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.
“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
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye