by Brian Lipton

Raleigh, North Carolina-based Wood Underwear LLC and Montreal-based Meta-Brands Inc have formed a strategic alliance to expand and extend the Wood offering into Canada.

Meta-Brands has been the Canadian branch of major American and European brands for decades, with offices and warehouses in Canada, As a result, Canadian stores will now have local shipping, customer service, marketing and a local ‘go to’ for other services and support.

“Men’s underwear is the fastest growing category in men’s fashion.  Wood Underwear has a unique position in that category by offering great everyday underwear for all occasions at a competitive price,” says Darren Firestone, founder of Meta-Brands. “It complements every existing store collection and Wood also provides an easy entry to the category for stores wanting to get into it. We believe our stores are going to do very, very well with this brand.”

Adds Terresa Zimmerman, founder of Wood Underwear: “Darren and his team have a proven track record in the industry. Like us, they are relationship driven. We thrive on growing those relationships through our brands, helping drive retail business and delivering amazing customer service. “I’m excited about being able to strengthen the Wood offering to our existing stores and expanding our brand in Canada more directly.”