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Kmart to launch surf and skate line

Kmart’s new surf and skate line, Boarding.

By TIFFANY MONTGOMERY
May 09, 2008 02:44 PM

According to DNR's Web site, Kmart will launch a surf and skate clothing line this summer. Kmart is the latest big box discount chain to jump into action sports. Wal-Mart is now the exclusive retailer for Op and snowboarder Shaun White is teaming with Target on a clothing line.

Here's the DNR story.

NEW YORK - Not to be outdone by its mass-market counterparts, Kmart will debut a young men's surf and skate-inspired collection, called Boarding, this summer. The line, which will launch at Kmart stores in early June, will retail from $12.99 to $22.99.

According to Kmart's Mike Sablowski, vice-president and GMM of men's, Boarding will initially launch in 100 stores, in what he described as a "soft offering." Depending on consumers' reactions, Kmart could roll it into more of its 1,400 stores in later seasons.

Boarding, which is initially exclusive to Kmart, is a product of Miami-based Orange Clothing Co. Scott Deutsch, president of Orange Clothing, described the collection as "trend right, but affordable. Our focus is to offer the same quality and look as a Quiksilver or Volcom, but be half the price."