Huntington Beach-based Quiksilver Inc. is braving new waters with a line of women’s clothing that’s more style than surf.
The clothes, set to debut at the company’s stores, Nordstrom and other retailers, are designed for 18- to 24-year-old women in college or just entering the workplace.
That’s a far cry from the fun in the sun inspiration behind Quiksilver’s other clothes for surfers and wannabes across the country.
“We wanted to do something new and different,” said Steve Tully, president of the Quiksilver brand for the company’s Americas division.
Quiksilver sells clothes under the Quiksilver, Roxy and DC brands. It is far and away the biggest seller of clothes inspired by surfing, skateboarding and snowboarding. But Quiksilver is venturing into a crowded field for mainstream women’s clothing.
The company has spent the past two years developing its line to appeal to young women,a group that has been underserved by surfwear makers, according to Tully.
Building on Roxy
Quiksilver hopes the line will connect with women who grew up wearing Roxy,the company’s clothing line for teen girls and young women that debuted in 1990 and now is Quiksilver’s second biggest brand, generating about a quarter of its $2 billion in yearly clothing sales.
“We’re going after women who wore Roxy when they were younger but are looking for clothes that fit their mature lifestyle,” said Summer Rapp, Quiksilver’s vice president of design. “Our target customer could be in college or starting her career and wants clothes that reflect where she is in her life.”
For more on this story, see the March 17 edition of the Business Journal.
