Knobby: From Underwear to Community - How They Built a Brand People Love

Underwear has never been as bold and imaginative as it is now, and Knobby’s homegrown story is at the forefront of this revolution. With an ever-growing emphasis on vibrant designs, they’re not just creating garments—they’re inspiring confidence, boldness, and a fresh sense of individuality for their wearers.

In Part 1 of this Founders Interview, we delve into Knobby’s customer-centric success story with Rob Rand, CEO & Founder. He shares how the brand’s creative marketing strategies, like custom collections and limited-edition releases, keep them connected to their customers. Their subscription model is key to driving satisfaction and loyalty, and soon, personalized product recommendations based on data-driven insights will elevate the experience even further. From exclusive events that let customers get close to athletes to their fresh approach to brand engagement, Knobby is setting new standards for what customer experience can be.

Now, let’s hear directly from Rob about how Knobby has built a loyal following and continues to push the boundaries of what’s possible in the world of underwear.

How did you position Knobby as a bold and creative brand in a relatively conservative market? What strategies did you employ to build brand loyalty and customer engagement?

When we started Knobby, the underwear market was honestly pretty dull. It was all about safe designs, predictable branding and nothing exciting. I saw a chance to bring something fresh, bold and fun to the table, so that’s exactly what we did. 

As my background is in design and branding, I started creating vibrant, limited-edition designs that turned underwear into collectible pieces of art. Whether it was peaches or cosmic galaxies, each design had its own story and added a sense of excitement to something as simple as underwear. On top of that, I made sure our tone of voice was cheeky, fun and light-hearted, which really connected with people who wanted more personality from a brand.

Frooty Booty Collection

We launched it as the Undie Club, a subscription model that wasn’t just about buying underwear, it was about joining a community that celebrated individuality and fun. We brought customers into the fold by letting them vote on designs, participate in social media contests, share their stories, and even asking what products we needed to create and launch, making them feel like a real part of Knobby.

We also focused on doing things the right way: ethical production, sustainable practices, and creative packaging that made people feel good. Every touchpoint was designed to go above and beyond, reinforcing our commitment to challenging the norm and delivering something truly unique.

How do you measure the success of your customer experience initiatives beyond just sales figures?

We focus on the deeper connections we build with our community. Sales are important, but what really shows us we’re succeeding is how engaged and loyal our customers are.

• Customer Retention and Churn Rates: Are customers sticking with us? Tracking subscription renewals and understanding why people stay (or leave) gives us insights we can act on.
• Engagement Metrics: From social media comments to design votes and contests, we see active participation as a sign of a thriving community.
• Customer Feedback: Reviews and direct messages are gold. They help us fine-tune our products and understand what’s working and what’s not.
• Referral Rates: When customers share Knobby with their friends and family, it shows they genuinely love the brand.
• Return on Experience (ROX): A new one we’ve been watching closely, looking at how investments in things like packaging, free gifts, sustainability, and personalised touches resonate with customers and enhance their experience.
• Understanding the Customer Journey: We map out how customers interact with us, whether it’s a one-time purchase, subscribing, visiting a retail store, or even getting their whole family involved. This helps us find ways to improve at every step.

Overall, it’s about the Knobby Nation community we create along the way. While Knobby operates primarily online, you've implemented a successful pop-up store to gain customer insights and drive brand engagement.

Can you elaborate on the specific strategies you employed at the pop-up store? How can traditional retailers with a physical presence adapt these strategies to create a more holistic omnichannel experience that bridges the online and offline gap?

Our pop-up stores gave us a chance to bridge the digital and physical worlds in a fun and engaging way.

• Immersive Experience: We use bold signage, fun activities, and interactive displays to bring Knobby’s personality to life. It isn’t just about the transaction; it’s about creating an experience.
• Exclusive Offerings: Limited-edition products add a sense of urgency and excitement, making customers feel like they are part of something special.
• Direct Engagement: Meeting customers face-to-face gives us feedback we’ve never had a chance to previously gather and allows us to build stronger relationships with them.
• Data Collection: We use QR codes and sign-ups to gather insights and connect what we learn in-store to our online strategies.
• Community Events: Hosting events like ambassador meet-and-greets and athlete signings creates unique opportunities for customers to engage with the brand on a personal level.
• Augmented Reality (AR): AR lets customers visualise products, explore designs, and interact with virtual elements, blending the online and in-store experiences seamlessly.

For traditional retailers, it’s all about consistency across channels, integrating technology, and creating personalised experiences. By blending online and offline strategies, you can stay connected to what your customers really want.

Rob Rand with Knobby's Ambassador Caroline Buchanan

Can you elaborate on how you personalise the customer experience across different touchpoints (website, app, email)?

Personalisation is a big focus for us at Knobby. It’s all about making every interaction feel thoughtful and relevant, so our customers know they’re more than just a number.

• Website: We use data-driven algorithms to offer product recommendations that match what customers have browsed or bought before. Even the banners and landing pages adapt to their preferences, making it feel like the site was designed just for them.
• Member Portal: Our portal keeps things seamless. Customers can manage their subscriptions and get personalised notifications about new designs and exclusive offers that suit their tastes.
• Welcome Packs: Joining Knobby means more than signing up. Every new member gets a curated welcome pack with a personalised membership certificate, branded keyring, sticker set, and water-resistant bag. It’s our way of saying, "Welcome to the family!"
• Email: We tailor our emails to where customers are in their journey. Whether they’re new subscribers, long-time members, or one-time buyers, they get content that feels relevant, such as sneak peeks or early releases.

We make sure every touchpoint feels personal. It’s this kind of attention to detail that helps us build stronger connections and lasting loyalty.

What are your thoughts on the future of subscription models, especially in the context of evolving consumer preferences?

Subscription models and subscription businesses are changing, as customer expectations evolve, and it’s exciting to see where they’re headed. At Knobby, we think their future comes down to three key areas:

• Flexibility: People want control. Whether it’s pausing, skipping, or customising their underwear and socks, offering this kind of flexibility is a must to keep customers happy. 
• Personalisation: Subscriptions can’t feel one-size-fits-all anymore. Tailoring what we offer to match individual preferences and habits will be what sets great subscription services apart.
• Community Building: Subscriptions aren’t just about convenience anymore; they’re about creating a sense of belonging. Brands that can foster a real community, like we do with the Undie Club, will build loyalty that lasts.

For us, it’s about making sure subscriptions feel less like a transaction and more like an experience that customers genuinely enjoy and value.

Can you share what the audience can expect to hear from you at eTail Australia and what excites you about this event?

At eTail Australia, I’ll share Knobby’s journey and how my leadership style has evolved over the years to meet the challenges of a growing brand. I’ll join discussions on sustainability, including practical ways to bridge the gap between consumer intentions and actions, making ethical shopping accessible and appealing. I’ll also participate in a live Ask-Me-Anything session, where I’ll share strategies and leadership lessons that have driven Knobby’s success.

I’m excited to share insights on how brands like Knobby can set industry standards while staying true to their purpose. It’s going to be great to exchange ideas and explore the future of eCommerce.

Inside Knobby's HQ

Want to know the inspiring story behind his unconventional path to creating his underwear business from scratch? Here's how you can hear from him first-hand! Join Rob Rand and other retail legends on 25th February, at 5:20PM in a Founders' Stories Panel and understand how he has taken Knobby to where it is today.