Sponsors
Billabong ▼ -0.020 | PPR ▲ +0.95 | American Apparel ▲ +0.014 | The Buckle ▲ +0.58 | Columbia ▲ +1.16 | Deckers Outdoor ▼ -0.33 | Dicks ▲ +0.46 | Foot Locker ▲ +0.16 | Genesco ▼ -0.59 | Iconix Brand Group ▲ +0.01 | Jarden Corp ▼ -0.21 | Nordstrom ▲ +0.20 | Luxottica ▲ +0.16 | Nike ▼ -0.03 | Pacific Sunwear ▼ -0.03 | Skullcandy ▼ -0.07 | Sport Chalet - 0 | Urban Outfitters ▼ -0.05 | VF Corp ▲ +0.41 | Quiksilver ▼ -0.09 | Zumiez ▼ -0.49 | Macys ▼ -0.08 | Tillys ▼ -0.08 |
Ticker Sponsor
Readers Say
It pertains to my business
It pertains to my business

I’m an avid reader of Shop-Eat-Surf because it’s really the only online newsletter that I have found that is not only industry related, but also because it’s not so “guy-centric.” I find that a lot of the information I read on the site pertains to my business (as a swimwear designer) and keeps me up to date on what other companies and other women in the industry in general are doing which is not only inspiring but also helps me gauge the future direction of my business as well.

I feel privileged to read the Executive Edition because I know I am getting insider industry information before it hits the mainstream media channels. And it’s always good to know what my friends are up to in the industry.

- By Monica Wise, Founder, L*Space
Since the inception of Executive Edition, I only need 1 stop
Since the inception of Executive Edition, I only need 1 stop

As a retailer in the surf industry for the past 21 years, I have had to use multiple sources to stay informed to the news within surf. Since the inception of the Executive Edition of Shop-Eat-Surf.com, I need only one stop. Thanks for providing such a valuable tool to all of us in the industry. Shop-Eat-Surf is a must read for all of our staff at Maui Nix.

- By George Karamitos, CEO, Maui Nix
Industry Insight

FSG LAWYERS: On creative workspace office pros & cons. SDSI: 7 new companies accepted into the Springboard business mentoring program. AGENDA: Registration and travel planning now open for January and February trade shows.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

Sabre expanding into goggles and other news

By Tiffany Montgomery
October 05, 2009 6:00 AM

Sunglass company Sabre is expanding into goggles and will debut its first model at the SIA trade show in January.

I talked with Sabre founder Brooke McGregor and America Brand Manager/VP of Sales Chris Friel at Class@ASR to get an update on the brand.

Brooke, originally from Australia, moved back there about nine months ago, and Chris came on board to run the America arm of the company in May. Previously, Chris worked at Vestal.

Sabre's showroomWhen Brooke moved to the United States to start the business here, he focused on building demand for the brand with the youth market with Sabre's anti-corporate message and by developing a sense of community and lifestyle around the brand. (Click here for a history of how Sabre got started, including details about its financial partner.)

Sales, however, did not receive as much focus.

Now, with an experienced sales executive on board, Sabre is on the road with reps and servicing accounts much more regularly.

"The response has been amazing, and our sell throughs have been good," Chris said. "We are getting growth from new doors and from sell through."

(Above: File photo of Sabre's showroom.)

Chris and Brooke think the brand is in a good position because of its moderate price points of $60 to $125.

"Price wise, it's disposable fashion," Chris said. "We're not talking about a $300 pair of sunglasses.

Key retail customers include The Closet, Active, Jack's, Villains, Zebra Club, K-5, the Standard Hotel and Pride in San Diego.

Brooke said adding goggles and expanding into snow is a natural progression. The sunglasses are in high demand in Europe, he said, and goggles are an important product extension for the Northern European countries. Sabre plans to up the goggle offering from one to three at SIA in 2011.

Whether its sunglass, goggles or eventually other products, Sabre thinks it can grow into an important brand in the marketplace.

"We have high expectations," Brooke said. "We want to be a major brand in stores."


Articles You Might Have Missed