Ladies' underwear brands are well-known, but few people are familiar with men's undergarments. However, some local companies are now trying to break into the male market, and Aimer is one of the pioneers in this space.
On December 20, 2010, a joint venture between Aimer and Nihon Junko Co., Ltd. (Shingu) was officially signed. The new company, Beijing Shijie Garments Co., Ltd., was established, with Aimer holding a 51% stake. This joint venture will operate under the brand names "Bodywild" and "The Gunze" in the Chinese market.
Before this partnership, Aimer had already launched its men’s underwear line, "Aimer Men," since April 2005. Over the years, Aimer transitioned from OEM manufacturing for Japanese companies to developing its own brand. This strategic shift laid the foundation for their expansion into the men's market.
According to Dong Jie, who leads Aimer’s men’s clothing division, the idea of expanding into men’s underwear came from the desire to leverage existing channels. "We already have a strong presence in high-end shopping malls through our women’s brand, so it made sense to extend that reach to men’s undergarments," she said.
Currently, Aimer Women has nearly 1,000 first- and second-tier retail channels, while Aimer Men has around 140-150 stores and counters. Recently, they also began allowing distributors to develop secondary sales channels.
Dong Jie believes that the growing awareness of men's undergarments is helping the brand expand. "Many female customers used to ask about men's underwear before we launched it," she noted.
Aimer Men's Underwear has become a new growth driver. In 2010, sales grew by 68%, reaching nearly 300 million yuan, while Aimer Women's sales grew by 36%. Despite this, Aimer Women still outsells Aimer Men by 6–7 times. Zhang Rongming, chairman of Aimer Group, believes the men's underwear market holds great potential.
However, entering the men's market isn’t as simple as copying the success of women’s undergarments. Many men's brands are sold in supermarkets at prices ranging from 10 to 20 yuan, while only a few foreign brands like Sloggi in Germany and the UK have managed to gain a foothold among elite consumers.
To stand out, Aimer initially targeted the premium segment, with prices ranging from hundreds of yuan. They chose high-end department stores and specialty shops, such as Dorset and Lufthansa in Beijing.
But what makes men’s underwear different? Ma Dan Yang, a designer specializing in men’s undergarments, led research in first-tier cities and overseas markets. “We conducted surveys and found that comfort is the key,†he explained. “Our focus is on human comfort, fabric development, and improving product quality.â€
To ensure professionalism, Aimer Men's underwear undergoes a long development cycle, from brand planning to R&D. Currently, there are four designers working on the line. Every quarter, they set a theme, choose fabrics accordingly, and design samples. After testing and internal reviews, only the best products are released.
Ma Dan Yang emphasized that the core positioning of Aimer Men is comfort, and fabric technology plays a crucial role. As Aimer transitioned from OEM to a self-owned brand, they focused more on brand management than fabric production.
Zhang Rongming believes the joint venture with Shingu offers an opportunity to learn. “Shingu has extensive experience in fabric production, which Aimer lacks. Their expertise in fabric technology is something we want to gain.â€
From Zhang Rongming’s perspective, the joint venture also benefits Aimer. “While Aimer Men is positioned as a more advanced brand, Shingu’s two brands target the mid-range market, filling the gap and helping Aimer build a stronger men’s brand portfolio.â€
Although joint ventures involve sharing resources, the question remains: Is Aimer simply using Shingu, or is Shingu also benefiting from Aimer’s network?
Shingu has over 110 years of fabric production experience and maintains research institutes in Shiga and Kyoto focusing on polymer processing, fiber development, and surface modification. They also have a specialized workshop for underwear comfort research. With a strong presence in China, Shingu chose to enter the joint venture. For them, the partnership allows faster access to the Chinese market and the use of Aimer’s distribution channels. Today, both the brand and fabric are controlled by Shingu. For Aimer, the goal is to grow and gain more value from the collaboration.
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