Sponsors
Billabong ▲ +0.017 | PPR ▲ +1.55 | American Apparel ▲ +0.001 | The Buckle ▲ +0.41 | Columbia ▲ +0.28 | Deckers Outdoor ▼ -0.79 | Dicks ▲ +1.05 | Foot Locker ▲ +0.17 | Genesco ▼ -0.28 | Iconix Brand Group ▼ -0.09 | Jarden Corp ▼ -0.89 | Nordstrom ▲ +1.07 | Luxottica ▼ -0.09 | Nike ▼ -0.25 | Pacific Sunwear ▼ -0.02 | Skullcandy ▼ -0.35 | Sport Chalet ▼ -0.05 | Urban Outfitters ▲ +0.07 | VF Corp ▲ +0.52 | Quiksilver ▼ -0.15 | Zumiez ▼ -0.03 | Macys ▲ +0.60 | Tillys ▼ -0.16 |
Ticker Sponsor
Readers Say
I waited too long to sign up for Executive Edition
I waited too long to sign up for Executive Edition

I read Shop-Eat-Surf at every opportunity, and I waited too long to sign up for the Executive Edition. It’s timely, relevant and clearly “from the industry, for the industry.

- By Andy Laats, President, Nixon
Keeps me in the loop
Keeps me in the loop

Being an Executive Edition member allows me to not miss a beat when it comes to the Industry business news. Definitely keeps me in the loop plus goes great with my morning joe.

- By Tony Perez, Surfer and Surfing magazines
New Industry Insight

Shorebreak Hotel as a venue for industry events. Cinematographer Louie Schwartzberg's "Moving Art Retreat" in June at Turtle Bay Resort. Details on Industry Insight.


Tiffany Montgomery
Print This Article

Comune creates new line for PacSun

A Sandanista sweater.
A Sandanista sweater.
By Tiffany Montgomery
September 21, 2010 6:40 AM

Comune has created a pop up brand called Sandanista exclusively for PacSun in the U.S.

 

Frank DelgadilloComune founder Frank Delgadillo said several market trends gave him the idea, including how kids are moving away from logos and are more interested in styling.

 

He also wanted to create a lower-priced line with design that is fashionable yet not complicated that would appeal to a wider audience at the malls.

 

(Right: Comune Founder Frank Delgadillo at Comune's offices in Costa Mesa. Shop-eat-surf file photo.)

 

Working with one major retailer was key, because the goal was to create the line within Comune’s existing infrastructure, and he did not want to hire a separate sales force and design team.

 

PacSun seemed like the perfect partner because the retailer has been good to Frank throughout his career, he said, including during his Ambiguous days, and has wide distribution at malls across America.

 

Sandanista jacketSandanista is a full collection – denim, casual pants, knits and Ts – and is priced about $10 to $15 less than Comune clothes.

 

Prices range from $45 for a woven to $48 to $52 for denim.

 

Currently, Sandanista is carried in about 100 of PacSun’s approximately 900 doors, and early indications are that it is being well received, Frank said.

 

He was happy to start off small, and wants the brand to grow only if demand is there instead of shoving too much product in too many stores.

 

Sandanista wovenWhile Sandanista is being distributed exclusively by PacSun in the U.S., the retailer’s buying team doesn’t necessarily buy the full collection each season, but rather the pieces the team believes will work best in its stores, Frank said.

 

I asked Frank if he would ever sell Sandanista to other retailers in the U.S. as well.

 

He said as long as PacSun is happy and the relationship is intact, he envisions the line remaining exclusively with them.

 

Frank made a similar distribution deal for Sandanista with Beams in Japan.

 

Meanwhile, Comune, sold in boutiques, better boardsport stores and Urban Outfitters, will double sales this year.

 


Articles You Might Have Missed