Fruit of the Loom Forgoes Retails Stores for New Product Line

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What would seem to be the ultimate retail brand, Fruit of the Loom, which is found in every Walmart across the U.S., is going another way with its new Seek No Further™ collection.

The company bills the clothing line as its most stylish and versatile women’s clothing line to date. Bringing together contemporary fashion and effortless style, Seek No Further is meant to be mixed and matched seamlessly so women everywhere can create looks they love as they transition from day to night and work to play.

The big news for Fruit of the Loom is that other than a pop-up store held Friday, Oct. 12 to Saturday, Oct. 13, in the heart of SoHo, New York City, Seek No Further products will only be available for purchase online on from Fruit.com/Seek-No-Further and on Amazon.

A Fruit of the Loom press release emphasized that the pop-up shop marked the first and only time where customers could purchase Seek No Further pieces in-person.

With much of the retail brick-and-mortar stores market struggling, Fruit of the Loom has been expanding the avenues to buy its products. In November 2017, the company announced a direct to consumer subscription service that enables customers to purchase its products for a 30 percent discount.

© 2018 David Mazor

Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.

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