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.