French home improvement retailer Leroy Merlin has launched boxer shorts designed to end plumber's smile at its store in Saint-Berthevin.
The specialty underwear is sold for €9.90 a pair and has been placed proudly right at the entrance of the store located near Laval in the Mayenne department of northwestern France.
Local news station ICI Mayenne reported that the Saint-Berthevin store is currently the only Leroy Merlin location in France to stock the product. The item is not available to buy on the company website.
Plumber's smile, also known as builder's bum or plumber's crack, is an informal phrase describing the unintended exposure of the rear waistline when bending down during physical work. Leroy Merlin is one of Europe's largest home improvement and hardware store chains, operating major retail branches across France.
Design features and pricing
Thomas Grassin, a management controller at Leroy Merlin, explained that the underwear was introduced to help workers remain comfortable and maintain their dignity while carrying out DIY tasks.
Grassin noted that the garment features a custom cut distinct from standard shorts. The fabric extends higher up around the stomach and the upper back to ensure coverage when the wearer bends over.
The anti-plumber's smile underwear is currently offered exclusively in grey. Customers can purchase the garment in sizes ranging from medium to extra large, with each pair priced at €9.90.
Viral success in Portugal
The retailer originally developed the model in Portugal, where the garment became a viral sensation across social media platforms and online channels in recent months.
Following the positive consumer response in Portugal, the company selected the Mayenne store to test demand in the French market.
Retail placement in Mayenne
Saint-Berthevin is a French commune situated on the immediate western outskirts of Laval, the departmental capital of Mayenne in the Pays de la Loire region.
Store staff at the Saint-Berthevin branch have given the product prime visibility, setting up prominent displays near the main doors to catch the attention of shoppers as they enter.
The retailer has not announced whether the anti-plumber's smile underwear will eventually be rolled out to additional French stores or made available through online ordering.
