The L'eggs Revolution

In 1969, Hanes introduced L'eggs—pantyhose sold in distinctive egg-shaped containers at supermarkets and drugstores. This radical new approach to hosiery distribution transformed the industry and became one of the most successful consumer products of the 20th century.

Before L'eggs: Department Store Hosiery

Traditional hosiery buying was inconvenient:

• Department stores: Hosiery sold at dedicated counters
• Sales assistance: Clerks helped with sizing and selection
• Limited hours: Only accessible during store hours
• Special trip: Required visiting the hosiery department
• Premium prices: Service and location added cost

Running out of pantyhose meant planning a shopping trip.

The Insight

Hanes realized something obvious in hindsight:

• Women shop weekly: Supermarkets and drugstores visited regularly
• Impulse opportunity: Pantyhose could be grab-and-go
• Self-service possible: Simple sizing could eliminate clerks
• Mass production: Volume could lower prices
• Convenience wins: Easy access beats department store prestige

The Egg: Brilliant Packaging

The egg-shaped container was marketing genius:

• Memorable: Instantly recognizable shape
• Compact: Fit on small display racks
• Protective: Kept pantyhose from damage
• Playful: Invited touching and handling
• Gift-ready: Looked premium despite low price

Designer Roger Ferriter created one of packaging's most iconic shapes.

The Boutique Display

L'eggs didn't just change packaging—they changed retail:

• Own display: L'eggs provided free-standing "boutiques"
• Prime placement: Near checkout for impulse buys
• Rotating rack: Easy browsing, small footprint
• Stocking service: Hanes reps maintained displays
• Guaranteed sales: Unsold product taken back

Stores had no risk—L'eggs handled everything.

Simple Sizing

L'eggs simplified the complicated world of hosiery sizing:

• Height/weight chart: Easy-to-read guide on display
• Limited options: A, B, Queen sizes covered most women
• Color coding: Egg color indicated shade
• No expert needed: Women could self-select

Department store complexity replaced with supermarket simplicity.

The Launch

L'eggs launched in 1969 with massive marketing:

• TV advertising: "Our L'eggs fit your legs"
• National rollout: 95,000 retail locations by 1971
• Price point: $1.39 per pair (about $11 today)
• Quality claim: "No more bagging, sagging, or wrinkles"

Explosive Success

L'eggs became the best-selling hosiery brand in America:

Growth from $9 million to $350 million in just five years.

Industry Disruption

L'eggs devastated traditional hosiery channels:

• Department store decline: Hosiery counters shrunk or closed
• Brand consolidation: Smaller brands couldn't compete
• Copycat products: Competitors rushed to supermarkets
• Price pressure: Mass distribution lowered industry prices
• Sales job losses: Hosiery clerks became unnecessary

Marketing Innovation

L'eggs pioneered modern consumer marketing:

• Direct store delivery: Hanes controlled distribution
• Rack jobbing: Manufacturer maintains retail displays
• Category management: Brand owns entire product category
• Trade promotion: Guaranteed sales removed retailer risk

These techniques spread to many other consumer product categories.

Product Evolution

L'eggs expanded from basic pantyhose:

• Sheer Energy: Support/compression line
• Silken Mist: Ultra-sheer luxury
• Control top: Shaping options
• Knee highs: Shorter format
• Seasonal colors: Fashion shades

Environmental Controversy

The iconic egg had a dark side:

• Plastic waste: Millions of eggs ended up in landfills
• Not recyclable: Mixed materials hard to recycle
• 1991 change: Egg replaced with cardboard
• Consumer outcry: Many missed the egg
• Craft uses: Eggs were popular for DIY projects

The egg's elimination marked the end of an era.

Legacy

L'eggs transformed retail beyond hosiery:

• Convenience model: Proven formula for grocery distribution
• Brand building: Packaging as brand identity
• Consumer behavior: Changed how women shop for basics
• MBA case study: Taught in business schools worldwide

L'eggs Today

L'eggs remains a major brand under Hanesbrands:

• Still #1: America's best-selling hosiery
• Cardboard packaging: No more eggs
• Expanded distribution: Online, mass retailers
• Budget position: Value-oriented pricing