by Brian Lipton

MeUndiesFive-year-old underwear and basics company MeUndies has made its initial foray into traditional retail with the launch of its first pop-up store at the Stanford Shopping Center in Palo Alto, California.

This is the next step for MeUndies as the e-tailer builds on its relationship with investor Simon Ventures to create unique experiential. In its Palo Alto location, as well as in planned future “undie shops,” MeUndies customers can peruse a diverse selection of softer-than-soft underwear, socks, and loungewear, distinguished by sustainably sourced Lenzing micromodal fabric. Moreover, MeUndies members will enjoy special in-store perks, from early access to new designs and exclusive discounts to a Members-only area hosting weekly VIP events, including themed mixers and charity benefits.

MeUndies“Some six years ago, I wanted some premium underwear but the buying experience I encountered was frustrating. The selection was poor, garment quality didn’t match the premium price, and the entire process seemed like an afterthought for retailers,” said Jonathan Shokrian, founder and chairman of MeUndies. “I realized there was a lot of opportunity in a $20 billion market that was controlled by a couple large players. With my team at MeUndies, we decided to strip it down and shake things up, building a disruptive, vertically-integrated global brand from the ground up.”

Adds Natalie Hwang, managing director of Simon Ventures: “Brands succeed when they seep into pop culture, and MeUndies is a cultural innovator.  They took a non-commodity approach to branding and led with an irreverent voice and bold image that strongly resonates with consumers. As a digitally native brand that’s carefully translating its experience to the retail space, MeUndies is positioned to succeed on a mass-market scale, and Simon Ventures looks forward to supporting their growth.”