Australian underwear business Step One has expanded into the $1.8 billion women's undergarment market, launching its first women's collection.
The launch of the range comes after significant demand from the brand's female customers, who make up about 40% of the Step One's existing customer base.
The debut women's offering features an organic bamboo boxer short, which has been tailored specifically for women based on feedback from current female Step One customers.
Step One founder and CEO Greg Taylor welcomed the launch of the range and thanked the customers involved in its development.
"I am very excited that Step One has launched its women's line, a key deliverable in our growth strategy to develop complementary product adjacencies.
"I would like to take the opportunity to express gratitude to our many loyal female customers who not only insisted on a women's line, but also participated in its design and testing.
"I am thrilled that we are continuing to disrupt the innerwear industry by offering women an innovative innerwear solution to help them feel their best every day," he said.
The new collection features the brand's signature 'UltraGlyde' panels to combat chafing, a soft waistband and no visible panty line.
It is priced at the same level as the men's range and similarly comes in a range of colours.
Step One's women's collection has initially launched in Australia and the UK, with further expansion to the US expected later this year.
The Step One women's collection is available online now and retails for between $19 and $29, with discounts given for larger cart sizes.