HUNTINGTON BEACH, Calif. — Roxy, Quiksilver’s surf-inspired junior brand that racked up $647 million in sales last year, is getting a big sister.
Next fall, under the parent brand, Quiksilver will kick off a young contemporary line aimed at 18 to 24 year-olds who outgrew Roxy, as competitors in the action sports industry, such as Nike-owned Hurley, boost the fashion quotient in their women’s divisions and Roxy skews even younger by introducing infants’ clothing. In addition, Quiksilver aims to extend its roots out of board sports into a global arena with more general appeal.
“The biggest challenge is fast fashion,” said Quiksilver president Bernard Mariette at Quiksilver’s headquarters here.
Declining to disclose Quiksilver’s investment and sales forecast for the new women’s initiative, Mariette is bullish that the 118 styles in the first collection — including a sheer top retailing for less than $100 that conjures a banker’s shirt mixed with a peasant blouse, $89 gray-tinted skinny jeans and a $120 silk minidress — will attract women in their 30s and 40s as well.
“It has the potential to be as big as Roxy,” he said.
For complete coverage, see Friday’s issue of WWD.