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Primal Wear acquires online women’s clothing retailer Team Estrogen

Published June 6, 2018

DENVER (BRAIN) — Primal Wear Inc. has acquired online women’s clothing retailer Team Estrogen and its Doyenne apparel brand.

Team Estrogen was founded in 1998 by Susan Otcenas and Jeff Mendenhall, and was one of the earliest industry players in e-commerce. The partners closed the business in September 2016, citing price competition and shifts in consumer behavior, among other factors.

Team Estrogen will now be led by Primal Wear executives Jessica Lozano, chief operating officer, and Shawna Edwards, chief financial officer.

“We are thrilled to begin this next chapter of the Team Estrogen brand and to provide the same level of attention and customer service with the focus on female cyclists,” Lozano said. “Team Estrogen has built an amazing community that deserves a company that cares for and is committed to serving them long into the future.”

Primal plans to continue the Team Estrogen online forums and provide a place for women to carry on discussion and meet new cyclists. The company will also create additional content and resources for the forums.

“We were so excited to work through this transition with our longtime partner and collaborator Primal. We have total confidence that they will continue our mission of bringing stylish and well-fitting apparel to every woman who wants to ride a bike comfortably while providing top-notch customer service and advice,” Otcenas said. “The energy, expertise, and excitement they bring to the brands will take Doyenne and Team Estrogen to the next level.”

In a press release, Primal noted that more than half of its employees are women, including five of its seven senior management team members.

For more information about Team Estrogen, visit

Topics associated with this article: Web/Internet

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