Saxx Gets New Owner to Fund Growth in Categories, Regions – WWD

Saxx has a brand new majority proprietor and the deep-pocketed investor is poised to assist the lads’s underwear model proceed on its enlargement path.

The Vancouver-based Saxx Underwear Co. Ltd. has obtained an undisclosed strategic funding from TZP Group, a personal fairness agency, by TZP Capital Companions III L.P. Consequently, NLS Group Holdings Inc., led by Krystal Development Companions, which invested in Saxx in April 2010, will retain a “important minority curiosity,” and Brentwood Associates, a Los Angeles-based personal fairness agency that invested in Saxx in December 2016, will exit its funding. Phrases of the transaction weren’t disclosed.

As a part of the funding, TZP will assist assist the corporate’s operations, progress technique and enlargement into new markets and assist it to proceed to develop its enterprise within the U.S. and Europe, the corporate stated. Collectively, they can even work to additional deepen buyer relationships, improve model consciousness, discover new product classes and distribution alternatives.

Wendy Bennison, chief govt officer of Saxx, stated: “Creating the long-lasting BallPark Pouch was the start of a brand new period in males’s underwear, and epitomizes our firm’s obsession with consolation and innovation. Since then, now we have set the usual on this class and develop into the main males’s premium underwear model in Canada. We all know that there’s a important alternative for our enterprise, past what now we have completed to-date and past our borders, and we’re excited to be partnering with TZP on this subsequent chapter of progress.”

Bennison pointed to TZP’s “experience in model enlargement and digital transformation, in addition to their monitor file of driving omnichannel progress for main client manufacturers,” as key to the rationale Saxx needed to work with the agency. She stated there’s additionally a “nice cultural alignment” between the 2 corporations.

She stated Saxx has a 16 p.c share of the $1.2 billion premium underwear market, “so there’s a variety of runway” to develop. She referred to the corporate’s prospects as “fanatical,” and stated Saxx boasts a 93 p.c repurchase charge. “We’ve constructed an unimaginable basis, now we’re able to push ahead into our subsequent channel of progress.”

Saxx was based in 2006 and is understood for its patented BallPark Pouch, a hammock-shaped pouch constructed into every pair of underwear. It’s carried in additional than 5,800 retail doorways in North America, the U.Okay., Europe, Japan and Australia. Gross sales have grown 26 p.c on a compounded annual charge over the previous 5 years and along with its wholesale attain, it additionally has a powerful direct-to-consumer enterprise, a class that notched 60 p.c progress in 2020.

Saax activewear

Saxx has expanded into different classes corresponding to activewear.

Though underwear nonetheless represents the vast majority of the model’s gross sales, Saxx has since expanded into different classes together with base layers, sleepwear, loungewear, swimwear and activewear. And Bennison stated the subsequent providing shall be in socks. “We’ve had super success by leveraging the belief we established in underwear into different classes,” she stated. “However we’re targeted on shut adjacencies that make sense for the shopper.”

Exterior of its residence nation of Canada, Bennison stated the plan is to zero in on the U.S. because the model’s major progress car, adopted by the U.Okay., France and Germany, which she known as Saxx’s “prime three focus nations” in Europe. However she expects the expansion to return organically as distribution expands and prospects have the chance to strive the model. “Hopefully we are going to create pure demand outdoors North America.”

What isn’t instantly within the playing cards, nonetheless, is the opening of retail shops. Though Bennison didn’t rule out ultimately including flagship shops, “it received’t occur rapidly.” As a substitute, Saxx might take a look at the waters by utilizing pop-ups or shops-in-shop as an alternative.

However with TZP as a accomplice, she’s optimistic concerning the future for Saxx.

“Since its founding, Saxx has pioneered technical efficiency in males’s underwear and disrupted a class by revolutionary and technical design that didn’t exist beforehand,” stated Dan Galpern, accomplice at TZP. “By way of its patented expertise and distinctive design, Saxx gives a very differentiated product with substantial progress alternatives into each new classes and markets. We’re excited to accomplice with the distinctive workforce at Saxx as they proceed to construct a world-class model and execute on the alternatives forward.”

Terry Holland, Saxx board member and managing accomplice at Krystal Development Companions, stated the corporate determined to retain a minority curiosity within the model as a result of it believes there’s “super alternative within the subsequent section of progress bringing revolutionary efficiency merchandise to the worldwide market.”

New York-based TZP Group has investments in all kinds of personal corporations together with Asos, This Previous Home, Christy Sports activities, Xero Sneakers and others. | Saxx Will get New Proprietor to Fund Development in Classes, Areas – WWD


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