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Volcom's strategy for maintaining solid financials in the coming year rests on supporting core retailers with unique product, CFO Doug Collier told an afternoon session at the ICR Xchange.
"Product is going to be the battleground of our industry going forward," he said. "It's gotta be phenomenal, insane, kids just gotta have it."
The spring lines on shelves now are focused around denim and boardshorts. Fall lines hit the trade shows this week and next, but Collier didn't say what the focus is there.
"It's not so profit-generating (as products in wider distribution), though it is profitable. But it keeps the core brand alive with the core audience, and builds the integrity of the brand," Collier said.
"We have the capital and the strong balance sheet to help retailers this way. We do these things, rather than give discounts, where possible," Collier said. "They're small things, but in a cohesive package, they really do help the core retailers."
The company ended its third quarter with:
Some growth areas:
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