SAXX UNDERWEAR LAUNCHES ITS FIRST IMMERSIVE CONCEPT STORE AT HUDSON’S BAY IN TORONTO
SAXX Underwear has launched its first immersive in-store experience in Hudson’s Bay flagship location at Queen St, Toronto, Canada. The concept merges bold and modern aesthetics in a 400-square-foot space, showcasing its innovative underwear from everyday to athletic performance and expanded apparel collections.
The key features of the concept area include:
- A deconstructed pair of SAXX underwear, that helps shoppers visually experience the BallPark Pouch™ technology
- An educational zone to inform shoppers about the benefit of DropTemp™ – SAXX’s newest cooling technology in their self-care routine
- Humorous moments that nod to the brand’s focus on keeping gentlemen comfortable, including a mirror that reminds shoppers to “Keep your eye on the ball” and a ball-shaped seat with the text “Gentleman’s chair.”
“As a Canadian-based company, partnering with Hudson’s Bay, Canada’s iconic oldest company and a retailer known as a destination for style and quality, we could not have found a more appropriate partner for SAXX’s first shop-in-shop location. At SAXX we are obsessed with ensuring men are comfortable throughout their day, this space will allow us to showcase the support of our propriety BallPark Pouch, the cooling benefits of our DropTemp Cooling technology, as well as hero some of our newer collections such as swim, athletic apparel, sleep and socks,” says Wendy Bennison, SAXX CEO.
