From the Volcom x GMJ collection


Skateboarding takes a decidedly retro vibe with the first in a series of collaborations between Volcom and brand ambassador Georgia May Jagger.

The model, who inked a multiyear deal with Volcom last year, is part of the Kering-owned company’s aim to expand its reach in the women’s business. Executives say the company has already seen success since initially linking with Jagger, including resonating with a broader audience and signing new accounts such as Topshop.

“Georgia has allowed us to reach a much broader audience and a broader consumer but from a very authentic point of view,” said Lyndsey Roach, Volcom’s global head of the women’s business. “She naturally connects to skateboarding, art and music.”

Roach’s hire, along with the deal with Jagger, were among some of the initial strides made under chief executive officer Todd Hymel, who joined the company in late 2015.

An executive dedicated to the growth of women’s paired with a stronger design point of view as told through the lens of Jagger have been key steps taken in 2016, Hymel said.

The 15-piece collection done in collaboration with Jagger and set for launch Wednesday builds off of those initiatives, the ceo said. The collection is athletic-inspired, taking cues from Nineties skateboarding and street style. Pieces from the collection retail from $32 to $101.50.

Fall will be followed by a collaboration done with Jagger for the company’s more elevated Stone Row women’s label, set for an August launch. There is also a holiday collaboration planned with the model due to roll out in November and a spring collaboration launch in February in the works.

“Men’s has always been a majority of the business and still is today,” Hymel said. “We see that the opportunity with women’s can definitely take on a more substantial piece of the business.”

Men’s represents roughly 75 percent of overall sales and Hymel said he’d be happy if women’s eventually grew to account for about 50 percent, although he said he doesn’t have a specific goal set for the division.

Overall, the U.S. market is still challenged by retail’s woes, Hymel said, but there appears to be plenty of opportunity globally.

Volcom over the weekend opened its first European flagship in Paris, which Hymel said is a good backdrop to show the full breadth of the brand in one of its key markets. Europe is the company’s number-two market with growth opportunities to also be had in places such as Latin America and Asia-Pacific, the ceo said. Back home in the U.S., the company is eyeing major cities such as New York, Chicago and Los Angeles for pop-up or permanent locations but it won’t rush to open doors.

“We’re looking at finding the right locations when they appear,” Hymel said. “We’re not going to force stores in the wrong spot.…E-commerce is also something that we’re growing. Our direct-to-consumer is showing strong signs of growth. We’re also still strong at wholesale and I think that’s going to remain.”

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