Matix to put girls' line on hiatus

Podium Distribution is putting the Matix Girls line on hiatus after the holiday season, Podium President Brian Dunlap told me Monday.

The company has decided to put its resources toward the Matix Men’s business instead.

Matix Girls started in 2003.

I asked Brian some questions about the move.

How tough is the girls’ market these days? 

I think girls has always had its challenges. We started it as a very simple add-on business with printed goods and denim and it eventually grew into a much larger offering. For us, it takes additional time and energy and we want to focus all those efforts on our men’s business.

Over the course of the line, where did the girls’ line have the most success (what type of retailers?)

We first got traction in our core accounts and as the business evolved we moved into big box accounts. It seems like there are retailers that really focus on girls' business and those are the ones that are most successful with it.

Will there will jobs eliminated as a result?

Unfortunately, yes. There were a couple girls’ specific sales reps. At this point, we did not have any full time dedicated staff to girls’ design, merchandising or production. There was staff spending time working on this segment and this is where we will direct all of the focus on the men’s side.

Regarding men’s, are you guys coming up with a new strategic plan/vision for the men’s line?

Yes, we are. Our main focus will be delivering the retailers the product categories that we continue to remain strong in. Over the years, we have been known for denim, fleece, sweaters and wovens and we will continue to narrow our focus so we have even more success in these areas.

We will be making sure that every item is built with the same Matix DNA and really getting behind items like our Grippers, Miners, Signature products, and building on the success of our fleece business.

Will there be any girls' categories remaining at Podium after Matix Girls takes a break? Does DVS have a girls’ offering?

Yes, we will continue to do girls’ footwear for DVS. We have done really well with this business and plan to keep it in the DVS line.

Do you think there is really is a girls' customer in skate?

I would have to say very little, if any. I think there is more business to be had in girls with the surf companies and snowboard outerwear companies. I don't feel like there is a large push with females skating in the near future.

Here is the official announcement that Podium sent to its sales force about the change.

“Matix Clothing Company is announcing the decision to take a break from its Girls’ business after the Holiday 2011 season. With our Men’s business continuing to grow and gain traction globally, this decision will allow the staff more time to focus on its strategic growth plan through marketing, sales and design. We feel like our new plan will further push the brand to focus on what we are best at.

"Although Matix has experienced great success with its Girls’ line, we have decided to take a step back and evaluate where we feel the girls segment fits in the current retail environment. We would like to thank everyone for all their support over the first 10 years and look forward to tightening our relationships and business model moving forward.”