Thinx brings its affordable line to Walmart - The Entrepreneurial Way with A.I.


Tuesday, March 8, 2022

Thinx brings its affordable line to Walmart


Dive Brief:

  • To coincide with International Women's Day, period underwear brand Thinx announced it's formed a partnership with Walmart to sell its more affordable Thinx For All line.
  • Products will be made available in 558 Walmart stores as well as on its website, according to details emailed to Retail Dive.
  • Thinx is also partnering with Arkansas Women's Outreach to help provide individuals in Walmart communities with access to "comfortable, effective [and] sustainable" period products.

Dive Insight:

With its latest partnership with Walmart, Thinx is further expanding its presence both online and offline.

The DTC brand inked wholesale partnerships with retailers including Nordstrom, Boots, Target, CVS and Urban Outfitters. About a year ago, the brand debuted its more affordable Thinx For All line through a deal with Target in which the mass merchant would sell products on its website and select stores.

While digitally native brands get their starts by selling goods online, many have come to realize the limitations that presents. Over the years, DTC brands have brought their products offline whether through permanent stores, pop-up shops or wholesale partnerships with traditional retailers. 

Wholesale partnerships oftentimes benefit both parties involved: the DTC brands by getting access to new customers both online and offline, and the traditional retailers by potentially attracting younger consumers to stores with newer brands.

Walmart, Target and Nordstrom in particular have steadily welcomed DTC brands to their shelves over the years from razor brand Harry's to candle brand Boy Smells. Coresight Research last July predicted brands would adopt a "hybrid wholesale-DTC model" over the next three years.

Aside from expanding its distribution through wholesale deals, Thinx has been busy. The brand, which was founded in 2013 and became known for its period underwear, in early 2021 expanded into the activewear category with the launch of leggings, cycling shorts, leotards and training shorts featuring period-specific elements like heating pad pockets. 

And late last month Kimberly-Clark — the maker of Kleenex, Kotex and Huggies — acquired a majority stake in Thinx after making an initial minority investment in 2019. The investment will be used to support Thinx's direct-to-consumer channels and drive growth with Kimberly-Clark's retail partners, though the company said the Walmart deal was not related to that announcement.


Caroline Jansen, Khareem Sudlow