American period-proof underwear label Thinx launched on David Jones online and in 19 locations across Australia in August.
The launch followed the brand's successful foray into the Australian market via pop-ups in Sydney and Melbourne. The partnership with David Jones marks the first time Thinx has had permanent presence in a retail location in Australia.
At the time of announcing the partnership with the department store, Thinx CEO Maria Molland said that partnering with David Jones represented a significant milestone for the brand.
"We couldn’t be more proud to announce our partnership with David Jones.
"After seeing the incredible response to the product after successful pop-ups in Melbourne and Sydney, we are thrilled that our game changing underwear can have a permanent home in Australia.
"It is a significant milestone not only for the industry as a whole, but for all consumers who menstruate around the world.
"David Jones has been at the forefront of bringing innovative products to their customers, so this was a perfect fit for our first major retail partner in Australia.
"At Thinx, our approach is to bring everyday comfort and support to people who menstruate, all while helping to establish a new status-quo that eliminates shame around periods and empowers them to take pride in their bodies and personal health in the process.
"We are thrilled to share the experience and peace of mind that comes with Thinx period proof underwear with David Jones customers," she said.
Now it's presence in the Australian market could be set to grow, with Thinx accepting a $25 million Series A strategic investment from personal-care giant Kimberly-Clark.
Beginning in 2014, Thinx had previously raised $1.4 million in funding and closed out 2018 with almost $50 million in sales.
According to Molland Thinx will use the funding to accelerate growth and empower customers with new, innovative menstrual products.
"We believe Kimberly-Clark is like-minded in their dedication to finding solutions and encouraging conversations that ultimately make the lives of their consumers better. This mentality fits perfectly with Thinx.
"This funding enables Thinx to continue to scale at a faster rate and continue our mission to empower everybody through innovative solutions that drive social change and believe that this is an important next step in accomplishing that mission," she said.
Kimberly-Clark owns brands such as Huggies, Kleenex and U. by Kotex.
Thinx plans to run pop-up shops again in Sydney and Melbourne this October.