After Pacific Sunwear anmed them as one of their top three vendors in both juniors and young mens apparel, ONeill Clothing has seized the opportunity to expand the traditional surf brand into the swimwear and girls 7-14 to its juniors line.
The now 50-year old surf company reported that juniors sales were up 44% in Q1, while juniors accessories jumped 90% for the same quarter.
The company has quietly been adding more muscle to its juniors team, adding former Wet Seal desighn director Tonya LaBarrie to head up merchandising for the group and former Dickeies Girl sales manager Michelle Devine as juniors sales manager.
The ONeill swimwear line will be launched to the trade in July at the SAF show in Miami.
>>> Great move outside their core as they expand the business beyond suits and shorts.
