Sponsors
Billabong ▼ 0.000 | PPR ▲ +0.25 | American Apparel ▲ +0.020 | The Buckle ▲ +0.18 | Columbia ▼ -1.51 | Deckers Outdoor ▼ -0.87 | Dicks ▼ -0.18 | Foot Locker ▼ -0.40 | Genesco ▲ +0.08 | Iconix Brand Group ▼ -0.11 | Jarden Corp ▼ -0.24 | Nordstrom ▼ -0.28 | Luxottica ▼ -0.68 | Nike ▼ -0.38 | Pacific Sunwear ▼ 0.00 | Skullcandy ▲ +0.15 | Sport Chalet - 0 | Urban Outfitters ▼ -0.50 | VF Corp ▼ -0.14 | Quiksilver ▲ +0.01 | Zumiez ▼ -0.05 | Macys ▼ -0.75 | Tillys ▼ -0.02 |
Ticker Sponsor
Readers Say
Useful on a daily basis
Useful on a daily basis

It's well balanced information that is useful on a daily basis. I'm very satisfied with the Executive Edition. I start each day with SES and a big cup of coffee!

- By Tom Ruiz, EVP Sales, Volcom
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

New business info and advice from QCS GRAPHICS, PROCOPIO, SHACC and FSG LAWYERS.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

V i X Swimwear owner on company and brands

By Shelby Stanger
July 19, 2010 6:55 AM

V i X Swimwear owner Paula Hermanny on business trends, managing the downturn, the company's partnership with Manhattan Beachwear and more.

Can you tell me a little bit about when you started and why you started the brand?

I started V i X in 1998. Growing up in Brazil, I always had a million swimsuits because you live on the beach there. In Brazil, swimwear is not a seasonal purchase; it part of your wardrobe. I moved to the United States to study marketing.

When I started shopping around I found it challenging to find cute, fashionable swimwear. I quickly realized there was an opportunity for me to fill a void, so I started V i X.

Vix swimHow many employees do you have now and where are you headquartered?

Our sales, marketing and distribution are headquartered in San Diego. I have 12 employees that work out of that office. I also have my own manufacturer and Atelier (design studio) in Brazil. Combined, there are over 120 employees there.

How is the brand doing right now?

The V i X brand has a strong, established position in the swimwear market. We have a loyal customer following that we are very proud of and continue to nurture.

Is business up/down by what percentage?

Our sales are up year-over-year, which is great news. We were prepared for a flat year or a loss and are grateful that this won’t be the case.

How are you financed?

We are privately held.

On page 2: The Sofia and Hermanny lines, distribution and strategy

Previous 1 2 Next

Articles You Might Have Missed