[Partnership News] Amid the wave of digital transformation, 7thonline once again demonstrates its technological strength and forward-looking market vision by signing a partnership with internationally recognized men’s underwear brand Tommy John. Together, the two companies will pioneer Algorithmic Procurement & OTB Integration to optimize capital allocation across DTC and wholesale channels.
About Tommy John
Headquartered in New York City, Tommy John was founded by Tom Patterson and his wife Erin. The brand is best known for its patented undershirt designs, innovative fabrics, and premium men’s underwear.
Performance and innovation are central to the Tommy John brand. Tom Patterson first introduced Pima cotton undershirts that resist pilling and dry quickly. He later launched advanced performance collections, including:
- 360 Underwear— antimicrobial, odor-resistant, and highly flexible
- Air Collection— weighing only 2 ounces and able to air dry in just two hours
According to a report by market research firm NPD Group, while overall U.S. menswear sales declined in 2020 and the men’s underwear market grew by only 2%, Tommy John achieved 20% sales growth. Most notably, its loungewear category surged by 130%, demonstrating the brand’s strong market relevance and consumer appeal.
As a leader in the premium U.S. men’s underwear market, Tommy John has long earned global recognition for its exceptional product quality, innovative design philosophy, and precise market positioning. In response to rapidly changing consumer preferences and market demands, Tommy John is actively pursuing digital transformation to maintain its competitive edge.
Driving Operational Excellence Through Intelligent Technology
Through this partnership, 7thonline will help Tommy John automate and intelligently manage its buying process, significantly improving ordering efficiency and accuracy while providing comprehensive guidance and support to franchisees.
Leveraging big data analytics, the platform will deliver:
- Customized market trend analysis
- Consumer behavior insights
- Product sales strategy recommendations
This empowers franchise partners to better understand demand, optimize merchandise assortment, and improve sales performance.
In addition, the intelligent buying platform will offer Tommy John’s distributors and partners a seamless online ordering experience, enabling real-time information sharing and collaborative operations, further strengthening the connection between the brand and its channels to drive business growth.
Looking Ahead
7thonline and Tommy John will continue to deepen their collaboration and explore new digital innovations together, leading the underwear industry toward greater intelligence and operational efficiency. With joint effort and close cooperation, both companies are poised to achieve even greater success.
7thonline’s omnichannel AI merchandise management platform combines advanced mathematical models, artificial intelligence, and machine learning with global best practices in retail merchandise management. The AI + BI cloud platform transforms data into actionable insights, enabling brands to achieve precise, intelligent merchandise decision-making.
Over the past 26 years, 7thonline has supported numerous retail brands — including Patagonia, Calvin Klein, BIRKENSTOCK, Alexander Wang, Bestseller Group, Canada Goose, PVH, Jimmy Jazz, Michael Kors, and Colony Brands — in achieving true omnichannel merchandise management excellence.
Modernize Buying Across DTC and Wholesale Channels
See how 7thonline connects merchandise planning, open-to-buy, and channel demand to support faster, more confident buying decisions.
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