Perry Ellis Rides the Action-Sports Wave
Perry Ellis International Inc. is ready to ride the action-sports wave. The New York–based apparel giant recently purchased indie surfwear maker Redsand Apparel for an undisclosed amount.
A spokesperson at Perry Ellis said the deal would expand the San Diego–based actionsports label’s sourcing, marketing and distribution capacities.
“We will distribute Redsand across new channels of opportunity for Perry Ellis International, from youth-lifestyle chain stores to single-store surf and specialty boutiques,” said Oscar Feldenkreis, Perry Ellis president and chief operating officer.
Perry Ellis designs, manufactures and distributes men’s and women’s apparel. Additionally, Perry Ellis owns and licenses a handful of apparel labels, including Jantzen, Munsingwear, John Henry, Grand Slam, Natural Issue, Penguin Sport, Ping golf apparel, the Havanera Co., Axis and Tricots St. Raphael.
Redsand co-founder Steve Timmons said: “By tapping into Perry Ellis’ sourcing strength and marketing power, Redsand will achieve its destiny as a premier lifestyle brand. In addition, Perry Ellis’ international licensing expertise will expand Redsand’s worldwide appeal.”
Perry Ellis’ brand manager, John Sabo, whose brand-building background includes stints in merchandising and licensing at Ron Jon, a Florida-based surf retail chain, will be in charge of overseeing Redsand’s day-to-day operations.
“Redsand was born on the beach and will remain on the beach,” Sabo said. “The Redsand staff—from senior management through merchandising, design, marketing and sales—will be drawn from the Orange County action-sports industry and Redsand’s current staff.”
The company’s headquarters will remain in Southern California, Sabo said.
Currently, Redsand is distributed in approximately 250 surf specialty stores. “Our goal is to increase that to 500 retail stores as well as teen-lifestyle chains such as Pacific Sunwear, Zumiez and The Buckle,” Sabo said. —Claudia Figueroa
