Pictured: Models wear items from Brief Tales.
David Searle was a computer programmer who created a Web site in the mid-1990s, and he decided to sell men's underwear.
"I found a supplier who sold me $100 worth of men's briefs and I sold them on the Internet. So then I bought another $100 worth; and sold them, too. And I just kept building up my business until it is what it is now," said Searle, a gay Chicago-based businessman.
Today, his company—Brief Tales, a division of New Hope Products—is 10 years-old and has grown from $100 in annual sales to nearly $100,000.
"I wanted the business to be this big, but I never thought it would be," Searle said
A reason for Brief Tales' success is partially attributed to the personalized service, he said, plus a variety of products and his willingness to show the products.
His Web site is loaded with perfectly sculpted models wearing nothing but underwear.
Only a few products are covered/altered in the front, thus not showing full-frontal nudity, he said.
"We started offering men's underwear in 1996 and have been selling it online ever since," Searle said. "Over the past few years we've grown from selling one line of men's underwear to the many and varied styles and models of underwear that we currently offer.
"Our mission is to offer quality men's underwear at reasonable prices with outstanding customer service, and, to deliver orders placed within a reasonable period of time. We realize that you can buy your underwear at just about any retail store or online, so we strive to offer quality merchandise, prompt delivery, competitive prices, excellent customer service and convenience."
Brief Tales offers more than 30 brands, including 2 ( x ) ist, BunnG, CIN2, Davidoff, Jocko, N2N, NYPD, Unico and XXX. His styles range from athletic to briefs to boxers to erotic to leather, mesh, padded, pouch shorts, silk, thongs and women's panties.
His largest client bases are in Florida and New York, and he also sells plenty to remote corners of the United States and beyond. Less than 10 percent of his orders are to the Chicago area.
The most popular offering from Brief Tales is the Greek mesh bikini, followed closely by Joe Snyder line of underwear/swimwear, specifically the Joe Snyder bikini.
"It really has been a fun business," said Searle, who usually works dressed in underwear and a T-shirt.
Oh, yeah, it's a home-based business, which certainly helps his casual dress code.
Items are shipped worldwide by Brief Tales to at least 10 countries every week, Searle said.
Searle makes no bones about his sexy Web site. "I think that's the way underwear should be sold," he said. "I don't mind if someone comes to my site, looks around and doesn't buy anything. I really don't mind that because I know, eventually, they will tell someone else about my site, even if it's just an e-mail to someone else. And that [ other ] person may go to the Web site and buy things."
But what's up with the models?
"Boy, they're nice, aren't they?!" Searle said, laughing. "I get models from everywhere. I've been pleasantly surprised with the response to the link on the Web site for those interested in modeling."
He also has posted ads online for models and offered modeling jobs to men he's seen at bars and restaurants. "I have no problems approaching guys to model," he said.
Searle said he is planning to expand his line of brands and products in 2009 and, hopefully, open a retail store in Boystown.
His business, though, is geared for the 98 percent of the world that wears underwear—not just gay clients.
See www.BriefTales.com .
