Quiksilver eliminates Women's Division for Quiksilver brand

The changes continue at Quiksilver this week as the company eliminated the women’s division for the Quiksilver brand, and the positions that worked there.

Friday will be the last day of work for people working in the division.

Earlier this month Quiksilver Girls won Women’s Brand of the Year at the SIMA Image Awards.

I have heard rumors about the trimming of athletes and other major changes at Quiksilver but have not confirmed them so have no further details at this time.

New Quiksilver CEO Andy Mooney, who is a heavy hitter with a stellar resume, is re-evaluating all of Quiksilver's businesses and strategies. Shop-eat-surf file photo.

Quiksilver Women, which later morphed into QSW, debuted in 2008, followed by Quiksilver Girls in 2010. Several talented people worked on the lines internally, and John Moore’s POP Studio handled design duties for both brands.

Quiksilver recently converted its Waterman’s store at Fashion Island in Newport Beach to a Quiksilver Girls store. Quiksilver Girls also has a store in Malibu.

Growing the female side of the Quiksilver brand was previously a key growth initiative for the company. In December 2011, the company said its five-year plan called for the female side of the business to grow to $100 million in revenue.

But everything appears to be on the table and under evaluation from new CEO Andy Mooney, previously with Nike and Disney, who was brought in to bring a fresh approach to the company. Mooney officially joined the company on January 11.

Roxy, the company’s more established and larger female brand, recorded revenue of $524 million in fiscal 2012, continues on at the company.

Quiksilver is under pressure to both grow and to become more profitable by investors and the stock market. Since Quiksilver announced Mooney was joining the company, Quiksilver's stock price has risen 32% based on the closing price Feb. 25.

A Quiksilver spokeswoman declined to comment for this story.