Brief start-up idea in the mail

London-based business KnickerMail has built an entire operation based on the concept of sending women their underwear by post.

KnickerMail sends luxury underwear in the mail in place of greeting cards. Customers begin by choosing the colour of undies they’d like to send, with a choice of black, purple and red.

They then select the text they’d like to include on the accompanying card before handing over address and payment details.

It appears the concept is already catching on, with Canadian business Panty by Post offering underwear by subscription.

Panty by Post customers can order undies individually, or they can sign up for subscriptions lasting for two, three, six or 12 months. A different panty is then sent every month, each wrapped in an attractive mailing package.

The idea of mailed underwear may put off a few budding business leaders, but imagine the popularity of these deliveries around Valentine’s Day and anniversaries. An Australian start-up could get busy mailing with this cheeky idea.