Based on that need, the company ventured out to develop a better absorbent underwear that fit all consumers, not just elite athletes. Arden discussed the company’s journey with Store Brands.
Store Brands: How do you help retailers and how do you help consumers?
Christine Arden: Our goal is to change lives and help protect the planet by getting our superior textile technology into the hands (and underwear) of people across the world. We want to help our private label partners to create underwear that are so comfortable, convenient and reliable that as many people as possible feel confident to move away from polluting single-use pads and liners towards a more sustainable solution.
Ever since we launched Confitex at New Zealand Fashion Week in 2015, we have recognized that the absorbent underwear market has the potential to grow at pace — as demonstrated by the uptake of period underwear over the past five years. To achieve scale for our business, we decided from the outset that we would partner with significant private label partners, offering them the opportunity to incorporate our market-leading, lab-proven absorbent and leakproof textile into their branded underwear products.
SB: Why should retailers carry your product?
CA: While it’s still a relatively new category, the market for leakproof absorbent underwear is predicted to grow exponentially in coming years. Period panties are fast becoming the on-trend option for younger women looking for a more sustainable way of managing menstruation, and pee-proof trunks and briefs are proving popular with the vast cohort of Baby Boomer men and women who are beginning to experience light incontinence issues, but not ready for the move to paper pads, shields and guards. Our products deliver the comfort, style and functionality consumers are seeking.
SB: The Confitex product is unique in how it straddles both medical and lifestyle categories. What’s the opportunity for retailers to have a store brand product that fits these categories?
CA: As an emerging category, leakproof absorbent underwear can be placed within the apparel, personal care or sustainable product areas, online and in-store. This presents a range of opportunities for the retailer around positioning the product, who is targeted and how it aligns with a retailer’s brand values.