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Dive Brief:

  • As DTC intimates brand MeUndies expands its assortment, the company on Monday hired Elizabeth Krause to serve as its chief marketing officer, according to a press release. The brand also recently appointed Sabah Mikha as its CFO.
  • Krause will manage the company’s growth, retention, creative and brand teams as the company diversifies its outreach channels. Both Krause and Mikha report to CEO Jonathan Shokrian.
  • Prior to joining MeUndies, Krause spent more than two decades at brands like Speedo, Oakley and Volcom. Mikha brings experience from companies like TechStyle Fashion Group and McKinsey & Company.

Dive Insight:

Since the Los Angeles-based brand was founded in 2011, it has raised $50 million in funding and sold more than 25 million pairs of underwear, per the release. Now, the company is adding to its leadership team as it pursues further growth.

As CFO, Mikha expressed excitement at partnering with Krause “as she builds an agile marketing organization and unlocks all the growth opportunities ahead of MeUndies.” The appointments round out MeUndies’ executive team, according to Shokrian.

“Now that our C-suite is fully staffed, we have the right team in place to bring what we’re confident is the world’s most comfortable underwear to even more customers worldwide,” Shokrian said in a statement. 

MeUndies stands alongside other DTC brands that have brought on new chief marketers over the past year or so to grow their brand presence. Last year, Purple Innovation hired Patrice Varni, formerly of Levi’s, The Walt Disney Company, Tempur Sealy Brands and Arhaus Furniture, to become its chief marketing and digital officer. And in June, Madison Reed and Function of Beauty both hired for the role.

The latest executive appointments follow new product launches from MeUndies. In April 2021, the brand unveiled its first new fabric as part of its “Breathe” collection, a more active-focused line which contained underwear for men and women. The following month, the company debuted its swimwear line with bikini styles and one-piece bathing suits for women, and regular and long swim trunks for men.

MeUndies’ competitors in the intimates space have likewise expanded their offerings, with Cuup launching a swimwear collection and swimwear brand Andie moving into intimates. DTC activewear brand Fabletics also debuted a swimwear collection this year.

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