How MeUndies is using a membership model to grow its business


After pivoting from a subscription model to a membership model last November, MeUndies is tapping customers’ insights to expand offline and beyond underwear.

In exchange for signing up for monthly order replenishments, MeUndies members pay a cheaper price for their underwear (for women, $14 a pair as opposed to $16), get first access to new products, also at a discount, as well as exclusive prints, which are released on a monthly basis. By providing a regular stream of data around conversion and return rates, as well as feedback, members have influenced the brand’s push to categories like bras and loungewear, and dictated limited-run prints, like a St. Patrick’s Day edition.

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