Men’s underwear retailer, Saxx Underwear Co, is continuing its global expansion by opening in Australia, hot on the heels of its entrance into Europe.

Saxx is now being distributed in Australian Boardsport, City Beach and will launch soon Super Retail Group’s Rebel Sport.

Sarah Scarlett, formerly of Myer and Just Group is heading up the sales and marketing for the brand in Australia, after winning the distribution rights to bring the men’s underwear brand Down Under through her agency, Sparkes Apparel.

Scarlett said when she discovered the brand in the US, she was immediately interested in securing the distribution rights in Australia.

She said she strongly believed there is “tremendous growth potential for Saxx in the Australian market, given the people’s lifestyle and massive sporting culture.”

“I can honestly say Saxx is one of the most impressive brands that I have come across in my twenty years in apparel,” she said.

“The products are unrivaled in terms of innovative design, superior fabric technology, and sophisticated construction.”

Scarlett said the retailer’s branding and marketing support is “world class” with ambassadors like surfer Mark Healy, NBL Player Kevin Love, rally car racer Ken Block and baseball player Jake Arrieta.

Saxx is carried in over 3000 retailers across North America including SportsChek and Nordstrom.

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