What Hanky Panky Ltd. does

Hanky Panky Ltd. is a US-based intimate apparel company founded in 1977 by Gale Epstein and Lida Orzeck, operating as a direct-to-consumer brand through its owned e-commerce storefront hankypanky.com and shipping to 100+ countries. The company designs and produces women's underwear, lingerie, bralettes, swimwear, and sleepwear built around a proprietary Signature Lace technology knitted, dyed, and finished in the U.S., with 75% of products sewn in the New York/Philadelphia area. Its flagship SKU — the Original Rise Thong introduced in 1986 and trademarked as 'The World's Most Comfortable Thong' — is reported to sell one unit every 10 seconds globally; the line extends across multiple fabric platforms (Supima Cotton, BreatheSoft microfiber, DreamEase modal, leakproof period underwear with Saalt).

The business model is DTC apparel sales with no subscription component: unit pricing ranges from $20-$198 per item, supported by multi-pack bundles (notably '3 for $54') and a free-shipping rewards program. Customer segments include everyday comfort buyers, brides/gift purchasers, couples (via the SAXX collaboration), and the period care category (via the 2026 Product of the Year-winning Hanky Panky+ leakproof line). Distribution is exclusively through the owned e-commerce site — no third-party retail or marketplace presence is documented. In December 2025, the founders sold the company to Crown Brands Group in partnership with Rafar Group (parent of Gelmart International), backed by G72 Holdings, with the founders transitioning to board/advisory roles and Rafar assuming operational responsibility for product, e-commerce, and distribution.

Name

Hanky Panky Ltd.

Legal name

Hanky Panky Ltd.

Website

https://hankypanky.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

101–250 employees

Short description

Hanky Panky Ltd. is a US-based direct-to-consumer women's intimate apparel brand founded in 1977, selling its proprietary Signature Lace underwear, lingerie, bralettes, swimwear, and period underwear globally through hankypanky.com; acquired by Crown Brands Group in December 2025.

Ownership category

akta.pro rank

Product category

Women's Intimate Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Panties & Briefs (CRAAAIAB), Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD)

Keywords

• Women's lingerie
• Intimate apparel
• Premium underwear
• Swimwear collections
• Period underwear

Headquarters

HQ city

Hollis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer Apparel Sales: E-commerce sales of intimate apparel including thongs, panties, bralettes, lingerie, swimwear, and sleepwear. Products sold as one-time purchases with no subscription model mentioned. Mix-and-match multi-pack bundles available for savings.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Hanky Panky Ltd. designs, manufactures, and sells premium women's intimate apparel directly to consumers, including signature lace thongs, panties, bralettes, lingerie sets, swimwear, and a leakproof period underwear line. The brand is anchored by its proprietary Signature Lace technology and V-waistband design introduced in 1986, with 75% of products sewn in the New York/Philadelphia area and 95% of lace knitted in the U.S. Northeast.

Product overview

Hanky Panky Ltd. is an intimate apparel brand founded in 1977, best known for 'The World's Most Comfortable Thong' introduced in 1986. The company offers a diversified portfolio of underwear, lingerie, swimwear, and sleepwear products built around proprietary fabric technologies and signature lace. Core products include the Signature Lace collection (knitted in the U.S.), Supima Cotton line, BreatheSoft seamless microfiber, DreamEase modal fabric, Leakproof period underwear (with Saalt partnership), and a Swimwear collection. The brand operates direct-to-consumer through its e-commerce platform while maintaining wholesale partnerships, and was acquired by Crown Brands Group in December 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Lace Original Rise Thong The iconic thong introduced in 1986, known as 'The World's Most Comfortable Thong' with one sold every 10 seconds globally. Features signature V-front and V-back waistband design, made from proprietary stretch lace knitted and finished in the U.S.
• Signature Lace Collection Signature Lace thongs, panties, boyshorts, French briefs, V-kinis and bralettes made from proprietary stretch lace. Knitted, dyed, and finished in the U.S. with 75% sewn in New York and Philadelphia.
• Supima Cotton Collection Underwear and bralettes made from Supima cotton with lace trim, featuring breathable cotton gussets and signature V-waistband design.
• BreatheSoft Collection Seamless microfiber underwear offering no visible panty line (no VPL) with high breathability. Includes thongs, boyshorts, and G-strings.
• DreamEase Collection Modal fabric underwear offering buttery soft comfort. Includes thongs, boyshorts, French briefs and V-kinis made from Tencel modal.
• Leakproof Collection (Hanky Panky+ with Saalt) Period underwear and leakproof styles developed in partnership with Saalt. Winner of 2026 Product of the Year award voted by 40,000 consumers for top innovation in period underwear.
• Swimwear Collection Swimwear including one-piece swimsuits, two-piece bikinis, swim tops, swim bottoms, and cover-ups. Crafted from sustainable materials with signature lace details.
• Lingerie Collection Includes bodysuits, teddies, camis, chemises, bralettes, and corsets. Features signature lace details with comfortable stretch construction.
• Bralettes & Bras Collection Bralettes and bras including padded triangle, retro lace, crossover styles, balconette, T-shirt, push-up, and unlined options. Available in Signature Lace, Supima Cotton, and BreatheSoft fabrics.
• PlayStretch Collection Cotton-spandex blend active-inspired underwear with natural and high rise options. Designed for comfort during physical activity.
• Retro Lace Collection High-rise retro-style lace underwear including retro thongs, boyshorts, and V-kinis. Features wider lace waistbands and vintage-inspired silhouettes.
• Hanky Panky x SAXX Collaboration Matching couples underwear sets pairing Hanky Panky women's styles with SAXX men's boxer briefs. Includes Yours & Mine and His & Hers matching collections.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core and notable.

• Rafar Group (Parent of Gelmart International)coreStrategic or Co-development Partner · 24 December 2025Rafar Group serves as the core operating partner overseeing product design, e-commerce, and distribution. Founded by Joel W. Goldberg, Rafar brings operational expertise in intimate apparel manufacturing and global distribution.
• SAXXnotableGTM or Marketing Partner · 27 February 2025Exclusive collaboration for 'His, Hers, Ours' matching couples underwear collection. The SAXX Couple Collection features co-branded Signature Lace thongs paired with SAXX boxer briefs. Available as matching sets in camo and floral prints.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Victoria's Secret: Largest US intimate apparel retailer and brand, selling bras, panties, sleepwear, and loungewear across DTC, retail stores, and global markets. Directly comparable to Hanky Panky as the dominant premium intimates incumbent with overlapping product categories and customer base.
• Aerie (American Eagle Outfitters): Loungewear, intimates, and activewear sub-brand of American Eagle focused on inclusive sizing and body positivity. Directly comparable on women's intimates, panties, bralettes, and sleepwear with strong DTC and physical retail distribution.
• Calvin Klein (PVH Corp): Global apparel and intimates brand under PVH Corp selling bras, underwear, and loungewear across DTC, department stores, and global wholesale. Comparable on premium positioning, broad distribution, and category overlap in women's underwear and loungewear.

Direct peers

• ThirdLove: Premium DTC intimates brand selling bras, underwear, sleepwear, and loungewear with half-cup sizing innovation. Closely comparable as a digitally-native premium intimates competitor targeting comfort-focused, size-inclusive consumers with similar price points.
• Thinx: Pioneering period underwear brand sold DTC and through retail partners. Comparable to Hanky Panky's leakproof hanky panky+ launch as a category-specialist competing for the same period underwear consumer.
• Cuup: Premium DTC intimates startup offering bras, underwear, and swimwear with minimalist aesthetic and inclusive sizing. Directly comparable on digitally-native premium positioning, size-inclusivity, and brand-led marketing to a similar millennial/Gen Z consumer.
• Savage X Fenty: Inclusive intimates and loungewear brand with strong DTC and membership model, emphasizing size range and body diversity. Comparable on premium intimates positioning, inclusive sizing (XXS–3X+), and lifestyle brand storytelling in women's underwear.
• Cosabella: Premium Italian-made lingerie and underwear brand sold DTC and through specialty retailers, known for lace details and inclusive sizing. Closely comparable on premium lace intimates positioning, family/independently-led heritage, and US-distributed European aesthetic.
• Knix: Direct-to-consumer intimates and activewear brand with category leadership in leakproof/period underwear and inclusive sizing. Closely comparable to Hanky Panky's leakproof line expansion and overall premium intimates positioning.

Emerging players

• Lunya: Premium DTC sleepwear and intimates brand emphasizing elevated fabrics (modal, silk) and inclusive sizing. Comparable on DTC-first premium positioning, fabric-led innovation (modal/Tencel similar to DreamEase), and direct overlap in sleepwear and bralette categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/hankypankyltd
• YouTubeyoutube.com/user/hankypanky1977
• Facebookfacebook.com/hankypanky
• Instagraminstagram.com/hankypanky
• Pinterestpinterest.com/hanky_panky/_shop
• LinkedInlinkedin.com/company/hanky-panky

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hanky Panky Ltd.