Founded in 1985, this "Frenchie" brand has become a reference in the surfing world with an annual turnover of $75 million. By putting on the markets collections which marry technology with fashion, it has attracted a mixed clientele of women and men.
Since July 2008, the brand has crossed the ocean to open its first international shop in Santa Monica, California. Its expansion abroad will ring the comapny to Australia during the Fall of 2008.
The launch of the first American boutique was widely covered by the media thanks to a strong personality, present at the opening event: Laird Hamilton, one of surfing’s legends, who signed his books and boards during the event. The star has been associated with the brand for 18 years.
"This is a major achievement, long overdue. Inspired by the elegance of Longboard and of our icon, Laird Hamilton, we believe that the brand will have a great success in the USA" said the company’s General Manager.
To ensure its development, brand is partnering with the largest surfshops in the North American continent and has signed licenses for the distribution of its products for several years. It will present its new collection at the annual show in San Diego, in the presence of the American champion.
The C.E.O. of the U.S. branch welcomes the move and considers that deciding on the United States to launch the internationalization of the company is a wise choice to achieve the development goals of the brand.
The first line has been distributed since May in stores all around California and at Hawaiian shops. Beginning in September, the Fall-Winter collection arrived on both the West Coast and the East Coast, as well as Puerto Rico.
Thanks to a market research tailored to its new objectives, the brand is able to offer innovative, different and attractive products.
The brand will be present at major events including the second stage of the Longboard World Championship in the United States (November ‘08.