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Tiffany Montgomery
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Reef bets big with girls launch, retailers respond

By Tiffany Montgomery
September 26, 2007 7:09 AM

When most brands start a whole new women's line, they usually start small. A couple bikinis, some T-shirts, a few boardshorts.


Reef girls showNot Reef of Carlsbad. It went deep with its Reef Girls debut for spring '08, including a full line of bikinis, fashion tops and fashion fleece, dresses and even one style of jeans.


Important surf and skate shops ordered the sportswear and swim lines for spring, including Jack's Surfboards, Huntington Surf & Sport, Hansen Surfboards, ZJ Boarding House and Active Ride Shop, said Tandi South, Reef Girls national sales manager.


Reef launch Nordstrom placed a sportswear order for its Brass Plum juniors section and is reviewing the swim line. PacSun placed a big swim order and has shown interest in the clothing styles. Other retailers that signed on include Buckle, Diane's, Molly Brown's, Everything But Water, Honolua Surf Co., Local Motion and Sun Diego Boardshops.


Hot items include an animal print dress, tanks with lots of fashion details, and a bikini inspired by a Mexican blanket.


The most common comment Reef heard from retailers was that the line was more fashion forward and deeper than anyone expected, South said. And because Reef has strong relationships with retailers through its popular sandals for men and women, buyers are not shying away from taking a chance on the new women's offering, South said.


"They are telling us they like the line and believe in the brand so are writing (orders) heavier than they usually would for a new line," she said.


Reef girls showReef Girls will release a summer ‘08 collection and also go hard after the fashion set for fall ‘08. Expect six styles of denim, corduroy pants, jackets, more fashion fleece and long sleeve shirts.


Photos courtesy of Reef.


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