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Catching the Waves in Times Square

Quiksilver catches a wave in Times Square…Detroit’s new hip…Ben Sherman’s revival.

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NEW YORK — The beach may be a distance away, but the surf gear isn’t.

Quiksilver, the Huntington Beach, Calif.-based surf brand, opened its second Manhattan store last week in the crossroads of the world. The Times Square store, called the Quiksilver Boardriders Club, features 3,300 square feet of selling space, with a 20-foot wave wall of video screens showing high-impact surfing, skating and snowboarding images.

Company executives said they chose Times Square because of the more than 30 million people attracted to the area on a yearly basis. With illuminated signs outside to mesh with the brightness of Times Square, the store also features a gaming kiosk where customers can play Tony Hawk Pro Skater and Kelly Slater Pro Surfer video games. It carries a comprehensive product mix of clothing and accessories from the Quiksilver young men’s, Quiksilver boys’, Quiksilveredition, Roxy and Raisins lines.

“Times Square is the world’s melting pot, a place where tourists and New York City locals alike flock to experience the latest trends and fashions from across the United States and around the globe, making it one of the world’s preeminent retail locations,” said Bob McKnight, chairman and chief executive officer of Quiksilver Inc. “Our new Boardriders Club in Times Square is yet another significant step in our development, as we take our authentic message to a whole new audience.”

Designed by architect Steven Sclaroff, the Times Square Boardriders Club embodies a combination of contemporary and vintage designs, while projecting a modern beach feel. Under a canopy of 60 suspended surfboards inside the store, Sclaroff built the wave wall, which dramatizes the high-end video effects created by Phillip Owens and engulfs customers in the action, passion and thrill of boardriding. Owens has also directed and produced giant video walls for rock shows, including U2.

In business for more than 30 years, the newest store is an integral element of Quiksilver’s global branding and retail strategy. It is Quiksilver’s 69th company-owned Boardriders Club, joining 118 licensed stores and 100 more shops in licensed territories for a total of 286 Quiksilver Boardriders Clubs worldwide. The company’s first store opened in New York’s SoHo district in 1998, where it still stands.

This story first appeared in the April 3, 2003 issue of WWD.  Subscribe Today.

For the three months ended Jan. 31, the company reported net income shot up 112.8 percent to $6.6 million. Total revenues soared 30.7 percent to $192.1 million.

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