Sponsors
Billabong ▼ 0.000 | PPR ▲ +1.85 | American Apparel ▲ +0.038 | The Buckle ▼ -0.47 | Columbia ▲ +0.24 | Deckers Outdoor ▲ +0.38 | Dicks ▼ -0.80 | Foot Locker ▼ -0.71 | Genesco ▼ -0.67 | Iconix Brand Group ▼ -0.39 | Jarden Corp ▼ -0.97 | Nordstrom ▼ -0.59 | Luxottica ▲ +0.55 | Nike ▼ -0.78 | Pacific Sunwear ▼ -0.02 | Skullcandy ▼ -0.03 | Sport Chalet - 0 | Urban Outfitters ▼ -0.18 | VF Corp ▼ 0.00 | Quiksilver ▲ +0.13 | Zumiez ▼ -0.36 | Macys ▼ -0.76 | Tillys ▼ -0.17 |
Ticker Sponsor
Readers Say
I require all our executives to read it
I require all our executives to read it

There is no better publication that I am aware of that is so accurate and on top of any news and developments in our industry. I personally recommend it to many people that want to know and understand more about our industry. For the most part, shop-eat-surf.com gets the stories first. As a matter of fact, I require all the executives in our company to read it.

- By Hezy Shaked, President & CEO, Tilly's
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
Industry Insight

TAYLOR DIGITAL: Website tools to increase sales. SURFRIDER: Rise Above Plastics campaign.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

Reef President on sales structure changes

By Shelby Stanger
May 09, 2011 6:15 AM

Shop-eat-surf talked with Reef President Jeff Moore about changes in Reef’s sales structure.

 

Reef has had several management changes over the past few years and as a result the sales structure has changed as well.

 

Reef is owned by VF Corp., which reported in a recent earnings conference call that Reef is experiencing a “nice turnaround.” In the first quarter, Reef’s global revenue rose 18%, and revenue in the Americas increased 21%.

 

VF named Jeff president in September, 2010.

 

How is it going at Reef?

Reef is going well. There is a tremendous amount of passion, creativity, and general connection with the brand that employees exude on a daily basis. We've spent a lot of time as an executive team over the last eight months ensuring that all departments are clearly aligned with brand strategy and ensuring our decision-making reflects this newfound commitment.

 

Under the last president, Jim Gerson, Reef moved its sales structure from using 20 independent sales reps in different parts of the country to creating five “super reps,” who controlled more territory and focused on the action sports and outdoor markets. It was a model Jim used at The Northface.

Yes, the sales agency model is what Jim was accustomed to and familiar with and, therefore, implemented the same infrastructure when he arrived at Reef.

 

How did you change it? 

We changed it by informing the "Super Reps" 30 days prior to the change that we would be going back to a traditional rep serviced area that reports directly to the Sales Director versus a peer.

 

Why did you change it?

Two reasons:

 

First, since reps are on the "front line" everyday both servicing accounts and elevating our brand, we need to ensure we have a direct connectivity to information versus having a layered communication model.

 

Secondly, we wanted to ensure our "Super Reps" focused on their own regions to continue our brand growth without having distractions of managing other territories.

 

How have retailers responded?

Our retail partners are very supportive of our brand and just want to ensure, regardless of structure, we deliver on time, offer a high level of service, and follow through with our commitments. I believe we will have a higher success rate with our current sales structure.

 

 

 

 


More on: Reef, VF Corp., Jeff Moore

Articles You Might Have Missed