Roxy Quiksilver Logos

Tom Holbrook On Quiksilver's Retail Strategy

As the industry’s largest brand, Quiksilver was one of the pioneers as far as developing its own retail network. Can you discuss how the brand ventured into retail and how that strategy is changing?

We have a few new stores in the works in the US market, and some great updates coming to existing locations.   I will focus on the direction for what we are doing here in the States more.

As I work with many of our brands and divisions here and focus on our core market and key customers, I tend to deal with the impact of our retail program.  We have gone though a big evolution over the last few years in our approach to our own retail stores.  The greatest take away now is that our goal is to make our stores more reflective of our brands today.

Also, looking back many years, an increased mission arose to do a better job for the “consumer perception” of how we would like our brand displayed. In the ‘hey day’ of the large national chains and department stores, their visual directors wanted to change many of the Industry logos and branding to what they thought was best-that was an issue too.  Even today, how many fake surfboards anchor some large retail environment trying to sell our industry’s product?

We were the first brand to really develop “in store build-outs” for our best shops- we wanted them to have the most authentic decor that reflected our brands-and to help sell our product better… Also over our long history, I believe we still showed more sensitivity as to where we drop company-owned stores compared to some other brands.

How does Quiksilver decide which locations are prime targets for company-owned retail, and which are reserved for core accounts?

We were guilty as company five years ago; as we had an over aggressive roll out to many malls with new Quiksilver stores. We have always been cautious of putting our stores too close to our key, core beach markets though.

We also partnered with some great “licensee stores” in some very core markets over the years-like Laguna Beach 17 years ago with EJ [Eric John] and Randy Hunt, or on the North Shore with the Kanaiaupuni Family. Or soon in New York with the Unsound crew.

Quiksilver & Roxy jump into Apple accessories pond : New Zealand ...

Mobile gadget accessories manufacturer, Proporta, has some fresh new Apple accessories styled by Australian born surf label, Quiksilver, and its sister label, Roxy. As a collection it incorporates, bright colours and materials such as neoprene, which reflects the lifestyle led by surfing devotees everywhere.

This new range of Apple accessories blend Proporta’s protective know-how with inspiration from classic Quiksilver and Roxy designs. There are Silicone Cases and Hard Shells for both the iPhone 4 and 4G iPod touch, and an “Echo Beach” design Neoprene sleeve for the MacBook and MacBook Pro 13 and 15 inch versions.

The Quiksilver and Roxy brands have mass appeal worldwide as it represents the dream, held by many of living a more relaxed lifestyle by the ocean. Guy Monson, Co-Director of Proporta commented, “Although our home town of Brighton on the south coast of England, is rarely considered a top surf spot – it has given us all a love of the sea.”  Apple stores will have the MacBook cases from the 5th January 2011 whilst the complete collection will be available at Quiksilver shops and proporta.com .

Quiksilver and Roxy Silicone Cases  £24.95 Available for both Apple iPhone 4 and 4G iPod touch, these stylish and lightweight cases not only prevent scratching, but also limit impact damage, as well as complimenting your device in a stylish blue or embossed neon pink silicone. Cut outs give access to ports and controls so that the device is fully usable whilst it’s in the case, and features Quiksilver or Roxy branding.

Quiksilver and Roxy Hard Shell Cases   £29.95 The Quiksilver Neoprene Sleeves are suitable for the 13” or 15” MacBook or MacBook Pro, and are designed to add almost no bulk. The tough exterior will protect your Macbook from bumps, scratching and impact damage, whilst a secure double zip keeps everything where it should be. Finished in the stylish “Echo Beach” design with Quiksilver logo, this is an elegant little product that will fit your device like a second skin, and keep it as safe as houses.

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