LOS ANGELES — The world of Roxy, the $400 million sister of board sports behemoth Quiksilver Inc., is about about to get bigger.
Steve Tully, global president of the Huntington Beach, Calif.-based Roxy brand, said plans are under way to relaunch its contemporary division, expand the activewear and interior decor categories and even add signature nutritional bars to a growing catalogue of products. Recently, the company revealed plans to introduce Roxy branded skis, and it is in talks to reenter the beauty arena with skin care and fragrance.
"These are great opportunities and, most importantly, they're good for the brand," Tully told WWD.
Roxy is still hammering out launch dates, names and prices for some of the new categories, he said, although skin care and fragrance could be released in 2006. Rollouts of ski apparel, energy drinks and protein bars, as well as rugs, bedding and other offerings under the Roxy Room label, are expected next year.
Tully said a more focused activewear line is at least a year away.
The contemporary collection, which will include Roxy in the name and target 21- to 35-year-old women, will bow in 2007.
Quiksilver started Roxy in 1990 and has nearly tripled the division's annual sales in the past five years. Roxy's ambitions parallel Quiksilver's wider goals to stretch beyond its board sports roots, as demonstrated by its recent acquisition of French ski maker Skis Rossignol SA.
In recent years, the Roxy design and marketing teams have underscored their attempts at "aging up" the look of the brand, from merchandising to advertising.
Contemporary and beauty are not new directions for Roxy. And the megabrand, which has appeared successful in most everything else it's tried, can learn from its previous attempts.
In 1998, Roxy tried to launch a signature scent, sun care items and lotions. Two years later, it introduced the contemporary sportswear line Alex Goes.
But Tully conceded Roxy lacked the infrastructure and expertise to properly run the fragrance line, and the already beleaguered Alex Goes was closed in a rough retail environment following the terrorist attacks of Sept. 11, 2001.The new contemporary line will pick up where Alex Goes left off, Tully said.
As previously reported, Quiksilver has been in talks with L'Oréal SA for a fragrance. Tully declined to comment, though he said Roxy will team with a major beauty player.
Analysts said Roxy has a chance to succeed in these expanding lifestyle categories because the brand is strong and the surf lifestyle is popular.
Christy Lowe, who follows action sports companies for USBX Advisory Services LLC in Santa Monica, Calif., said Roxy actually occupies so much space in specialty surf shops that it needs to expand to other retailers and other categories to help further its growth.
Vera Van Ert, an analyst for Los Angeles' Wedbush Morgan Securities, said the new contemporary collection would fill a void for maturing customers who might find the core Roxy group skews too young.
Yet Sharon Lee, co-president of research and consulting company Look-Look Inc. in Hollywood, said retail presentation is particularly critical.
Competing against numerous women's fashion brands, a fledgling label must offer a complete, defined experience through which shoppers can consider its assets, Lee noted. "It could be stores within stores; it doesn't necessarily have to be their own stores."
@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