Beach Bums Promotes Buyer to Marketing, Product Chief
Beach Bums Inc. will vie for a higher public profile. On Aug. 10, the Anaheim, Calif.–based activewear retailer named Todd Kellogg as its director of marketing and product development. He had served as the retailer’s senior buyer since 2001.
For marketing, the 27-year-old Kellogg will focus on producing events, such as skateboard competitions and autograph signings from extreme sports stars, at Beach Bums locations. He also will produce fashion shows and concerts. Although the size of Beach Bums’ marketing budget has not been decided, Kellogg believes that producing events will be important to the company’s future popularity.
“The more our name is out there, the more we are in magazines,” he said. “The increased press will attract new customers and legitimize us to old customers.”
Kellogg also will concentrate on building the store’s private labels. The company has produced private-label T-shirts and hats for six years under the label Beach Bums. By Spring 2007, the company will debut Moteph, a private label that will concentrate on cut-and-sew items such as boardshorts, tank tops, bags and hoodies. Price points for the T-shirts should be $18–$30; boardshorts might be $40–$55.
The 14-store chain offers everything from premium denim to boardshorts from popular brands such as Volcom, Krew and True Religion.
Its new marketing and production director grew up with the company. Kellogg joined it as a sales associate eight years ago. He spent the past five years as a senior buyer for the company.
In 2004, the company went on a growth spurt, opening stores across Southern California and one in Las Vegas. The 14th store is scheduled to open in November in Whittier, Calif. In May 2006, Beach Bums opened a 30,000-square-foot warehouse in Anaheim.
Beach Bum’s Trieste Graham was named a senior buyer on Aug. 10. —Andrew Asch
