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The Berrics and La Jolla Group sign deal

Steve Berra, pro skater and
Steve Berra, pro skater and co-founder of The Berrics. Shop-eat-surf file photo.
By Tiffany Montgomery
February 12, 2011 8:34 AM

The La Jolla Group and online skate powerhouse The Berrics have signed a licensing deal that catapults La Jolla into skate and gives The Berrics an infusion of capital to expand its popular online media platform internationally and grow its product lines.

 

"Through a license and investment of capital, LJG will manage the expansion of the existing apparel and accessory divisions for the Berrics,” La Jolla Group CEO Toby Bost said.

 

“They have offered both proprietary and collaborative products for years. They are ready to take the next step in merchandising their collections and adding depth. There’s a great opportunity to bring newness in soft goods to both skate retailers and consumers. That’s exactly what we are going to do in the short term.”

 

Toby BostLa Jolla CEO Toby Bost

La Jolla Group is best known as a domestic apparel licensing company, but what I didn’t realize is that it is also operating several of its brands internationally.

 

Toby detailed the company’s international presence this way:

 

“Overall, LJG is focused on expanding its multi-branded portfolio globally,” he said.

 

“The last few license partnerships we have entered are global in scope: Metal Mulisha, TLFI, and In God's Hands are distributing under our management to a number of key countries that include Canada, Australia, Japan and all of the European Union."

 

La Jolla also has the U.S. license for O’Neill Clothing and Rusty Clothing license for North America.

 

Pro skaters Steve Berra and Erik Koston created The Berrics in 2007, and it has turned into one of the most powerful media platforms in skate.

 

I had an in-depth interview with Steve Berra last year and he detailed their strategy for The Berrics and where it plans to go.


On page 2: The press release about the deal

 

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