Hot springs heats up underwear offer
Having recently Aimed at consumer aged 18-plus, the 2(x)ist range includes briefs, trunks and thongs, together with woven and knitted boxers.
Having been stocked in David Jones department stores since its introduction into Australia, the brand is now also stocked in Myer and at several independent boutiques nationwide. Available in sizes small to extra large, most items are constructed from ring-spun combed cotton with a mix of other fibres including modal, lycra and soy bean fibre also incorporated. Price points for the collections fall between $22 and $34.
Hot Springs spokesperson Colin Foy said the New York-based brand, positioned alongside Calvin Klein internationally, was introduced into Australia more than 10 years ago where it was the first to introduce boxed underwear into the marketplace.
However, after acquiring the right to distribute the brand under its Coast Clothing division, Hot Springs decided the time was ripe to launch a new assault to help drive sales and awareness of the brand.
Foy said the first stage of this had seen the brand secure the naming rights for the AJC Spring Carnival at Royal Randwick on October 7.
The sponsorship deal, for an undisclosed sum, includes hospitality marques, race sponsorships, winning circle presentations, fashion parades and entertainment.
Plans are also underway to further expand the product mix as well as the possibility of the release of a 2(x)ist fragrance late in 2007.
Foy said this focus of activity was a direct reflection of the company's commitment to continue building the brand into the future.