Fruit of the Loom Puts Underpants in the Mail

Iconic underwear brand Fruit of the Loom recently began offering an automatic replenishment service in a bid to keep up with some of its younger competitors.

The 166-year-old brand launched Fruit to Your Door, a subscription service that lets brand loyalists schedule periodic deliveries of products at discount rates. The

Fruit of the Loom is hardly alone with its underwear subscription service. Several startups— from Me Undies to Bootay Bag to Panty Drop — offer subscription services for men and women’s underwear. An e-commerce area on the company's website offers an array of options for men, women and children's products in packs of three to six units, all at 30% standard prices.

Contrary to common industry practice (at least among new services), subscribers are charged a "discounted shipping" rate of $3.95.

The undergarment category already has several digital brands that offer subscription services, including Me Undies, Bootay Bag and Panty Drop.

In addition to its trademark undergarments, Fruit of the Loom also makes activewear and casualwear under the flagship, BVD and Lofteez brands. It also makes team uniforms under the Russell Athletic brand. Owned by Berkshire Hathaway, the company has annual revenues in the $4.7 billion range, according to Hoovers.