Joe Boxer to Have Fun in His Underwear

The San Francisco purveyor of fashionable unmentionables plans to open five Joe Boxer outlet stores and three other stores in the near future. Locations include Barstow, Calif., Woodburn, Ore., and Las Vegas.

While consumers over the age of six shouldn't need to be reminded to change their underwear, messages in Joe Boxer's new stores should add a little mirth to the shopping experience. For example, ticker-tape message boards at the cashier stations will flash “Have you changed your underwear?”

The stores, ranging in size from 1500 to 2000 square feet, will be white and airy to let the colorful offering pop, a few surprises are probably in store. Nicholas Graham, Joe Boxer founder and chief executive, describes the design motif as “Martha Stewart meets Pee Wee Herman.”