By  on December 11, 2013

LOS ANGELES — Former Quiksilver veteran Steve Tully last week was appointed president of luxury swim brand Vix Paula Hermanny. Tully, a 30-year veteran of the action sports industry, will oversee the development of the Vix and Sofia brands in the U.S. with overall responsibility for the North American business.

“I was looking for a $30 million to $70 million private company in the outdoor active space, with a focus on finding a brand whose potential is much greater than their level of business,” said Tully. “I think Vix has tremendous potential globally.”

Tully served in a succession of senior management positions at Quiksilver spanning 23 years including global president of Roxy; president of the Quiksilver brand, and wholesale president of the Americas. He brings extensive swimwear experience to his new role having served as executive vice president and general manager of The Raisin Co. and having launched Roxy’s junior swimwear business.

A former Quiksilver colleague, whose wife is a designer at Vix, introduced Tully to Hermanny. “I was impressed at how Paula persevered through the recession and maintained that level of exclusiveness,” Tully said. “Of course the ability to trade at the luxury level was something that attracted me to the job.”

Tully’s first order of business is streamlining operations and making sure all company platforms such as the Web site address a global audience. Vix plans to launch ready-to-wear in the second half of 2014 and is laying the groundwork for expansions into accessories, footwear and fragrance.

Hermanny, a native of Brazil, founded the brand in San Diego in 1997. In 2003 she launched the younger line Sofia by Vix. Today, both brands are carried in nearly 500 retailers worldwide including Bergdorf Goodman, Net-a-porter and Saks Fifth Avenue, with an additional 300 points of sale in Brazil, where the first Vix retail store opened in October in Rio de Janeiro.

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