Yorkshire family target the modern man with lifestyle website

A Yorkshire family have launched a new men’s lifestyle website that provides luxury products for the well-groomed modern man.

The entrepreneurial family have already invested £80k in avaj.co.uk, which currently has 41 product lines ranging from grooming, clothing, homeware and accessories.

Over the past twelve months, the product range has been designed, developed and procured, and there are also plans to expand the product lines further over the next year.

Products currently sold online include the brand’s own label underwear and contemporary grooming products, all of which are designed in their Bradford office.

The new lifestyle website is committed to supporting the UK manufacturing industry, as 90% of the company’s current product lines are made in the UK, including the firm’s grooming products range which is manufactured entirely in Yorkshire.

Supporting the website launch is a £24k marketing drive, which includes SEO, public relations and social media campaigns.

Tracey Denison, managing director, said: “We launched the website with the vision of providing a sophisticated, non-sexualised online environment in which gay men, their family and friends can buy gorgeous products beautifully wrapped for themselves and others which truly reflect their lifestyle, we wanted to create a shopping experience that made buying from avaj special.

“Whilst shopping online for presents for my gay son, Joe, we discovered there was a gap in the market for a sophisticated lifestyle products website which catered to this audience, moving away from the overt sexualisation often associated with designated web based retailers targeting gay men.

“The brand was conceptualised and created with our philosophy and ethics in mind, reflecting a more accurate understanding of our target audience, and with Joe, avaj operations director designing the entire clothing range.

“We are proud that 90% of the avaj product range is manufactured in the UK, and we aim to support the UK manufacturing industry wherever possible. This includes our grooming product range which is made entirely in our home county of Yorkshire, and contains popular products such as our Sandlewood Spray Mist Body Moisturiser and Mr Bright Eyes cream.”