A little more than a year after it relaunched its Underneath.com web site, Underneath LLC, once a leading retailer in brand name men’s and women’s underwear, has transformed the site into an online portal for intimate apparel.
Underneath.com turned into an affiliate site in October, after its financial backer Stone Apparel shifted operations overseas and withdrew funding, says Jeff Johnson, Underneath.com founder. Stone Apparel is one of the largest boxer short makers in the world.
Underneath.com never really got up and running after its relaunch in April 2005, and stopped stocking inventory in October, Johnson says.
“We were no longer carrying inventory, so we decided to divert the traffic to our former competitors,” he says. “We have arrangements with them to get commissions on every sale we send to them, so it made sense to do that.”
Underneath.com will monitor the pricing, selection and availability of the latest underwear lines and will provide links directly to those products on other merchants’ web sites. Brands featured include Warners, Jockey, Puma, Donna Karan, Tommy Hilfiger, Versace, Vanity Fair, and Just My Size.
Underneath.com, originally set up in 1997, was ranked as one of Internet Retailer’s Best of the Web online retailers in 2000. At that time, it had 320,000 monthly visitors and more than $1 million in sales.