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~ PostNL ~

BELIEVE

IN YOUR

CONCEPT

FROM DAY

ONE WINNER

Text: Sanne Leenders // Photos: ON THAT ASS, Creativology.pk LAST-MILE

“More than five years ago, the idea arose to supply boxer shorts on a subscription basis.
We already had experience in the subscription industry at that time. Together with my
partner Maurice van Hoek, we further developed the idea. It had to be something unique,
an exclusive design that was only announced upon delivery and we wanted to offer the first
boxer shorts for free. This was so that members had the opportunity to try out the boxer
shorts before making a commitment,” says Jorn Besselink, Director of ON THAT ASS.

This concept could only be further developed with the shorts on the doormat is great,” Jorn continues.
perfect quality and price ratio. So that the first free
“boxer shorts wouldn’t be the last,” Jorn adds. What distinguishes your brand or concept from
others?
And we succeeded, with more than 300,000 active “We are not just a subscription, but it is also about the
members, we appear to have found the golden formula for experience and the story around it. Where we used to focus
success more than five years ago. This first concept is no more on conversions, branding is now just as important.
longer deviated from. In addition to the best quality and Members must remain members. What we offer is much
the unique designs, there is also a large market, not only more than just a boxer short subscription, but a gift for a
nationally but also internationally, and the need for boxer man. Online games, special editions, socks, stickers, masks

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