The CBR Fashion Holding, which owns brands Street One, Cecil and OneTouch, are entering into the men’s market with a new line Cecil Men. The collection, set to show to trade this May and launch at retail in mid-July, will consist of casual-wear with a sporty, “urban” aesthetic.

“The sporty-casual segment is the most attractive sector of men’s fashion,” said brand spokesman Sven Hofmann, who is confident in the new brand venture. Cecil Men is eyeing the male counterparts of the existing female Cecil customers, men aged 25 to 45 working full time, who have high demands for quality and are looking for relaxed everyday clothing - or have it chosen by their wives (it’s remains true that about half of men’s clothes are picked by their partners).

The first Cecil Men collection consists 75% tops (shirts, knitwear, sweats and jackets), and 25% denims and trousers, totalling 60-70 items in all, offered at the mid-price segment ranging from EUR 9.95 to EUR 35.95 for T-shirts, and EUR 49.95 to EUR 69.95 for trousers. There will be 12 monthly collections and an NOS system providing for additional deliveries within 24 hours. The initial roll-out is planned at 400 points-of-sale throughout Germany, the Netherlands and Austria with a push to Belgium and Switzerland in 2009. The goal is that Cecil Men be present at a minimum of 1,000 points of sale in 2010.

Photo: A look from Cecil Men