Elite Apparel appoints men’s agent for WAXX

Elite Apparel has appointed Red Fox Agencies as the menswear agent for WAXX Underwear.

Menswear agent Red Fox Agencies plans to take the brand into the ‘best’ department stores and men’s shops in the UK.

AWG, the company’s existing UK lingerie and swimwear agent, will continue to sell WAXX Underwear in the women’s lingerie sector.

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WAXX’s profile has risen over the past two years after being taken on by a series of high end lingerie shops across the UK.

Sales of the underwear brand are up by 300 percent on last year, due in part to the success of various competitions involving the general public.

Lucien Laviscount’s appearance on the WAXX Underwear’s stand at The Clothes Show Live, as well as the public endorsement of celebrities such as McFly, Keith Lemon and Mario Balotelli, have also helped support the brand’s growth.

Nicola Groom of brand distributor Elite Apparel said: “We are delighted to be working with Red Fox, as they have great connections with over 120 retail partners nationwide in the menswear industry.

“We hope to increase our stockists, to keep up with the high public demand for WAXX. At the moment, we are stocked mainly in lingerie boutiques, meaning that women are buying WAXX as gifts for men. However, we are now getting men wanting to stock up on their own WAXX Underwear, and are more likely to do so in a menswear store.”

WAXX Underwear’s current ‘most prolific’ menswear stockist is Norton Barrie in Wilmslow, where the likes of Manchester United and Manchester City football teams, as well as the Hollyoaks cast, reportedly go to stock up on WAXX Underwear.

Currently with 80 stockists, WAXX intends to at least double this figure by this time next year.

In pursuit of this, it is also looking for agents in the womenswear/boutique sector, the extreme sports sector and the gift market.

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