Giant is not just having a women line-up of bikes and things, they made a complete brand for it. A brand with ambassadors and riders like Marianne Vos dominating road and CX, Pauline Ferrand Prevot that is the new Vos +mtb and had Jolanda Neff who is the new dominating rider on mtb.
Was launched at Eurobike and here is a video from it:
jonas wwBlog 