5 Women's Underwear Success Stories [2024]

Updated: November 19th, 2023
Start A Women's Underwear

Here are some real life success stories of starting a women's underwear:

1. Tommy John ($22.6M/year)

Erin Fujimoto and Tom Patterson founded Tommy John in 2008, introducing the world's first patented undershirt with a stay-tucked guarantee. Recognizing the opportunity to improve the quality and customer experience in the underwear market, they later expanded their product line to include underwear, socks, casual wear, and activewear. By 2014, Tommy John's revenue had grown fivefold, and the brand has gained recognition in major publications such as the Wall Street Journal, Esquire, GQ, and Golf Digest. Today, their products can be found in over 1000 retail locations across the USA, and they have recently sold their 5 millionth pair of underwear.

How much they make: $22.6M/year
Current team size: 162

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Tommy John founders Tom Patterson and Erin Fujimoto

Tommy John, the vertically integrated consumer brand in the underwear market, has grown to selling over 5 million pairs of underwear across 1000 retail locations with a focus on direct-to-consumer relationships since 2012 that has seen the company's revenue grow five times since 2014.

About
They started Tommy John about 16 years ago
Revenue
They grew the business to $1.88M/month
Read by 1,089 founders

2. MeUndies ($75M/year)

Jonathan Shokrian launched MeUndies in 2011 after a frustrating underwear shopping experience. He raised an impressive $400,000 from family and friends to create a millennial-friendly online store for underwear, and the brand gained significant media attention in 2014 when Facebook blocked some of its ads featuring scantily-clad models. Since then, MeUndies has become popular among younger generations, boasting over 500,000 Facebook fans and 340,000 Instagram followers, thanks in part to celebrity endorsements from stars like Kylie Jenner and the Hadid sisters.

How much they make: $75M/year
Current team size: 126

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How MeUndies uses risque advertising tactics to sell 10 million pairs of underwear

MeUndies used social media shock value to become a millennial-friendly online store for underwear with more than 500k+ Facebook fans and 340+ Instagram followers, thanks to endorsements from stars like Kylie Jenner and the Hadid sisters.

About
They started MeUndies about 13 years ago
Revenue
They grew the business to $6.25M/month
Read by 826 founders

So... can you actually make money with a women's underwear?

Of course. There are millions to be made in this industry.

But how?

  1. Research real, profitable businesses and see exactly how much money they make.
  2. Study exactly what works, and what doesn’t.
  3. Take action, because now you have the roadmap.

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3. Spanx ($400M/year)

Sarah was getting ready for a party when she realized she didn’t have the right undergarment to provide a smooth look under white pants. She began making pantyhose in her home. Later, she worked with a manufacturer to bring her vision for seam-free tights to the masses.

How much they make: $400M/year
How much did it cost to start: $5K
Current team size: 750

Spanx: Sara Blakely : How I Built This with Guy Raz

How Sara Blakely built a billion-dollar business selling hosiery that eliminates panty lines, plus a postscript on how Chandra Arthur's friend-matching app, Friendish, was featured on Planet of the Apps.

Revenue
They grew the business to $33.3M/month
Costs
It cost $5000 to start the business
Read by 571 founders