2(X)IST TO EXPAND INTERNATIONALLY

Famed underwear and lifestyle brand 2(x)ist is expanding its international reach. The company will launch its products in Korea, Austria, Switzerland, Russia, Germany and Scandinavia later this year. In Europe, a new line of underwear will be launched in partnership with German company Gattina; while 2(x)ist will expand its current distribution in Australia through a partnership with Motum brands that will lead to 2(x)ist men’s underwear and activewear becoming available in major department stores and specialty shops starting in fall 2017.

“The 2(x)ist brand continues to grow in product assortment, sales, customer base and geographic reach,” said Tom Speight, 2(x)ist’s president & CEO. “Our 2017 collections exhibit continued innovations in comfort and functionality, so we are excited to take the global stage for underwear, active, and all things lifestyle.”

Adds Pascal Butefür, CEO of Gattina: “2(x)ist received extremely positive feedback at the Salon International de la Lingerie tradeshow in Paris last month, which reaffirmed our decision to expand into the European market consistently and in a structured way.  We look forward to bringing the latest 2(x)ist collections, which excel in performance, comfort, and versatility, to our European clientele.”

“We are excited to be adding 2(x)ist to our stable of brands,” said Paul Bouttell, managing director of Motum Brands. “The quality of the 2(x)ist product is the key to the growth in this market place, we will use that to help grow the brand throughout our marketing strategy.  We believe that 2(x)ist can become a major player in both the underwear and active wear markets here in Australia.”

2(x)ist’s current global market includes the United States, Canada, Mexico, Taiwan, Southeast Asia, Australia and the United Kingdom.