By  on January 28, 2013

LOS ANGELES — Electric is recharging.

After 13 years in business, the San Clemente, Calif.-based sunglass and snow-goggle specialist has rethought its logo, merchandise mix and distribution with the support of parent PPR, owner of Volcom Inc., which acquired Electric in 2008. While Volcom is strong in apparel, the changes are meant to underpin Electric’s position as the action sports accessories pillar in PPR’s sport and lifestyle division and catapult its sales.

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