New CEO, NFL star & Nordstrom launch lead the way
After storming the men's market in 2009 with their health-improving Precision Underwear compression range, EQUMEN 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 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 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 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 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 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 is already demonstrating, this brand is setting itself up to become a serious contender in the global men's underwear market.