Flanagan no longer at Reef

Reef’s focus

I also talked to Jeff about Reef priorities since he took over as president in September.

He said Reef has four key initiatives:

1. To be the product leader

2. To follow a clear segmentation strategy

3. To follow a clear athlete strategy

Tom Brown of 17th Street and Jeff MooreThursday at Surf Expo.

4. To follow a clear go-to-market strategy – to get more space in key retailers and present the brand holistically.

“We are going on the offensive,” he said. “We are going after space.”

With product, key focuses are:

1. Men’s hanging footwear – with a comfort emphasis and youthful approach.

2. To set a foundation in men’s apparel with the target customer Jeff describes as “modern gypsy” – someone who travels or dreams of traveling to exotic locales.

3. Recapturing greater space in stores for men’s and girl’s sandals.

Reef’s spring 2011 bookings were up 15% over the previous spring, Jeff said.