Woxer

What Woxer does

Woxer is a direct-to-consumer intimate apparel brand founded in 2019 and headquartered in Miami, Florida. The company designs and sells women's underwear, bralettes, sports bras, activewear, sleepwear, and swimwear through its owned e-commerce platform, woxer.com, with six regional storefronts serving the United States, Canada, the United Kingdom, the European Union, Australia, and New Zealand. The core product line consists of seven named underwear silhouettes (Baller 5-inch boxer brief, Star 3-inch, Biker 9-inch, Bold boyshorts, Classic brief, Bikini, and Dreamer with pockets), built primarily from modal fabric and offered in sizes XS through 4XL. The product portfolio has expanded into adjacent categories through sub-brands including Win Active (performance wear with floating gusset technology), Luxe (silky MicroModal at premium price points), Fluid (period backup underwear with a proprietary 3-layer gusset absorbing up to 3ml), Sleep (modal sleepwear), and Swim (recycled OEKO-TEX certified fabric with UPF 50+).

Woxer's underlying technology centers on proprietary fabric and gusset design rather than software. Notable technical components include the Floating Gusset featured in the Win Active Collection, the 3-layer gusset system in the Fluid Period Backup line providing leakproof protection up to half a tampon, and the Swim Motion Fabric with OEKO-TEX certification, Xtra Life Lycra, and chlorine resistance. The e-commerce stack runs on Shopify with a Rebuy recommendation engine for personalized upsell and OneTrust for GDPR/CCPA cookie consent management. Fabrics across Modal, Luxe MicroModal, Flex Active, Sleep Modal, and Swim Motion lines carry OEKO-TEX Standard 100 certification for harmful-substance compliance.

The business model is primarily one-time D2C sales, with pricing structured around singles ($24-$64), multi-pack bundles (3-pack at 15% off, 5-pack at 20% off, 7-pack at 25% off), and premium Luxe packs ($56-$140). Free US shipping is offered on orders over $75, and a 30%-off loyalty nudge activates at four items. A wholesale/B2B program with a $300 minimum purchase extends the model to retailers and boutiques. The company is privately held, privately funded, and led by founder and CEO Alexandra Fuente, with a headcount of 11-50 employees.

Name

Woxer

Legal name

Woxer

Website

https://woxer.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Woxer is a direct-to-consumer women's intimate apparel brand selling modal underwear, activewear, sleepwear, swimwear, and period-protective underwear through owned e-commerce storefronts in six regions, supplemented by a wholesale B2B program.

Ownership category

akta.pro rank

Product category

Women's Intimate Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Luxury Intimates, Loungewear & Sleepwear (CRAAAFAJ), Athletic / Performance & Activewear Brands (CRAAAAAD)

Keywords

• Women's underwear
• Intimate apparel
• Boxer briefs
• Period underwear
• Activewear intimates

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through woxer.com and regional storefronts. Products sold as individual items and multi-packs (3-pack, 5-pack, 7-pack) at varying price points. Volume discounts offered for purchases of 3+ items.
2. Wholesale/B2B: Wholesale program for business customers (retailers, boutiques). Requires minimum $300 purchase for B2B checkout. Products available for bulk purchase at wholesale pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Woxer designs and sells women's underwear (boxer briefs, boyshorts, bikinis, classic briefs), bras and bralettes, activewear shorts and sports bras, sleepwear, and swimwear, primarily made from modal and OEKO-TEX certified fabrics. The brand sells directly to consumers through its own e-commerce storefront with regional sites across six markets and to retailers through a wholesale program with a $300 minimum order. Signature lines include the Core Modal collection (Baller, Star, Biker, Bold, Classic, Bikini, Dreamer), Win Active, Luxe, Sleep, Swim, Fluid Period Backup, Pad Liner, Pride, and Rib collections.

Product overview

Woxer is a direct-to-consumer intimate apparel brand specializing in comfortable women's underwear, activewear, sleepwear, and swimwear. The core product line consists of seven signature underwear styles (Baller 5-inch, Star 3-inch, Biker 9-inch, Bold boyshorts, Classic briefs, Bikini, and Dreamer with pockets) made primarily from modal fabric. The portfolio extends across multiple collections including Active (Baller Flex, Star Flex, Biker Flex, Boss Flex for workouts), Win Active (Win Baller, Win Star, Win Boss Sports Bra, Win Lift Sports Bra, Win Tee with floating gusset technology), Luxe (premium Baller Luxe, Bold Luxe, Luxe Bralette in silky MicroModal), Sleep (Sleep Joggers, Sleep Shorts, Sleep T-shirts in Sleep Modal), and Swim (OEKO-TEX certified recycled fabric with UPF 50+). Specialized sub-collections address period protection (Fluid Period Backup leakproof underwear, Baller Pad Liner and Boss Pad Liner for sanitary pad compatibility) and Pride-themed prints. The company offers products in sizes XS-4XL with international shipping to US, CA, UK, EU, AUS, and NZ markets.

Differentiator

Problem solved

Functional benefit

Brands

• Win Collection: Active wear collection featuring performance underwear and sports bras
• Luxe Collection
• Fluid Collection
• Sleep Collection
• Pride Collection
• Flex Collection
• Swim Collection
• Pad Liner Collection
• Rib Collection

Products and services

• Baller Boxer Brief

Quantifiable outcome

• Period protection up to 1/2 tampon (3ml) absorption capacity
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tommy John: Tommy John is a premium comfort-focused underwear and apparel brand with men's and women's lines, closely comparable to Woxer's Modal and MicroModal intimates positioned around fit, comfort, and direct-to-consumer premium pricing.
• Thinx: Thinx pioneered period-proof underwear and competes head-to-head with Woxer's Fluid Period Backup collection across the same use case (light to medium flow backup protection) and similar D2C-led distribution model.
• ThirdLove: ThirdLove is a direct-to-consumer intimates brand with a strong bra/bralette focus and inclusive half-cup sizing, competing with Woxer's Luxe Bralette and Boss lines while sharing the D2C-only go-to-market approach.
• MeUndies: MeUndies is a digitally native underwear brand known for modal fabric basics and subscription bundles, highly comparable to Woxer's core Modal boxer briefs and multi-pack bundle pricing model.
• Knix: Knix is a direct-to-consumer intimates brand specializing in leakproof period underwear and wireless bras, making it a near-direct competitor to Woxer's Fluid Period Backup and Baller boxer brief lines with a comparable online-first, founder-led model.
• Bombas: Bombas is a comfort-focused apparel brand with a strong social mission (one-for-one donation) and premium basics positioning, comparable to Woxer's sustainability credentials, inclusive sizing, and direct-to-consumer comfort narrative.
• Parade: Parade is a digitally native underwear and intimates brand targeting Gen Z and millennial women with inclusive sizing and sustainability messaging, directly overlapping Woxer's positioning, channel strategy, and customer demographic.

Broad incumbents

• Calvin Klein: Calvin Klein is an established intimates and underwear incumbent offering boxer briefs and bralettes at scale, representing the broad market alternative that Woxer's premium D2C positioning must differentiate against.
• Lululemon: Lululemon's growing women's activewear and loungewear categories overlap with Woxer's Win Active and Sleep collections, making it the broad incumbent benchmark for premium pricing and technical performance fabrics in adjacent categories.
• Victoria's Secret: Victoria's Secret is the largest intimates retailer globally with a broad assortment of bras and underwear, representing the legacy channel incumbent that Woxer's D2C comfort and inclusivity narrative positions against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wearewoxer
• Facebookfacebook.com/wearewoxer
• LinkedInlinkedin.com/company/woxer

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 Woxer