Foothill Ranch-based Chapman Walters Intercoastal Corp. has made a name in the sporting goods market by making gear for a big customer,Body Glove International,and designing some of it for a neglected group: women.
Chapman Walters makes snorkels, swim masks and kids’ water toys. It has made a mark with snorkeling masks that have a smaller nose and swim goggles that aren’t “just pink,” but designed for a woman’s face, said Cindi Walters, owner and cofounder of Chapman Walters.
“There’s not much of that being done,” Walters said. “Sporting goods is 95% male driven. Trying to get men buyers to pay attention to women isn’t easy. I have to show them hard numbers.”
Expect Chapman Walters to boost its lineup of gear made for women while continuing to push its products targeting men.
The company makes snorkels and swim masks for Redondo Beach-based Body Glove under a licensing pact. It also makes gear under its own brand, Fluid Water Sports, which includes towels and kids’ water toys, such as Skippies throwing disks.
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Chapman Walters gear: company made name with products designed for women |
Chapman Walters has big plans for its partnership with Body Glove, a 53-year-old brand that made its name with wet suits.
Body Glove is owned by Hermosa Beach-based Dive N’ Surf Corp. The company was built on its wet suits, but now sells swimsuits, swim goggles and sunglasses.
Chapman Walters recently saw its Body Glove contract expanded. The company’s snorkels, goggles and other swim gear will be sold to Asia, Europe and the Middle East, Walters said.
For the past nine years, Chapman Walters has handled Body Glove’s sales to sporting good stores in North America, including Sport Chalet and The Sports Authority, she said.
“I’ve sold almost nothing into Asia,” Walters said. “You can imagine the potential.”
Next month, Chapman Walters expects to unveil a Body Glove swim mask that has a digital music player, Walters said. The mask is set to sell for $99.99.
The company also plans to push Body Glove’s swim goggles line, which launched about a year ago.
The goggles market is tough.
Competitors with deep pockets dominate shelf space at sporting goods stores, including Speedo, Nike Inc. and Huntington Beach-based Tyr Sport Inc., owned by Farmingdale, N.Y.-based Swimwear Anywhere Inc.
Walters said she plans to build a strong brand, and make unique products and packaging,just like the company did for Body Glove’s snorkels.
Walters also said she hopes to piggyback on buzz over Body Glove’s latest clothing line, which is being made by Irvine-based Ray’s Apparel Inc. under license.
In the past, Body Glove wasn’t able to get clothes right, Walters said.
“We’re excited to have Ray’s Apparel,” she said.
Chapman Walters’ yearly sales are $20 million to $30 million. Body Glove makes up about 80% of sales with Fluid accounting for the rest, Walters said.
This year, the company expects sales to jump 30% to 35% as it grows Body Glove’s distribution and builds the Fluid brand, Walters said.
Chapman Walters continues to build staff. The company has 50 to 60 workers, up from just a couple when Walters and her partner started it 10 years ago.
Walters recently bought out her partner, who retired, and hired four workers to share some management responsibilities, she said.
The company is set to hire another five this year to handle growth, Walters said.
In October, Chapman Walters moved its headquarters from Laguna Niguel to bigger digs in Foothill Ranch. Chapman Walters consolidated operations, which were spread in several warehouses, and took on more than 100,000 square feet, Walters said.
Chapman Walters, which handles its own packaging and graphics, uses the space for distribution and warehousing.
The bulk of its products are assembled in Foothill Ranch, so the company can customize gear for customers, Walters said.
“You have to sell everybody something a little different,” she said. “Over the years, my market share continues to grow because I’m comfortable giving (clients) different components.”
Walters said there are challenges. Doing business in California is expensive, with pricey workers’ compensation insurance, energy and other costs, Walters said.
But she said it’s worth it to keep things local. The company works hard to keep costs down and quality up, Walters said.
“You figure it out,” she said. “We really pride ourselves on giving the best quality.”
Meanwhile, Chapman Walters is building its Fluid line of kids’ water toys and towels. The gear sells for $3.99 to $29.99 at Costco, Sam’s Club, Toys “R” Us, Wal-Mart and CVS Pharmacy, among others.
Chapman Walters launched Fluid about seven years ago to help drive growth and broaden distribution, Walters said.
“We didn’t want to limit ourselves,” Walters said.
Chapman Walters also has invested heavily in software to help customers manage inventory, she said.
