Sponsors
Billabong ▲ +0.005 | PPR ▼ -2.80 | American Apparel ▲ +0.03 | The Buckle ▲ +0.01 | Columbia ▼ -0.45 | Deckers Outdoor ▲ +1.15 | Dicks ▲ +0.58 | Foot Locker ▲ +1.55 | Genesco ▲ +2.71 | Iconix Brand Group ▲ +0.39 | Jarden Corp ▲ +0.48 | Nordstrom ▲ +0.52 | Luxottica ▼ -0.13 | Nike ▲ +0.35 | Pacific Sunwear ▲ +0.01 | Skullcandy ▲ +0.01 | Sport Chalet - 0 | Urban Outfitters ▲ +0.53 | VF Corp ▲ +0.35 | Quiksilver ▼ 0.00 | Zumiez ▲ +0.50 | Macys ▲ +1.07 | Tillys ▼ -0.02 |
Ticker Sponsor
Readers Say
Always a good daily read
Always a good daily read

Shop-Eat-Surf creates a good source of timely information about the industry. The site makes all types and size companies feel part of a community where everyone is stoked to hear about other companies successes and ideas. It is always a good daily read.

- By Ted Li, VP of North America, Oakley
I waited too long to sign up for Executive Edition
I waited too long to sign up for Executive Edition

I read Shop-Eat-Surf at every opportunity, and I waited too long to sign up for the Executive Edition. It’s timely, relevant and clearly “from the industry, for the industry.

- By Andy Laats, President, Nixon
Industry Insight

CURVEXPO: Recap of the swimwear & lingerie show in Las Vegas.

SIMA: Save the Date invitation for Humanitarian Fund's STOKES ME Bowl-a-rama on Sept. 16.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

Metal Mulisha's new segmentation strategy, more

By Shelby Stanger
September 08, 2011 4:29 AM

We caught up with Bill Gage of Metal Mulisha at Magic to talk about the brand’s new “Armed Society” collection, a new segmentation strategy, and more.

 

How is business? Still up, how much, things flattening or growing?

Metal Mulisha XgamesMetal Mulisha Founder Brian Deegan

Business has been very strong in 2011. Metal Mulisha continues to show significant increases over the last year, with our core channel up nearly 40% from 2010. If you are healthy with these retailers, your roots are strong and branches will continue to grow.

 

What's new?

Firstly, we will be implementing some new product segmentation strategies with our “Armed Society” category, available only to core channel retailers.

 

This new category will consist of very edgy Metal Mulisha T-shirt graphics (weapons and more), some key hats, and some very innovative cut-and-sew products.

 

Some core shops that will carry them include Eminent Stores, Mainland Skate and Surf, Toda Moda Surf and Street, Industrial Ride Shops and Motoworld of El Cajon.

 

In addition, we are continuing to expand our Junior’s collection, as this continues to be our fastest growing category. We will be providing more in-store support for this category, and will have a comprehensive marketing campaign as well.

 

Any big changes in strategy, retail, distribution, or new categories?

Going into 2012, we are confident we can achieve our desired growth with our existing retailer partners. We are focused on providing more in-store support and identifying new opportunities in growing markets.

 

Anything else?

The motorsports lifestyle has proven to be more than a trend, as there are enthusiasts everywhere who can relate to our brand. We appeal to a broad base of consumers, from freestyle motocross, motocross, off-road truck racing, MMA enthusiasts, and even BMX kids. We are also aligning with a number of metal bands that will continue to expand our audience.

 

It's an exciting time to be working with Metal Mulisha because of all this growth potential and a core team who knows how to get it done.

 


Articles You Might Have Missed