By  on May 16, 2013

Historically focused on the more rugged gender, skin care line, Anthony Logistics for Men, has changed its name to Anthony and is expanding its horizons.

The company, which is in major revamp mode, is taking on new categories including women’s, prestige body care, the masstige market and the intimates category. “We started off as a single-branded company with the idea to grow the business into a portfolio and diversify ourselves,” said Anthony Sosnick, founder and president, adding that Anthony products are carried at about 2,500 retailers across 25 countries. “I love the men’s business, but the women’s and gender-neutral [categories] are much larger.”

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