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Somewhere Between Granny Panties And Thongs, New Underwear Brands Find Fans Online

Online brands are making a dent in the underwear market with high-tech and classy alternatives to Victoria’s Secret and Hanes.

In the five years that Michelle Grant was a senior merchant at Victoria’s Secret, she found herself immersed in the brand’s seductive pink world, populated by barely-clad supermodels. But she also discovered some interesting facts about the underwear industry: It’s a $110 billion market worldwide, but the landscape is monopolized by a few key players that have been around for decades, if not centuries.

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