On January 17, GSI Commerce announced it had signed SPANX to a multi-year agreement. GSI will provide the SPANX® brand with ecommerce technology, fulfillment and customer service for its unique line of form-fitting hosiery.

SPANX was founded by Sara Blakely, a former contestant on the Fox reality show, The Billionaire, where she finished in second place in pursuit of a three month gig as president of the Virgin empire.

SPANX products are carried at almost a dozen national retailers including Nordstrom, Bloomingdales, Lane Bryant, Saks. Partnerships like this, between manufacturers and a crew like GSI, is a great fit. The direct-to-consumer sales channel demands time and attention that many companies just can’t afford to manage in-house.

The new SPANX site is expected to go live this spring.