Aussiebum plans to capture up to 5% of Indian inner wear market by 2026

Australian men’s inner wear brand Aussiebum aims to capture between 3% and 5% of the Indian men’s inner wear market by 2026. The label is focusing on expanding distribution of its eco-friendly products across the globe. 

Aussiebum is exploring tie ups with e-commerce marketplaces to expand its online distribution in India, India Retailing reported. The brand first began retailing in the Indian market in October 2023 when it launched its range of men’s underwear, swimwear, and clothing through its e-commerce store. Aussiebum has also begun to create a network of exclusive wholesale distributors to retail its goods in brick-and-mortar stores in the country. 
 
“In 2024, innovation will take centre stage, with brands exploring new materials and manufacturing techniques that align with the environment and evolving needs of the customers,” brand founder and CEO Sean Ashby told India Retailing in an interview. “Sustainability and ethical practices are becoming imperative, reflecting a broader trend towards eco-conscious choices. From a retail standpoint, with e-commerce predicted to constitute 22.3% of total retail sales by 2024, retailers will prioritise a seamless online experience, quick deliveries, secure payments, and personalised recommendations.”

Entrepreneur Sean Ashby launched Aussiebum in 2001 on a shoestring budget and today the label retails in 128 countries worldwide. The brand reported an online sales total of $864,315 in December, 2023 and is confident that it will continue to grow by focusing on sustainable fabrics and tailoring its marketing to each country’s consumer preferences.