Home / Knowledge / News / Apparel/Garments / New CEO, NFL star & Nordstrom launch lead the way
New CEO, NFL star & Nordstrom launch lead the way
14
Apr '10
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.

EQUMEN


Must ReadView All

Courtesy: BekaertDeslee

Textiles | On 23rd Oct 2017

BekaertDeslee to expand North American facility

BekaertDeslee, one of the largest manufacturer of mattress textiles...

Courtesy: A&E

Textiles | On 23rd Oct 2017

A&E unveils Magic using Repreve sewing thread

American & Efird (A&E), a leading developer of industrial and...

Courtesy: Messe Frankfurt

Textiles | On 23rd Oct 2017

Over 4,000 exhibitors attend Intertextile Shanghai 2017

Another successful Intertextile Shanghai Apparel Fabrics has wrapped...

Interviews View All

Siddharth Biyani
Mangalam Industries Pvt Ltd

‘The manufacturing sector is improving day-by-day, becoming better in...

Angelina Francesca Cheang
MY ANJE

'Consumers in the age-group 21 to 38 are driving the activewear trend'

Darshan Mehta
Infinium Polychem

We are spending double digit figures on R&D

Ravindra Jain, Ashish Baid

Oswal Prints Private Limited has been manufacturing and exporting ethnic...

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

October 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
77.1%
No
12.9%
Skip
10.0%

Total Votes: 70

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.4%
No
28.6%
Skip
10.0%

Total Votes: 70

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
85.7%
No
10.0%
Skip
4.3%

Total Votes: 70

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
75.7%
No
11.4%
Skip
12.9%

Total Votes: 70


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search