Hang Ten: Quiksilver Launching New Women's Clothing Line

Quiksilver Launching New Women's Clothing Line

Quiksilver is "banking on a clothing line aimed at 20-something women to help the company branch out," according to Nicholas Casey of the WALL STREET JOURNAL. The new line, which will be sold at the company's retail stores as well as Nordstrom, will include sweaters and jeans priced around $40-100 and will keep the brand's name and logo. Quiksilver's new line will "face competition from established women's brands" including Urban Outfitter's Anthropologie and Liz Claiborne's Lucky Brand Jeans, which also are vying "for the attention of retailers." The line "marks a change in tack for the company," as its original line of wetsuits and swimsuits was aimed at teenage boys who "identified with surf and skate cultures." The company also is facing the "possibility of alienating a company's original consumer." Ocean Pacific lost "much of its cachet in the 1990s after it branched into other categories," and eventually was bought-out by N.Y.-based Iconix Brand Group. However, author Matt Warshaw "doesn't see the same happening to Quiksilver." He said that the company has "'squared the circle' between surf and mainstream fashion while remaining cool among 'core' surfers." Casey reports Quiksilver's apparel and footwear revenue rose 19% last year to $2B, "making up the bulk of the company's $2.43[B] overall revenue" (WALL STREET JOURNAL, 3/6).