Alexium International Group partners with Benwel
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Alexium International Group partners with Benwel
Apr '17
Courtesy: Alexium
Courtesy: Alexium
Alexium International has launched a partnership with Benwel, a South Carolina based uniform developer, to introduce an FR undergarment for the auto racing industry treated with both Alexiflam and Alexicool technology. Benwel is likely to launch the product in the second half of 2017 to target several racing segments such as NASCAR, Indy Car and Sprint Cup.
Alexium is finalising specifications of the product as requested by Benwel. Following which, Benwel will commence presenting the product to the end customers before formal product launch and sales this year. The unique combination of both FR and PCM in one garment makes this a very compelling new product line for the high-performance auto racing industry, a release from Alexium said.
Benwel will commence targeting NASCAR with an expected product launch in the second half of 2017 and expanding into other racing segments such as Indy Car, Sprint Cup, and the fast growing UTV segment, growing this to a multi-million-dollar opportunity for Alexium. The sales value of this market to Alexium is likely to be over US$ three million by mid-2018. 
President of Benwel, Roger Benjamin, said, "Automotive racing is an industry that completely revolves around performance and the expectation for their safety equipment is no different. The success of Alexicool in the bedding market and the strong market validation of Alexiflam has fuelled the opportunity to co-develop similar features for sports apparel to launch a new product line for the fall of 2017."
Deputy CEO of Alexium, Dirk Van Hyning, said, "Partnering with an organisation with significant experience in the auto racing industry will greatly increase visibility into the marketplace and accelerate Alexium's time to market. As Alexium continues to broaden its FR and PCM technology platforms, the FR Protective Clothing and Sports Apparel markets are logical next steps in carving out Alexium's foothold in performance apparel." (SV)

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