(Filed Under wholesale Men's Underwear News). Equmen has hired Alister McColl as chief executive officer as part of its growth strategy. From 2005 to 2008 McColl was an executive with Skins, an Australian sports apparel company. According to Equmen, during that three-year period he was instrumental in growing Skins from a sub-$1 million brand to a $40 million-plus brand through a mix of marketing tactics, product extensions and international expansion strategies.
“In many ways, Equmen is similar to Skins when I first began there,” McColl said. “[They offer and] innovative product, [a] slick brand and [fill] 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. I am immediately putting plans in place to accelerate programs across the entire business so Equmen can maximize its potential.”
The Australian men’s shapewear company is also deepening its presence in the U.S. market by launching this month in a Seattle Nordstrom. 30 Saks Fifth Avenue stores also carry the brand.
In other news, the company is bringing its signature compression to the men’s sock market. It has introduced Precision Socks. They run in one-size-fits-most and retail for $55.
“Whether you are sitting a desk all day, out on the golf course, traveling or simply on the go, often times your feet will feel achy or even swollen,” Gavin Jones, managing director of the company, said. “There is an easy solution: compression socks. Wearing compression socks on a daily basis can help increase blood flow, more evenly distribute muscle strain and help legs feel less fatigued.”
According to Equmen, the Precision Socks include cushioned support and are constructed using its Helix-mapping system. The company said, “This athletic-inspired technology wraps around the arch for extra support while precision fit fabric applies therapeutic pressures to help improve the flow of oxygen in the blood and remove toxins from the muscles, thereby relieving fatique and cramping. The sock as channels air, wicks moisture and boasts a reinforced construction designed to stay put.”
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