Brentwood Associates has invested nearly $50 million in SAXX Underwear to enhance its growth strategies and expand its market presence.

Information on the Target

Brentwood Associates has executed a significant investment in SAXX Underwear, a leading men’s underwear brand based in Vancouver, Canada. SAXX is recognized for its superior design and quality, specifically tailored for individuals with active lifestyles. The brand has rapidly ascended to become one of the fastest-growing premium men’s underwear names in North America, benefiting from a loyal customer base that seeks innovative solutions in a traditionally stagnant category. Under the leadership of Chief Executive Officer Tim Bartels, who boasts extensive experience with reputable brands such as Columbia Sportswear, Keen, DC Shoes, and Nike, SAXX is well-positioned for continued growth.

SAXX was initially acquired in 2010 by a consortium of private investors, who will maintain majority ownership even after this transaction. The company was founded by an athlete passionate about outdoor activities and innovation, with a core mission to transform the fundamental staples of men's wardrobes. SAXX distinguishes itself with patented technology and unique designs, and its offerings comprise high-quality materials that cater to varying needs, from everyday essentials to specialized performance wear. Notably, SAXX has reported an impressive annual revenue growth rate exceeding 75% since 2012, thereby solidifying its status as a consumer favorite.

Industry Overview

The men’s underwear market in Canada has seen a significant shift in recent years, fueled by a rising demand for quality and comfort. The emphasis has moved away from basic offerings to premium products that deliver superior functionality, style, and fit. With increased consumer aw