Sponsors
Billabong ▼ -0.005 | PPR ▼ -2.20 | American Apparel ▼ -0.020 | The Buckle ▼ -0.85 | Columbia ▼ -1.34 | Deckers Outdoor ▲ +1.09 | Dicks ▼ -0.65 | Foot Locker ▼ -0.56 | Genesco ▼ -0.67 | Iconix Brand Group ▼ -1.22 | Jarden Corp ▲ +0.01 | Nordstrom ▲ +0.11 | Luxottica ▼ -0.58 | Nike ▼ -0.16 | Pacific Sunwear ▲ +0.07 | Skullcandy ▼ -0.12 | Sport Chalet - 0 | Urban Outfitters ▼ -0.44 | VF Corp ▲ +0.13 | Quiksilver ▼ -0.01 | Zumiez ▼ -0.33 | Macys ▼ -0.46 | Tillys ▼ -0.14 |
Readers Say
I waited too long to sign up for Executive Edition
I waited too long to sign up for Executive Edition

I read Shop-Eat-Surf at every opportunity, and I waited too long to sign up for the Executive Edition. It’s timely, relevant and clearly “from the industry, for the industry.

- By Andy Laats, President, Nixon
Keeps me in the loop
Keeps me in the loop

Being an Executive Edition member allows me to not miss a beat when it comes to the Industry business news. Definitely keeps me in the loop plus goes great with my morning joe.

- By Tony Perez, Surfer and Surfing magazines
Industry Insight

CFA, WELLS FARGO: Invitation to next "Crystal Ball" breakfast session, "Private Label vs Branded Manufacturing."

STOKES ME: SIMA Humanitarian Fund campaign kicks off this week with "Add-A-Buck" promotions in 76 core-store doors.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

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.


Articles You Might Have Missed