NEW YORK — With the spring launch of its Quiksilver Edition Santa Monica line, Quiksilver provided the 25- to 40-year-old surfer with something to wear. Now the Huntington Beach, Calif.–based surf company is providing them with somewhere to wear it: a community space on Abbott Kinney Boulevard in Venice, dubbed Quiksilver Edition Mission.
The 1,800-square-foot meeting place opened its doors in the bohemian neighborhood earlier this month, offering a range of lifestyle programs for the Quiksilver Edition Santa Monica guy.
Classes and events include yoga for surfers, wine tasting, live local music and theater—“anything that addressees the multidimensional lifestyle of the guy that wears Quiksilver Edition Santa Monica,” explained Josh Katz, head of communications for Quiksilver Brands, who has spearheaded the project.
Although the Mission doesn’t offer any Quiksilver Edition Santa Monica pieces for purchase, it does display merchandise throughout the space and offers Web kiosks for those interested in buying something from the line. More importantly, said Katz, the Mission serves as a marketing tool for the brand, which was recently revised to include Santa Monica, a collection that addresses the underserved surf consumer who sits between the younger-skewed Quiksilver and its aging parent, Quiksilver Edition. Katz expects to export the Mission to other cities including San Francisco, each with their own specific community-related events. He also believes the community-space concept is viable for other Quiksilver brands.
Of course, noted Katz, Quiksilver would be remiss not to use the Mission as a litmus test for possible future retail outposts. The company has made no secret of its interest in growing that segment of the business, as it continues to seek out a president of retail. On a recent conference call discussing the company’s second-quarter results, Quiksilver’s chairman and CEO Bob McKnight called retail “such a meaningful part of what we have going,” adding that Quiksilver has “even more ideas about [retail] coming up.”
Also on that call, Quiksilver executives acknowledged the difficult hard-goods business, reporting a second-quarter loss for the three months ended April 30.
Earnings were down $4.8 million, or 4 cents per share, versus a gain of $3.7 million in the same period last year. Revenues for the quarter, which were carried by the company’s apparel brands, were $603.8 million, up 17 percent from $516.9 million in the second quarter of fiscal 2006.
Although Quiksilver’s apparel brands—Quiksilver, DC Shoes and Roxy—were up more than 17 percent, the company’s equipment brands—ski brand Rossignol and golf label Cleveland Golf—showed a 4 percent decrease during the second quarter.
McKnight said the company has “taken aggressive action to improve the efficiency of the hard-goods business,” adding that Quiksilver is “looking at all strategic possibilities to accomplish this.”
Still, he remained optimistic about the potential of a lifestyle apparel business under Rossignol, adding that “some cooperative weather” would enable Quiksilver to get that piece of the business up and running in the U.S.
By region, Quiksilver’s European revenues were up 24 percent to $268.8 million, versus $217.1 million during the same period last year. The company’s American revenues grew to $279.8 million, up 12 percent from its $250 million in the second quarter of fiscal 2006.
Quiksilver maintained its full-year 2007 earnings outlook of $2.5 billion, with diluted earnings per share of 53 cents, but noted its quarterly estimates would shift earnings per share of 3 cents from the third quarter to the fourth quarter.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews