Knobby’s Founder Talks E-Commerce Trends and Global Expansion

4th Place Winner – Rob Rand, Founder and CEO of subscription underwear brand Knobby. We chatted with Rob about launching a new Facebook community, working to reduce textile waste and the next wave of e-commerce trends. Inside Retail: For those unfamiliar with Knobby, can you give us a brief overview of the company and what it’s like today? Rob Rand: Knobby is a subscription underwear (and socks) brand that offers new designs every month to men, women and kids. The brand has established itself as Australia’s longest-running subscription fashion brand. Knobby is a pioneer of bold and creative underwear, selling more than one pair per minute globally. IR: I know you’ve been really focused on revitalizing the Knobby customer experience over the past year. What are some examples of initiatives you’ve launched and how they’ve impacted the business? RR: We strive to make sure every interaction adds value and creates a positive, lasting experience. We launched our first experiential retail store to gain insight into how people interact with our product and get real-time feedback. We used this space to launch activations that strategically drive traffic to our digital ecosystem, which has shown growth in our database and revenue. For example, our Grinch Photo activation (in December 2023) generated over 500 photos in three days, driving social engagement and brand sentiment. Customer inquiries decreased with the launch of our new Facebook community, while our commitment to super-fast order fulfillment has seen us get express requests out the door in under five minutes, with all orders fulfilled by the end of each business day. Our product team developed free surprises for members, and we launched our first mobile game themed around the team’s underwear project (in September 2023), attracting 10,000 unique players. IR: You also launched a sub-brand called Flip Side Project, which aims to divert used underwear from landfill. How is it going and what are the next steps you plan to take in this space? RR: This project is a rare gem where every aspect seems perfect. The Flip Side Project focuses on breathing new life into old underwear. Through our referral program, some of the non-compostable items can be exchanged for credit towards fresh, new underwear. Equipped with an in-house textile shredder, we break down used products to the desired density. These shredded materials are stored in vacuum bags, then combined with resin and compressed into various shapes and sizes for different uses. The entire process was developed in partnership with the University of the Sunshine Coast. The referral program is set to launch publicly later this year. IR: You have consistently been at the forefront of e-commerce trends, from adopting subscription models in 2012 to exploring circular design principles more recently. What do you think will be the next big changes in e-commerce that people should expect? RR: The growth of social commerce will continue, and each platform will try to retain users in their ecosystem; however, one aspect that I’m particularly interested in is the use of AI-generated models to showcase products. This has many benefits, giving brands more ownership and control over the experience. We’ve already started using this to complement our real models by showing how product styles look on the body. For a single shoot, our costs have been reduced by about 60 percent. While I think there will always be a need for real models and creators, this will be beneficial for quick turnarounds or small product releases. IR: What are your plans for Knobby in 2024? RR: Our primary goal is to expand globally, as well as establish additional retail stores focused on the unique Knobby experience. Our new app will provide customers with a completely new brand experience, reducing friction and providing fun ways to engage with the community and the brand. We’re launching a brand new subscription lingerie range, which is made from sustainably grown wood using a unique closed-loop system. IR: I know that making Knobby a great place to work is really important to you. What changes are you making to keep your team happy, inspired and fulfilled? RR: Celebrating big and small wins with real passion. Boredom is rare here because we’re constantly taking risks and dreaming big. I think the secret is that we can launch completely new projects every month, which allows us to move at a fast pace. Sure, we have all the perks, but that’s not our main driving force. We really want our workplace to feel like a second home to everyone. We have this fantastic culture of doing things a little differently. Open communication, transparency and plans for growth – but ultimately we’re all working towards one big, shared goal.