EQUMEN(TM) Poised for Growth with Strategic Business Moves

By Equmentm, PRNE
Monday, April 12, 2010

New CEO, NFL star, and Nordstrom launch lead the way

NEW YORK, April 13, 2010 - After storming the men's market in 2009 with their health-improving
Precision Underwear(TM) 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
, 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
brand to $40 million plus through a mix of creative marketing tactics,
product extensions, and international expansion strategies.

"In many ways, EQUMEN(TM) 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(TM) 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(TM) 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(TM). 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(TM) 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(TM) 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.


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)

    Image Attachments Links:

Corie Chung, Marketing Director of EQUMEN(TM), +61-293322751, corie at equmen.com

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