Fruit of the Loom wants in on the booming underwear delivery business

Do you ever put off laundry day by just buying more socks and underwear? If you do, Fruit of the Loom has a new delivery program right up your alley. You just have to plan ahead a bit.

Bloomberg reported Thursday that the 166-year-old undergarment company has a new subscription service called Fruit to Your Door that allows shoppers to buy packs of Fruit of the Loom products and create a schedule for repeated auto-deliveries at discounted rates. Fruit of the Loom is hardly alone with its underwear subscription service. Several startups — from Me Undies to Bootay Bag to Panty Drop — offer subscription services for men and women’s underwear. And it's not hard to see why Fruit of the Loom wants in on this growing part of the market. Warren Buffett bought Fruit of the Loom out of bankruptcy in 2002, but profits at the traditional company continue to lag.

For its part, Fruit of the Loom seems to understand the target delivery demographic pretty well — a spokesman for the company told Bloomberg, "You might see a lot of moms doing this for their kids in college."

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