easyGroup to exploit anti-terror security

The easyGroup is further extending its easy4men brand with the launch of a new travel pack, hoping to capitalise on new restrictions on luggage size and content at European airports.

The easy4men brand took a knock when Boots opted to withdraw the range of the male grooming products from its shelves. Boots was the sole distributor of the brand, launched in 2004.

Sir Stelios Haji-Ioannou, the group’s founder who will initially have the sole responsibility of marketing the new launch, says: "The recent changes in the amount of liquids you can take through security at airports in your hand luggage has created a great niche for our brand."

The group is understood to be in final negotiations before announcing the launch of the travel packs, which will be sold in capacities of less than 100ml to meet the new European rules.

In response to concerns over terrorism, passengers boarding planes in the EU are barred from carrying liquids in containers of more than a 100ml capacity. Those containers must also be a resealable, transparent bag.

Sir Stelios adds: "We are combining the great value for money with innovation and the travel heritage of the brand to make a small difference in the lives of frequent travellers."

The easyGroup has a portfolio of 16 brands, which have had mixed success, though all continue to trade.