O'Neill Clothing has announced record sales for the year ending Dec. 31, 2003. O'Neill's introduction of one of the nation's top selling boardshorts capped a year that included the successful launch of women's swim, re-launch of men's and women's accessories and dramatic growth from the junior's category.
While O'Neill International already manufactures the number one branded wetsuit worldwide, O'Neill Clothing USA President Kelly Gibson challenged the apparel division to pick a category to be a leader in. “Our boardshort business was phenomenal, with the Superfreak selling more units than any boardshort in O'Neill's 51-year history,” said Gibson. “The Superfreak's success was the icing on the cake to a great overall year.”
O'Neill's growth is fueled domestically by a diverse apparel line featuring men's, junior's and children's boardshorts, walk shorts, wovens, knits, pants, sweatshirts and jackets. Junior's and accessories sales were up 35 and 93 percent respectively, while the company enjoyed an overall sales increase of 28 percent. Since 1997, O'Neill Clothing has posted a 26 percent compound annual growth rate (CAGR). The overall brand (including the Santa Cruz, Calif.-based parent company) now ranks among the top three surf companies globally.
O'Neill Clothing is positioned for further growth after assembling a team of world-class boardsport athletes and the addition of talented personnel in the modern Southern California facility. Based on spring “bookings,” the company is on track for a 30 percent sales increase in the first quarter of 2004. Women's swim is projecting a doubling of sales this year and is receiving great reaction in the marketplace, while anticipation builds for the second generation Superfreak, the Superflex.
O'Neill's authentic American heritage and adventurous image is driven by a successful marketing strategy that focuses on core products and specialty store distribution. National advertising in both endemic and mainstream publications emphasizes technology, function and innovation, utilizing endorsements from the world's top surfers. The success of last year's U.S. Open of Surfing presented by O'Neill and rugged events like the long-running O'Neill Cold Water Classic (Steamer Lane, Santa Cruz) help drive the point home.
