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The cooler Southern California summer presented swimwear companies with an additional challenge this year. Shop-eat-surf caught up with a few brands at ASR in San Diego to see if they were impacted and what they have in store for spring 2011.
For Spring 2011, Reef is going with jungle themes, and is adorning pieces with beads, metallics, grading details and tribal prints.
The company is also introducing new silhouettes, including a sports bra that ties in the back and skimpier brief bottoms.
Reef Swim Vice President and National Sales Manager Tandi South said the new styles have received good feedback at the trade show in Miami, where Reef set up at a hotel penthouse rather than a booth at the convention center.
The company picked up a few new accounts, but South didn’t want to jinx anything by getting into the details.
“We have some very exciting new prospects in the works,” she said.
She did reveal that the company recently picked up a new account, Maui Clothing Company, in Hawaii.
South said she expects the majority of spring orders to come in within the next few weeks.
“We are projecting some nice growth,” she said adding that buyers are more eager to shop comparing to last year.
On page 2: Reef's marketing, lower price points