Comfyballs

What Comfyballs does

Comfyballs (legal entity: New Tonic AS) is a Norwegian direct-to-consumer underwear brand founded in 2013 by Anders Selvig in Asker, Norway, now headquartered in Sandvika. The company designs, manufactures, and sells comfort-engineered men's underwear — and more recently women's underwear and men's t-shirts — through its own e-commerce store (comfyballs.com), shipping globally from a warehouse in Karlstad, Sweden. The core product proposition centers on the patented PackageFront® technology, a sewn-in internal construction designed to lift, separate, and support male anatomy, supplemented by the proprietary BSA (Ball Squeeze Avoidance) pouch design, RHT (Reduced Heat Transfer) thermal approach, and flatlock seam construction. The portfolio is organized into four fabric series — Cotton (92% Cotton/8% Lycra), Comfycel (47% Cotton/47% Tencel Lyocell/6% Lycra), Performance (84% Polyester/16% Lycra), and Performance Superlight — addressing everyday, premium, and high-intensity use cases.

The business runs an asset-light DTC model: products are manufactured by long-term partners in Vietnam, Cambodia, and Turkey under Oeko-Tex Standard 100-certified fabric specifications, then shipped directly to consumers. Unit pricing ranges from approximately €27.90 (Cotton) to €29.90 (Performance), with free shipping over €50 and an optional subscription model for recurring deliveries. Marketing is concentrated on owned digital channels (email newsletter, organic social, content/blog) with no disclosed retail or wholesale distribution and no disclosed institutional funding, M&A, or partnership activity. The company is privately held, with founder Anders Selvig appearing to retain primary control.

Name

Comfyballs

Legal name

New Tonic AS

Website

https://comfyballs.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Comfyballs is a Norwegian direct-to-consumer underwear brand (legal entity New Tonic AS) founded in 2013, selling patented PackageFront® men's boxers, briefs, women's underwear, and t-shirts through its own e-commerce store, shipping globally from Sweden.

Ownership category

akta.pro rank

Product category

Men's Underwear

NAICS

Apparel Manufacturing (315)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industry

Panties & Briefs (CRAAAIAB)

Keywords

• Men's underwear
• Performance underwear
• Apparel e-commerce
• Comfort apparel
• Men's basics

Headquarters

HQ city

Sandvika

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. E-commerce underwear sales: Direct-to-consumer sales of men's and women's underwear through the company's own online store. Products include boxers, briefs, thongs, hipsters, panties, and t-shirts. One-time purchase model with subscription option for recurring deliveries.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Comfyballs manufactures and sells comfort-engineered men's and women's underwear and t-shirts directly to consumers through its own e-commerce store. Its product line is structured around four fabric series (Cotton, Comfycel, Performance, Performance Superlight) all built around the patented PackageFront internal construction that lifts, separates, and supports the male anatomy. Orders are shipped from a warehouse in Karlstad, Sweden, with an optional subscription program for recurring deliveries.

Product overview

Comfyballs is a Norwegian underwear company founded in 2013, offering a focused portfolio of comfort-focused underwear and apparel. The product line is organized into four distinct fabric series: Cotton (92% Cotton/8% Lycra for everyday comfort), Comfycel (47% Cotton/47% Lyocell/6% Lycra for premium softness), Performance (84% Polyester/16% Lycra for sports and moisture management), and Performance Superlight (ultra-light technical fabric for warm conditions). All products feature the proprietary PackageFront technology as their core differentiator—a sewn-in construction that lifts and separates for enhanced comfort. The men's collection includes boxers in Regular, Long, and Longer lengths plus briefs, while women's offerings include panties, hipsters, and thongs. Men's t-shirts round out the apparel line. The company differentiates through patented internal constructions (PackageFront, BSA), thermal management (RHT), and flatlock seam construction, all built on Oeko-Tex Standard 100 certified fabrics.

Differentiator

Problem solved

Functional benefit

Products and services

• Cotton Series

Quantifiable outcome

• Customers feel the difference immediately upon wearing
• +1 more outcomes

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

Feature4 records

Scale indicators3 records

Recent moves3 records

Expansion highlights4 records

Broad incumbents

• Hanesbrands: Hanesbrands owns Hanes, Champion, and other mass-market underwear labels with global wholesale and retail distribution. It anchors the commodity end of the men's underwear category that Comfyballs positions against with its premium comfort construction.
• Calvin Klein (PVH Corp.): Calvin Klein, owned by PVH, is one of the largest global men's and women's underwear brands with mass-market distribution and major marketing spend. It competes with Comfyballs on price-tier overlap at the mid-premium level and dwarfs it on distribution and brand reach.
• Under Armour: Under Armour offers technical performance underwear within a broader sportswear portfolio, including moisture-wicking boxer jocks. It is directly comparable to Comfyballs' Performance and Performance Superlight series on the active and athletic use case.

Emerging players

• David Archy: David Archy is a DTC men's underwear brand offering pouch-construction and bamboo-blend designs at lower price points, primarily through Amazon and its own store. It competes with Comfyballs on similar pouch-driven differentiation but at a more aggressive price, primarily in the US market.
• ExOfficio: ExOfficio specializes in performance and travel-oriented underwear with moisture management and quick-dry features. It overlaps with Comfyballs' Performance line on technical fabrics and the active/travel consumer segment, primarily through specialty retail and DTC channels.

Direct peers

• MeUndies: MeUndies is a DTC men's and women's underwear subscription brand offering soft, comfort-focused basics through a recurring delivery model. It directly competes with Comfyballs on DTC mechanics, subscription, and the comfort-led value proposition across men's and women's ranges.
• SAXX Underwear: SAXX is a North American men's underwear brand built around its patented BallPark Pouch, a sewn-in internal construction designed to lift and separate. It is the closest direct competitor to Comfyballs in terms of product concept, target buyer, and pouch-driven differentiation, with a comparable DTC-plus-retail mix.
• Mack Weldon: Mack Weldon is a US DTC men's basics and underwear brand focused on technical fabrics and everyday comfort. It targets the same premium DTC male consumer as Comfyballs and competes on fabric technology, fit, and subscription-style repeat purchase behavior.
• Tommy John: Tommy John is a US-based DTC men's underwear and basics brand emphasizing premium comfort fabrics and fit innovation. It competes with Comfyballs on the same end consumer (comfort-seeking men buying premium underwear online) and uses a similar direct-to-consumer plus selective retail model.

Regional players

• Björn Borg: Björn Borg is a Scandinavian underwear, sportswear, and footwear brand with strong Nordic and European retail distribution. It is directly comparable to Comfyballs as a regional premium underwear competitor with overlapping design sensibility and similar European consumer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/comfyballs

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Comfyballs