by Stephen Garner

Provenance, a growth equity investment firm based in Los Angeles, has made a $40 million investment in MeUndies, a men’s and women’s underwear, sleepwear, and loungewear brand with a fiercely loyal community of Gen Z and millennial customers.

The investment will help MeUndies expand its capabilities in product design, production, and distribution; further build the brand’s online customer community; and expand its omnichannel operations into additional international markets and physical locations.

“We are highly impressed with Jonathan Shokrian and his team and their proven ability to deliver on MeUndies’ growth strategy,” said Anthony Choe, founder of Provenance. “The brand enjoys the highest customer loyalty of any company we’ve seen in any consumer category. MeUndies’ fun, creative print designs and affordable range of products resonate strongly with its core millennial and Gen Z audience and the company’s ability to drive growth organically through its brand community is powerful. We’re excited to be co-pilots on this next phase of the brand’s journey and to support its continuing growth.”

MeUndies is committed to celebrating comfort, creativity, and self-expression, and is renowned for its ethos of inclusivity, body positivity, and transparency; its cause-marketing platform (MeUndies Gives); and its frequent drops of colorful, trendy prints. Customers can purchase products individually or through the MeUndies membership program, which offers discounted pricing, flexible order and delivery options, and early access to the brand’s weekly product drops featuring new prints. The company just celebrated its 16 millionth pair sold.

“We are thrilled to join forces with Provenance, given the firm’s track record of success partnering with leading direct-to-consumer brands,” added Jonathan Shokrian, founder and CEO of MeUndies. “Over the past nine years, we have worked hard to establish our incredibly loyal community of customers, who love our focus on inclusivity, our high-quality products, our approachable price point, and our frequent and unique product drops. We have a well-established foundation and this investment and our relationship with Provenance will enable us to expand our MeUndies brand community into new markets and new channels.”


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