Florence Marine X Debuts With Membership Model

Startup surf brand Florence Marine X is making a splash with its debut collection via an interesting strategy.
 
The Newport Beach company this month revealed a membership model that gives members first dibs on buying from the label’s debut drop—a mix of branded T-shirts and hats retailing for $30 and technical gear such as wetsuits, starting at $250 for a jacket. The line is currently sold online, direct-to-consumer.
 
A one-time, $20 charge comes with a lifetime membership, with the fee serving as a $20 credit on purchases. The incentive to drop money for the charge? Members earn rewards with their purchases, first access to new releases and exclusive gear.
 
It’s an interesting model for an apparel brand, but more and more businesses are experimenting with subscription, membership and even rental options on top of loyalty programs that can help companies gain greater insights into their shopper base.
 
Florence Marine X is the byproduct of a partnership between two-time world surf champion John John Florence and the relatively new Kandui Holdings LLC of Newport Beach. Kandui was started up last year by the Hurley family, synonymous with the boardshort and wetsuit brand of the same name. CEO Jeff Hurley, Bob Hurley, Ryan Hurley and brother-in-law Chance King formed Kandui with the idea of building out a portfolio of brands they either own or partner with.