Based on the number of press releases Oakley sent out this past week, we would not be surprised by a less than stellar year-end and Q4 report to be released mid-week.
On Tuesday, the sunglass-and now footwear and apparel-maker and retailer said it will add 20 locations to the Iacon sunglass chain it acquired in 2002. Oakley also announced promotions for three Iacon executives.
Iacon, which operates stores and mall kiosks under the Occhiali da Sole, Sporting Eyes and Sunglass Designs nameplates, had 64 stores at the end of 2002, with 22 opening last year.
Although OO is back in the saddle with Luxotticas Sunglass Hut, the company is bolstering its efforts at retail with Iacon and in its own nameplate stores to mitigate potential damage in any future disputes. OO also seeks to build broader brand presence for the entire brand, something it cannot do through current distribution.
Group S.p.A, maker of Ray-Bans and other sunglasses lines, bought Sunglass Hut, Oakley’s biggest customer, in late 2001.
Oakley announced on Wednesday plans to augment and diversify its line of women’s apparel. The initiative calls for expansion of the current product line, plus a focused drive to enter new sales markets within the category.
The women’s apparel line accounted for approximately 12% of total OO apparel sales in 2002 and is considered by the company a key area for future growth.
OO brought in Jenny Earnshaw from Burton to head sales for the womens apparel group in the U.S. She expects to take its lifestyle product offering to “suitable” retail partners including select department stores.
By Thursday, Oakley had announced the development of a special boot for the U.S. Elite Special Forces group and said that they will offer the Standard-Issue Assault Boot for civilian use, along with a shoe variant of the innovative new design.
