Billabong announces the launch of a new brand: Honolua Surf Co., which will commence as a stand-alone wholesale company separate to the Honolua Surf Company retail division.
The Honolua Surf Company retail division will remain the same and continue as a retail operation, comprising of 17 stores in Hawaii and two in Las Vegas, and will continue to provide a multi-branded offering, deriving about 60 percent of their sales from Honolua Surf Company-branded apparel.
“The Honolua team is really excited to partner with Billabong to develop an outstanding product that will be available wholesale and in the Honolua Surf Company stores,” said Tom Knapp, Honolua Surf Company President.
“Billabong is a perfect match within the authentic, surf-based lifestyle culture and will offer tremendous potential for product, design and distribution opportunities through Billabong's existing international distribution network.”
Pat Fraley, founder and former co-owner of Counter Culture, will act as the brand director for the Honolua Surf Co. and spearhead the overall direction of the brand image through marketing, creative and general trends, as well as distribution channels, design and merchandise.
“I am excited to be a part of a new brand that fills a void in the market by appealing to a strong culture with a much broader demographic and customer base,” said Fraley.
The Honolua Surf Co. will launch simultaneously to worldwide markets to include the US, Australia, Europe and Asia for Spring 2005, and will be based in Irvine, CA.
The entire collection of Honolua Surf Co. can be previewed at ASR in July in Europe, ASR in September in San Diego, CA and Surf Expo in September in Orlando, FL, and will be available for Spring 2005 at all 19 Honolua Surf Company stores and select retail outlets.
