Reef Goes 24/7 With New Sales System
The VF Corp. is continuing to consolidate its back-office operations after its recent spate of acquisitions. The company’s Reef brand will soon use the same sales software as others within VF’s action-sports wing, including Vans and The North Face.
Reef, which recently announced it will market women’s apparel, will use iVendix, a salesand order-management system developed by Denver-based CenterStone Technologies Inc. Reef’s dealers and reps will be able to order 24/7 over a Web-based platform when the company goes live this summer.
Based in San Diego, Reef is known for its beach sandals and swimwear. VF acquired the company in 2005.
“The North Face invested in the Center- Stone solution several years ago, and it has been well received by their dealers and their sales reps,” said Tom Detmer, chief executive officer for CenterStone. “Since then, CenterStone has rapidly become an industry standard for B2B, online ordering in action sports and outdoor recreation, so it was only logical for Reef to launch a similar initiative.” —R.M.
