Orange County Business Journal

Quiksilver to Open First Waterman Store at Fashion Island

Kari Hamanaka Friday, June 24, 2011

Huntington Beach-based clothing maker Quiksilver Inc. is opening its first clothing store targeting older surfers, paddleboarders and fisherman at Newport Beach’s Fashion Island.

Quiksilver, which makes clothes and shoes inspired by surfing, skateboarding and other action sports, is set to open its Waterman store next month.

The store is set to sell Quiksilver’s line of Waterman clothes, shoes and accessories. The line targets guys 30 and older who like to surf, fish and paddleboard, a cross between surfing and kayaking.

The Waterman store also is set to sell some boards and other sports gear.

Quiksilver is targeting older guys, who typically have more money to spend and are loyal to brands.

The challenge for Quiksilver is to go after older guys without putting off younger surfers and others who give the brand authenticity.

Other action sports makers also are going after older guys.

In May, venerable San Juan Capistrano surf brand Hobie Designs Inc. agreed to license its brand to Costa Mesa-based Hurley International LLC, part of Oregon’s Nike Inc.

The new line, called Hobie by Hurley, will target customers ages 30 and older with T-shirts, board shorts, woven shirts and pants.

A soft rollout of the Hobie by Hurley line is planned for October.

Quiksilver’s Waterman store is part of a larger marketing push by the clothing maker that began earlier this year.

Quiksilver is also expected to bring a flagship store it has already tested in Europe to the U.S. this summer.

The stores will sell clothes, shoes and accessories from Quiksilver’s three major brands—Quiksilver, Roxy and DC Shoes—along with surfboards, skateboards and other action sports gear.

The first of those stores in the U.S. is planned for an August opening in Venice’s Abbott Kinney neighborhood.