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Industry Insight

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Details on Industry Insight.


Tiffany Montgomery
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Volcom: Brightening up for fall

By Tiffany Montgomery
February 05, 2008 6:05 AM

I had so many interesting conversations at ASR, I'm still catching up. Here's a good one: An update on what Volcom is working on for fall from Jason Steris, chief operating officer.


Jason said Volcom has:

 

  • Made its colors more vibrant for the season

 

  • Revamped its important denim category for mens and girls

 

  • Worked closely with team rider Geoff Rowley on its Stone Age collection for core, independent stores designed to keep the smaller stores healthy. The Stone Age line has been expanded a bit around skate, he said.

 

  • The company is currently booking its snow collection for next winter and it has gotten a "great response" so far, Jason said.

VolcomToddBratrudArtTodd Bratrud art on the Volcom booth.

I also asked Jason how Volcom and Electric celebrated their recent merger.

I've heard of other companies in the industry having wine-soaked dinners at upscale restaurants when a deal closes.

Not Volcom.

Jason said about seven key people from Volcom who worked on the acquisition went to Electric's headquarters where they met all the employees and toured the building. Then, there was a celebratory BBQ.


"We did it at the warehouse," Jason said.


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