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04/05/2021

Target, Thinx Debut Period Undies 'For All'

Cyndi Loza
Managing Editor, Member Content, P2PI
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Target has added an exclusive, budget-friendly line of period underwear from Thinx to its assortment. 

Thinx for All period underwear recently rolled out to target.com and Target stores in brief, bikini and high-waist styles, which the brand boasts have the absorbency of up to three or five tampons. Each priced at $17, the underwear are available in sizes ranging from XS to 4X and, according to Retail Dive, will be available at other major retailers, including CVS Pharmacy, later this year. 

In Target stores, Thinx for All SKUs enjoy secondary merchandising space via endcaps outfitted with signage positioning the brand as "underwear that absorbs your period" and communicating the line is "new and only at" Target. A target.com promotional page detailing how the line works and a March 1 Instagram update from Thinx support. 

Thinx's products made their brick-and-mortar debut through a partnership with Nordstrom in 2019. However, the new line debuting at Target both expands the brand's in-store presence and makes it more accessible to cost-conscious shoppers. (One Thinx underwear on direct-to-consumer website shethinx.com, or at retailers such as Nordstrom and Amazon, can cost up to $42.)

"Thinx For All is here to bring better period protection to even more people," the brand noted in on its Instagram update. "Inclusive sizing, more accessible price point. See ya in the underwear aisle at Target."

Target regularly partners with digitally native brands on to give them an in-store presence. Most recently, the retailer teamed with Function of Beauty and Procter & Gamble's Native on exclusive items. 

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