New online store launch to meet growing demand for men's lingerie

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Since 2008 HommeMystere has been specialising in men's lingerie and changing men across the globe from the inside out. While our beautiful pieces look and feel like women's lingerie, they've been designed and tailored to fit the male body perfectly.

We expect continued strong growth as men's lingerie becomes more socially acceptable.

Catering to a very unique market, HommeMystere has experienced sustained percentage growth in the double digits, consistently selling men's lingerie into over 30 countries around the world. Since the HommeMystere range was launched on the catwalk at the Las Vegas International Lingerie Show in 2012, over 40% of the site's sales now go direct to the United States.

The new online store was developed to meet this increasing demand, while presenting the quality and design of the various lingerie ranges. There are eight new styles to be released on the site this year, including the recent Monique and Genevieve styles.

About HommeMystere

Men's lingerie sits in an undefined territory deemed 'not exciting enough' for adult stores and 'too confronting' for mainstream retail stores. As a result Australian man Brent Krause has created HommeMystere to move away from the standard cotton "jocks" and provide men with more options for underwear in the form of an exclusive quality product without the big brand price tags.

The company started out as a small hobby -sized operation and has grown into a global online store incorporating design in Australia, manufacturing in China and shipping worldwide in under four years.

The general profile of HommeMystere customers is male, married and over 40. He has discerning taste in underwear and wants luxury garments but does not need to show it off to others. He wants something new and exciting to buy and usually has the disposable income to make that purchase.

To learn more about HommeMystere's new online store, business growth, or to arrange an interview, please contact Brent Krause by email info(at)hommemystere(dot)com by phone 0487 186 079 or visit the website

Hi resolution images available on request

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Brent Krause
since: 06/2011
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