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.
I keep hearing that some Gravis styles are selling well from different skate shops, so I followed up with Gravis General Manger Kevin Meehan at Agenda.
Gravis was started by Burton as a comfortable yet stylish shoe brand for athletes to wear off the mountain or off the beach.
About two years ago, Gravis decided to focus on the skate market, and signed some high profile team riders, including Arto Saari and Dylan Rieder, who wanted stylish, fashion forward shoes they can skate in.
(Right: Gravis' Filter style.)
Gravis has also segmented its line with offerings just for the core skate market, and then different styles for the broader market.
It put all its marketing in the U.S. behind the core line, however, which is helping to drive sales at the core and the broader market, Kevin said.
Gravis has picked up new accounts for both lines and is growing market share in the accounts it is in, he said.
Gravis has been getting a lot of reorder business, which is good, but it’s been challenging to have enough inventory to fill the orders, Kevin said.
The brand is managing inventories tightly, and since prebooks are exceeding projections, that is eating into reorder inventories. Admittedly, Kevin said, it’s a great challenge to have.
(Above: The Dylan.)
Going forward, Gravis will buy more key styles up front, but still plans to buy conservatively.
As a result, “We will sell out of some styles,” he said.
One of the hottest styles has been the Dylan, the signature shoe by Dylan Rieder.
I have to admit I was stunned when I saw it at Liberty Boardshop, a very core skate store where owner Matt Pindroh told me it was a hot seller. The Dylan looks like a fashion forward dress shoe.
However, Kevin said it is fully skateable, yet skaters can wear it out at night.
What’s next for Gravis? Kevin said the brand will keep doing what it’s doing, and still has a lot of room to grow. It will build out key styles with different colorways, and continue to bring newness to the market.
On Sept. 15, Gravis debuts the Dylan in a color called oxblood. Only 300 pairs were made, and 240 will go just to core stores, with the rest used for promotional purposes. A short film “Dylan” will be inserted in The Skateboard Magazine to coincide with the release of the oxblood-colored Dylan as well.
(Above: The Dylan in oxblood.)