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Quiksilver Unveils DC Shoes Revamp

Huntington Beach-based Quiksilver Inc. made the restucturing of its DC Shoes executive ranks official on Monday.

Nick Adcock was named president of the shoe division. Adcock, who will report to Quiksilver President Bernard Mariette, formerly was the general manager of DC Shoes’ Asia Pacific operation.

Adcock replaces DC cofounder Ken Block, who now is chief brand officer. DC cofounder Damon Way is executive vice president.

“This is something that our company has needed for a long time,” Block said. “Nick’s appointment to this position will help Damon and I continue to focus on the things that we do best,marketing and branding.”

The Business Journal reported on the shakeup two weeks ago.

Vista-based DC, which Quiksilver bought in 2004, started out making skateboarding shoes and since has branched out to sandals and accessories.

Now it’s looking to boost sales of clothes, which is a small part of its sales. DC hired a new design director to spearhead the changes.

DC also is looking to hire for merchandising and design positions in apparel and accessories.

Quiksilver doesn’t break out DC’s sales. The unit’s annual sales are in the $90 million range, a small chunk of Quiksilver’s yearly sales of $2 billion.

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