Rip Curl Positions for U.S. Growth
Surf brand Rip Curl International Pty Ltd., based in Torquay, Australia, is about to become Americanized.
Rip Curl—which manufactures surfwear for men and women, as well as footwear, outerwear, surfboards and wet suits—is embarking on a new “America First” initiative. As part of the plan, the company will move its U.S. headquarters from San Diego County to Orange County to get a bigger piece of the $4 billion surf market.
The company will relocate key executives from Australia beginning in March. David Lawn, global group chief executive officer, will lead a large contingent of new staff in supporting the U.S. initiative. Lawn will replace outgoing U.S. President Jimmy Olsson, who is moving to New York for personal reasons, the company said.
Rip Curl will relocate from the north San Diego town of Carlsbad to a location in Costa Mesa, Calif., near the South Coast Plaza shopping center and John Wayne Airport.
“America First is the No. 1 initiative for the Rip Curl group,” Lawn said. “The rest of the regions are posting excellent results, so now the importance of the American market and its influence on our global business comes further into focus. This requires us to bring the group’s full strength to the development of the business here.”
The surf market has been on the upswing, but Rip Curl, founded in 1969 at Bell’s Beach, Australia, has failed to put up the numbers in the United States that counterparts such as Quiksilver have.
Moving to Orange County may help. The area, with more surf companies per square inch than any other region, has become the world capital of surf. Among those companies are manufacturers Billabong, Quiksilver, Lost Enterprises, Hurley International and O’Neill apparel, as well as retailers Huntington Surf & Sport, Pacific Sunwear of California Inc. and Jack’s Surfboards.
The U.S. staff will be supported by Chief Operating Officer Shane Fallscheer, who previously ran global music chain Sanity Music, and Group Creative Director James Taylor, who will oversee a new global marketing unit and support the existing U.S. marketing team, managed by Marketing Director Mike Makos.
Los Angeles designer Jennifer Koll—who did color, trend and design direction for her own company, Creative Council—will become the new creative director for Rip Curl’s growing juniors business. Koll has worked with such companies as Nike Inc., Puma, Sony Music, Disney Vintage and Hurley. Group Footwear Chairman Jean Grandy will also move the footwear design and development team to the United States, working with Pepe Landa, USA footwear division manager.
“This type of focus and drive is what will take Rip Curl to the next level,” said National Sales Manager Dean Quinn, “The first thing the new people will do is listen to the market. They’ll soak it all up and bring increased expertise to better service our retailers, and it’s my job to guide them. This initiative will make us much stronger.”
Olsson said his departure is amicable. “I wish the team well in the future and pledge to never wear another surf brand in my life,” he said.
Anacapa Surf N Sport, a retailer based in Port Hueneme, Calif., said Rip Curl has been a solid brand. “They made some good moves lately, like going back to ’The Search’ [a campaign aimed at finding the world’s best waves],” said Anacapa’s Ryan Emery. —Robert McAllister
