MEDIA RELEASE PR39079
Equmen(TM) Poised for Growth with Strategic Business Moves
NEW YORK, NY., Apr. 14/Medianet International-AsiaNet/ --
New CEO, NFL star, and Nordstrom launch lead the way
After storming the men's market in 2009 with their health-improving Precision
UnderwearT compression range, EQUMEN(TM) is making a series of strategic moves to set
the company up for further growth. With the appointment of a CEO from a major
athletic compression brand, the launch at top-end retailer Nordstrom, and the signing
of an NFL star, EQUMEN(TM) is proving there are big plans for the brand.
"We had a very successful first year, achieving distribution in some of the
world's top luxury retailers, recognition across high-profile international media and
incredible customer feedback," says Gavin Jones, MD and Co-Founder. "This year it is
about strengthening our foundations and expanding our reach."
EQUMEN(TM) has kicked off the plan with the strategic hire of Alister McColl, a
seasoned executive from the sports apparel industry, as Chief Executive Officer.
Between 2005 and 2008, Alister played the lead role in propelling Skins, a market
leader in compression products designed for elite athletes, from a relatively unknown
Australian brand to a worldwide success distributed across major markets including
the UK, US, Japan, China, and Europe. Over the course of 3 years, Alister grew
Skins from a sub one million dollar brand to $40 million plus through a mix of
creative marketing tactics, product extensions, and international expansion
strategies.
"In many ways, Equmen is similar to Skins when I first began there", says Alister,
EQUMEN(TM) CEO. "Innovative product, slick brand and filling a real market need
gap."
"I believe Equmen has even greater potential given the brand's lifestyle
positioning and product benefits that can directly benefit the modern man's everyday
life", continues Alister. "I am immediately putting plans in place to accelerate
programs across the entire business so Equmen can maximise its potential."
One of Alister's first moves has been to grow EQUMEN'S brand ambassador profile by
signing NFL star Josh Bidwell, a punter for the Washington Redskins. "Our garments
are designed to bring sport insights to improve the life of the every man with
ergonomic support," says Alister. "Sportsmen get it immediately - partnering with
this community helps to educate every man on the benefits."
According to Josh Bidwell, "I am very excited to be involved with Equmen. The
product's support is very unique and comfortable while working out or for casual
wear."
Off the field, Josh has discovered that EQUMEN(TM) can also improve his golf game.
"I play golf regularly, and since wearing Equmen I've noticed a real improvement in
my core stability and rotational power."
EQUMEN(TM) is also expanding its U.S. department store distribution with an April
launch at Nordstrom in Seattle. "We are currently the #1 branded underwear at Saks
Fifth Avenue," says Alister. "Nordstrom attracts a similar customer - the man that
takes care of himself and is looking to put his best foot forward. We see Nordstrom
as the ideal retail partner for Equmen to expand reach with our core target."
As EQUMEN(TM) is already demonstrating, this brand is setting itself up to become
a serious contender in the global men's underwear market.
About EQUMEN(TM)
Founded in April 2007, EQUMEN(TM) specializes in scientifically designed advanced
men's undergarments and accessories. Equmen(TM) products are available at
international luxury retailers including Saks Fifth Avenue, Nordstrom and Neiman
Marcus - US, Selfridges - UK, Brown Thomas - Ireland, Holt Renfrew - Canada and David
Jones - Australia.
Visit www.equmen.com to learn more.
For further information or media samples please contact:
Corie Chung
Marketing Director – Equmen(TM)
+61 293322751
corie@equmen.com
SOURCE: EQUMEN(TM)
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