The Briefing Room opened it's doors on September 22, 2012. We wanted to create a place where men could buy top quality products from the best designer brands from around the world. We set up shop on Whyte Avenue in Edmonton's trendy Old Strathcona district. The Briefing Room specializes in men's underwear but that is not all. We carry Men's lounge wear, men's sleep wear, men's swim wear, men's socks, men's skin care, men's shaving products, wallets, ties and other accessories designed with men in mind. When it comes to socks and underwear we have the largest selection of men's underwear and socks in Edmonton. We try our best to provide an environment where any man (or woman) can feel comfortable, secure and confident in there shopping experience. We take everything out of the box so you can see and feel exactly what you are buying.Our Knowledgeable associates are always here to help you with no pressure. We look forward to being able to bring our top quality standards to our online shoppers as well. In 2013 The Briefing Room was voted Best Men's Clothing Store in Edmonton from Vue Magazine readers.
Segment From Edmonton's Breakfast Television on CityTV
Article From Edmonton Journal
Men's underwear is funky and fun at The Briefing Room on Whyte Avenue
EDMONTON - You won't find any dull drawers at Whyte Avenue's newest men's boutique, The Briefing Room.
Inside, the racks are lined with glowstick-coloured skivvies. Some are splashed with fun prints of skulls and pin-up girls, while others are patterned with icons of mobile phone apps.
Owner Steven Townsend has never been a fan of monotonous men's underwear, which usually come in depressing shades of white, grey and black. Forget tightie whities: ever since he was young, the 30-year-old entrepreneur has been on the hunt for tightie brighties.
And so he wondered: If women can easily buy funky panties in crazy neon colours, why can't guys?
I just wanted variety. Like, not just the plain old boxer. Any kind of print. Anything, Townsend says as he reclines into one of his store's sophisticated leather couches, exposing some flashy lime green dress socks.
Women can go shopping at Victoria's Secret and La Senza, not to mention how many boutiques on 124th Street, so we just thought guys need something, too.?
Townsend got the idea to open a men's only store after he saw a similar one in Vancouver. He took the idea to three of his co-workers, Robert LeBlanc, Denna Gates and Darren McPherson from his previous restaurant job, who immediately fell in love with the idea of giving guys a fun place to shop for more intimate items.
The Briefing Room (10151 82nd Ave.) opened on Sept. 22 after about a year of planning. Aside from selling underwear, the store also carries men's sleepwear, socks and skin care such as shaving cream and lotion.
I personally think it provides a more comfortable environment for guys to shop in,?he says, noting how most men wouldn't feel comfortable shopping for underwear or skin care in a big box store.
We've had guys come in here and share some pretty intimate issues with us, medical conditions or whatever, looking for a certain kind of underwear that won't, you know, hurt them. I don't know how comfortable they'd feel doing that somewhere else.
The Briefing Room's briefs are ordered in from all over the world. Townsend says they come from as far as France, Sweden and Brazil, but he also brings in Canadian stock as well. Each pair of underwear ranges from $14 to about $60.
Townsend even carries some plain-Jane undies, too. If they're black or white, though, he makes sure they're a top-quality product that is comfortable and offers support.
Running a store is new to Townsend. With no retail or business experience under his belt, he was a bit nervous at first, but he believes he's found a niche here in Edmonton.
Should business take off, he hopes to expand elsewhere in the city, such as 104th Street downtown.
Read Amanda Ash and Marta Gold?s blog, The New Black, at edmontonjournal.com/blogs.