within the premium underwear/casual waer segment. We are the only one in our nisch!
We sell our clothes via retailers, wholesale, and through our own web-site.
- Our web-site generates today 150K euro annually with a gross margin of 80%. This channel will grow fast with the right tools. Online marketing will be our main focus.
- Wholesale business with a minimum of 50% gross margin. Here we work both with sales agents (15% commission), direct sales and distributor (30% discount)
The White briefs are growing rapidly with increasing sales and a strong profit margin since 2012. Our revenue for our last fiscal year (April 2016) was 680′ euro.
We distribute our products through:
- Sweden agent
- Germany agent
- Benelux agent
- Japan distributor
- Direct sales – key accounts, independent stores
- Departement stores
- Åhlens Stockholm City, available at Men’s and at the underwear section. New in-store display from 25/9.
- Printemps department store in Paris in January 2017, The White Briefs shop in shop one of 10 leading international brands.
- Logistics partner with pick-pack and shipping in Sweden
- Production in Lithuania and Portugal with potential to grow quick with us.
- PR in Paris, international press coverage.
- Finance and invoicing in Sweden
During the next five years The White Briefs will focus on:
- Building a growth oriented organisation, focusing on sales
- Focusing on digital marketing for our e-commerce
- Wholesale, stimulate the export markets with our agents, distributors and retailers. Be hands on with our key accounts to generate better performance and to win new markets.
- Marketing
- Product development for scalability – hotels, airports, airlines etc.
- Own retail, Stockholm and Paris
We have from the start in 2009 been granted loans from Swedbank (today 32k euro) and Almi (today 37k euro) and have a montly mortgage of 2k euro. Except for the above, all additional investments have been made by the founders.
Our many collaborations with world famous fashion magazines like InStyle (2016), GQ (2012), Monocle (2010), etc. have given us a huge boost in marketing and brand awareness. They have also provided us with entrance tickets to some of the best high fashion- and department stores within 16 different countries. The White Briefs have quite a few famous people who like and carry our clothes, artist SIA, actor/singer Jared Leto, actor Ryan Reynolds and actor Matthias Schoenaerts.
In 2010 The White Briefs was nominated to Rookie of the Year by The Swedish Fashion Council. The year after we presented our first collaboration, with Dutch magazine Fantastic Man, followed in 2012 with a collection together with style icon Nick Wooster. In 2015 The White Briefs did a collaboration with Woolmark, the global authority of merino wool, generating a strong international awareness among conscious customers.
- 30% Marketing: Mainly for digital marketing to grow sales on the web
- 20% Building organisation: Focus on a sales driven organisation
- 20% Operative capital for growth: To secure stock availablity
- 30% New markets: We believe the US is a market with huge potential for our brand. We have many US customers on our web-site and the pop-up shops we did innVenice CA and NYC were both very successful.
Join the success of the Withe Briefs, the premium fashion brand offering high qualite organic underwear/casual wear!