Why Is Fruit Of The Loom Exiting North American Wholesale?
While Fruit of the Loom has been a wholesale staple in North America for years, the shift is all about brand consolidation. By centering on Jerzees, Fruit of the Loom, Inc. aims to create a unified product assortment under one powerful label. This move allows the company to provide a one-stop shop that meets a variety of quality levels, all under the Jerzees name.
According to Jeff Traen, Sr. Director of Marketing, “Our decision to exit the North American wholesale channel with Fruit of the Loom reflects our commitment to creating an enhanced Jerzees portfolio that meets all our customers’ needs in one place.”
The company’s shift also makes sense financially. By focusing on Jerzees and retiring the Fruit of the Loom wholesale channel in North America, Fruit of the Loom, Inc. can direct its investments toward boosting Jerzees offerings. The brand has already received upgrades in product development, marketing, and brand image—positioning it as the leading choice for wholesale in the region.
2025 Transition Period: Smooth Sailing For Wholesale Customers
For decorators who rely on Fruit of the Loom products, there’s no need to panic. The transition will be gradual, with products remaining available to wholesale customers throughout 2025. This phase-out approach gives decorators and wholesalers time to adapt, and some beloved Fruit of the Loom styles will even be repositioned under the Jerzees label, ensuring continuity for loyal customers.
Distributors across North America, including American T-Shirt Co., One Stop, Inc., and Wholesale Printables, will continue to stock Fruit of the Loom items through 2025, so decorators can access their favorite products without any immediate disruptions.
Why Jerzees? A Look At The Brand’s Growing Role
Fruit of the Loom, Inc. has been preparing Jerzees for a larger role in the North American wholesale market. Over the past few years, the company has invested heavily in the brand to make it a versatile, high-quality option that can handle a range of demands across garment decoration, branded merchandise, and t-shirt printing.
The focus on Jerzees means decorators can expect a streamlined selection with diverse options in quality and price points, making it easier to meet the specific needs of their clients. For those who’ve relied on Fruit of the Loom, this shift brings more of the styles and quality levels you love—just under a new name with fresh branding and a consolidated lineup.
What’s Next For Fruit Of The Loom?
Fruit of the Loom isn’t disappearing altogether. Although it’s exiting the North American wholesale market, it will remain available globally through retail and e-commerce channels and in wholesale markets outside North America, especially in Europe. Decorators and print shops across international markets will still have access to their favorite Fruit of the Loom products, and the brand will continue to be a popular choice for retail buyers around the world.
This dual-market approach lets Fruit of the Loom, Inc. keep a presence in retail and wholesale channels worldwide, while Jerzees becomes the primary wholesale focus in North America.
Key Takeaways For Decorators And Print Shops
The Bottom Line
Fruit of the Loom’s decision to exit North American wholesale and refocus on Jerzees is a strategic move that underscores the company’s commitment to streamlining and enhancing its product offerings. This shift gives decorators and branded merchandise professionals access to a revamped, comprehensive Jerzees line that covers a broad range of styles and quality tiers.
For decorators, this pivot doesn’t spell the end of their go-to products. Instead, it opens up new opportunities under the Jerzees banner, with familiar styles rebranded and revitalized to meet the evolving needs of the North American wholesale market. As the transition takes place, one thing’s clear: Jerzees is set to become a powerhouse for garment decoration and branded merchandise professionals across North America.
