Discount department store Best & Less is after a $2.53 billion market.
The retailer has announced the launch of a new international brand to its stable.
Joe Boxer will be exclusively available at Best & Less, joining underwear brands such as Bonds, Kayser and Tradie.
Best & Less merchandise director Sarena Campbell said Australians happily spend over $2.53bn on underwear each year.
"Best&Less is the home of underwear, with a great and affordable range for the whole family," she said.
"We are excited to add to this range with the family fun brand Joe Boxer.
"We know our customers love to express themselves through their underwear and the cheeky and happy attitude of this underwear is sure to appeal to our fun-loving customers."
Joe Boxer is a well-known American brand, with 90 per cent awareness in the American market.
The brand was established in 1985 and features a trademark sunny smiley face icon.