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by Erin Barajas, Manufacturing Editor
September 17, 2010
ORLANDO, FLA.—Despite the caution that continues to linger among action-sports brands and retailers, some exhibitors and retailers turned out for the Sept. 10–12 run of Surf Expo with plans to cash in on potential growth opportunities.

The show attracted approximately 2,300 retailers and 1,700 booths to the Orange County Convention Center.

Exhibitors reported a steady stream of appointments and some walk-in traffic from buyers looking to make final orders on Spring 2011 or snag last-minute Fall or Holiday 2010 goods.

Juniors continued to be a major focus among core brands.

Facing stiff competition from retailers such as Forever 21, H&M, Urban Outfitters and the like, surf and skate brands have focused on carving out their own niche in the juniors market.

“Specialty [surf and skate] shops don’t want to and can’t compete with the Forever 21s of the world on price. They have to do something different, and [core brands] have to partner with them and give them the right product,” said Toby Bost, chief executive of the Irvine, Calif.–based action-sports licensing company La Jolla Group. Juniors product coming out of the action-sports industry has to be more than trendy—and it has to be timelier, he said.

O’Neill, which saw its juniors business shrink from 40 percent of its total business to 30 percent in 2010, is taking major steps to staunch the ebb. “We’re doing a complete realignment of our juniors business. The market is super-competitive and value-based. Trends turn in 30 days,” Bost said.

Traditionally, core brands haven’t worked at fast fashion’s accelerated pace. O’Neill Girls has a new management team, a new creative team, a new name (the brand was formerly “O’Neill Juniors”) and a delivery schedule that is peppered with between-season capsules of new product. The company hopes the strategy will help retailers keep sales floors fresh and grow its juniors business to 40 percent of its total business in 2011.

“We’re attacking speed-to-market. Our strategy is to skip the sampling process [for between-season capsules] and work outside of the traditional production calendar. We had to get creative to keep up,” Bost said.

There are risks involved with the O’Neill Girls strategy. “The between-season capsules are small, but they aren’t pre-lined, so we’re taking a risk and investing in our inventory. And we have to retrain the retailer to deal with how fast trends turn,” Bost said. To start, the between-season capsules will consist mostly of knit tops. The first such delivery was shipped for Fall 2010.

Local Newspaper covers the Grand Opening of the Pala AFMXA Freestyle Motocross Park.

Check out the story here.

“The tragic death of freestyle motocross star and San Diego native Jeremy Lusk served as the inspiration for the grand opening of a one-of-a-kind freestyle motocross practice facility, which emphasizes safety and opened to the public on Saturday at the Pala Raceway.
The track features several jumps and a foam pit. Unlike any other track, Pala is open to amateurs.”

Local Newspaper covers the Grand Opening of the Pala

Check out the story here.

La Jolla Group (“LJG”), the premiere multi-brand apparel licensing company with a portfolio of prominent brands including O’Neill Clothing USA, Lost Clothing, Metal Mulisha Clothing, and Rusty North America, today announced the appointment of Jim Shubin as Vice President of Sales and Marketing for its latest acquisition, True Love & False Idols (“TLFI”). Effective immediately, Shubin will report to Toby Bost and Bill Bussiere, LJG’s CEO and President respectively, and will be based out of the company’s headquarters in Irvine, Calif. In his new position, Shubin will play a key role in solidifying the TLFI brand platform, overseeing development and partnerships, and implementing a global distribution strategy.

“Shubin is the perfect match for La Jolla Group and the right leader for the journey we are embarking on with True Love & False Idols,” commented Bost. “His understanding of the streetwear sector, combined with his business relationships, charisma, and overall positive spirit are all attributes that will make him successful in this position. We are excited for what will undoubtedly be a fun and successful venture.”

A Southern California native, Shubin has worked in the fashion and action sports industries for more than 20 years, and has become known by his peers as “the brand builder.” Most recently, he has consulted for CLASS and the Nielsen Group on the launch of CLASS@ASR in San Diego, CA; and managed various international apparel brands looking to expand into the U.S. market, most notably, WeSC. While at WeSC, Shubin conceptualized and implemented all marketing efforts and product launches, streamlined alliances and established a nationwide retail presence.

Earlier in his career, Shubin served as VP of Marketing and International Sales at Ezekiel, where he worked closely with the sales and design teams to reposition the brand and increased sales by 300%. Prior to Ezekiel, Shubin was the Director of Sales and Marketing at Dwindle Distribution, home to 10 of the most influential brands in skateboarding, including Almost, Enjoi, World Industries, Blind Skateboards, Tensor, Speed Demons, Darkstar, and Droors. During his tenure, Shubin’s non-traditional marketing approach and deep global network helped build Enjoi and then launch Almost Skateboards into two of the most recognizable names in action sports.

Shubin added, “I am excited about the challenge of building an emerging brand with tons of potential – especially one with as much depth and DNA as TLFI. La Jolla Group’s solid infrastructure provides a great foundation to further this brand’s growth and product evolution.”

TransWorld Business caught up with La Jolla Group CEO Toby Bost at Surf Expo in Orlando last week to talk with him about the recent news surrounding the company, its latest licensing deal with streetwear brand True Love and False Idols and O’Neill’s venture into eyewear. Watch the video at Transworld.

From the article True Partnerships = Success

Undeniably, the overall business landscape has changed. Take all the ingredients of the recession and mix it with a consumer that has been introduced to “mad” technology and incentive driving shopping, and you get a picture of what doing business in the 21st century is going to look like. Based on ’09, an emphasis on brand- and user-generated content, social media, digital marketing, and e-commerce to communicate with a consumer who expects quality for value are at the top of the list. Despite all of the change, the good news is that consumers are brand loyal and continue to buy premium brands and products. So, delivering compelling product and using these new tools wisely will drive sales of authentic action sports brands … I have a firm belief that out of recession, new opportunities are born — from the emergence of new brands to the creation of new partnerships. I am confident that a number of new brands will find traction and capture market share. This of course, will be at the expense of others and a degree of “branded consolidation” will continue through 2010. In addition, my mantra all year is that true partnerships between wholesalers and retailers are the reigning formula for success.

La Jolla Group (LJG) has entered into a long term licensing agreement with authentic streetwear brand, True Love and False Idols. In keeping with LJG’s diversification strategy and identifying the streetwear market as a core growth area, the company has taken on the master license for TLFI, recognizing it as one of the hottest “street couture” lines out of California.

“LJG has built a versatile company with strong operational and service capabilities. This acquisition presents an incredible opportunity to enter new markets and build a young up and coming brand. It also marks LJG’s commitment to partnership with its retail clients [and] bringing “newness” to the retail floor.” – Toby Bost, CEO, La Jolla Group.

Over the next few weeks, LJG will announce the addition of a sales executive to grow the brand’s national account base that includes high-end specialty retailers, boutiques, and other distribution channels, and tap into opportunities in the international market. TLFI will be based out of La Jolla Group’s corporate headquarters in Irvine, CA, effective Monday, January 11, 2010.