Reef officially launched a collection of girls swim, sportswear and shoes. The surf brand's first head to toe program for girls will first hit retail in late 2007.
Tandi South, formerly at Roxy, has been hired as Reef's girls National Sales Manager.
The spring 2008 line will debut at the upcoming Miami Swim Show, followed by ASR and Surf Expo. The launch of the Reef girls line marks a major milestone in the companys rich twenty-three year history. It is the first major category extension since the womens sandal line debuted in 1998, and the mens apparel line in 2003.
“Launching Reef girls swim, shoes and sportswear categories has major implications for our brand,” comments Reef VP of Marketing, Kevin Flanagan. “We have evolved from a sandal company, to a year-round resource for footwear and apparel.”
The Reef girls line will be positioned amongst other tier one, surf lifestyle brands with a design direction for the style conscious, 17-24 year old girl who is seeking a fresh take on surf fashion.
Reef girls Brand Director, Trish Hegg adds, “We want to reach the girl that is immersed in the surf and beach lifestyle, but doesnt necessarily identify with the junior lines currently at retail. The styling is in tune with the Reef brands heritage with an added chic level of maturity and style that will pleasantly surprise our consumer.”
The girls swim program will anchor the new girls product lines. Silhouettes range from fashionable bandeau, triangle and halter tops using unique Reef prints, to more active geared bikinis, board shorts and cover-ups that showcase the new Reef girls logo. The line will be sold as separates in a Brazilian cut, as well as a more standardized You-niversal cut.
The sportswear program is filled with flirty sun dresses, dainty woven tops, jumpers and shorts. Versatility is key with pieces designed for layering, as well as styles that can easily be dressed up or down for the beach and beyond.
Closed toed footwear completes the third portion of the Reef girls launch. The line includes a smart mix of classic slip-on vulcanized shoes, ballets, mesh runners and espadrille trimmed casual walk shoes that instill the comfort and quality Reef is famous for.
Reef also announced the addition of Tandi South as the Reef girls National Sales Manager. South brings 20 years of surf industry sales experience to the Reef girls team. Her focus will be on assisting the Reef sales force during the launch, as well as managing the successful girls sandal business.
South brings a wealth of industry experience to Reef having handled key, west coast accounts for Warnacos designer swim divisions for seven years. Most recently, South comes from Roxy where she managed key accounts for the last five years.