Warren Buffett’s Fruit of the Loom is joining the subscription craze. Guys can now get their boxer briefs from the Berkshire Hathaway Inc.-owned brand through a new subscription service called Fruit to Your Door.
Shoppers can buy a six-pack of skivvies, among other products, and have them re-ordered every six months at a 30 percent discount. The program, available for men’s and women’s garments in the United States can also be gifted.
Fruit of the Loom joins startups already selling underwear this way, including Me Undies and Panty Drop. Subscription services are a growing part of the consumer-products market, and are seen as a way to boost online sales and win over younger shoppers.
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