With 3-5 million start "men's underwear" make money trend
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August 31, 2025
In recent years, more and more women have pointed out that the majority of clothing manufacturers and businesses focus heavily on the female market, while the male market has long been overlooked. This gap in the market has attracted many foreign brands, who are now targeting this underserved segment. Through extensive surveys, they found that modern men face increasing pressure in their daily lives, and when they go shopping, they usually have a clear goal in mind. They don’t want to waste time searching for products, which makes convenience and efficiency key factors in their shopping experience.
As a result, many shopping malls have started to open up specialized stores for men, with men's underwear shops becoming particularly popular. The initial investment for such a store is relatively low—mainly covering the cost of pavement rent, store decoration, and the first purchase of inventory. Rent prices vary across different regions in China, but the starting cost typically ranges from 3 to 5 million yuan. Whether to join a chain or open an independent store is a personal choice.
Choosing the right brand is crucial for a men’s underwear shop. Currently, domestic men’s undergarments still lag behind in style and fabric quality, with many international brands opting for OEM production without focusing much on design or comfort. It’s better to partner with a professional men’s underwear brand that offers solid support and market guidance. These brands often emphasize comfort, elegance, and subtlety, using materials like cotton and modal. Some also offer more exaggerated, sexy styles to appeal to a broader audience.
For example, the brand "SNOWWOLF Snow Flying Wolf" offers a wide range of products, with prices ranging from 30 to 100 yuan. The target customer base is specific, so location selection is extremely important. Ideal locations are quiet areas with convenient access, not necessarily high-traffic main roads. Too much foot traffic can be overwhelming and may deter customers. Instead, choosing a mature business district surrounded by young communities or apartment buildings is more effective.
The ideal store size is between 10 to 25 square meters. The address should be clearly marked and easy to find, to avoid confusing potential customers. Some entrepreneurs choose to set up shop in mall corners or counters. The overall store design should be simple, clean, and organized, reflecting the brand’s image.
The main customers for men’s underwear stores are fashion-conscious young men, but there’s also a significant number of middle-aged customers. Additionally, a large portion of visitors are women, especially those shopping for their partners. Stores like "SNOWWOLF" have introduced special promotions for female buyers, which have proven effective. However, it’s recommended to hire male staff, as male customers often feel more comfortable communicating with them.