Quik Sells Women's Swim Portfolio
Huntington Beach, Calif.–based surf giant Quiksilver announced on April 14 the sale of its Raisins, Raisins Girls, Leilani, Island Soul and Island Escape swim brands to AOM Holdings. The company said the move, which did not include its Roxy label, is part of Quiksilver’s focus on its core business, which includes Quiksilver, Roxy, DC and Mervin.
“After evaluating opportunities for our other women’s swim brands, we felt the best course of action for our shareholders, our customers and our employees was to sell these women’s swim brands to AOM Holdings, who came forward with an attractive offer,” said Craig Stevenson, president of Quiksilver Americas, in a statement. “AOM has extensive experience in the swim category, and we are pleased that they have expressed their intent to continue to operate these brands within their existing channels of distribution.”
The company said the transition should be seamless. Quiksilver will continue to ship Spring and Summer 2010 orders and reorders. AOM will take over the brands completely starting with the Spring 2011 season. Quiksilver has operated a women’s swim business since 1994. A release from AOM states that the brands will continue to be designed in California and sold in better surf, specialty and department stores. Brian Ivanhoe, the current vice president of Raisins for Quiksilver, joins AOM as executive vice president of Raisins swimwear on May 1.—Erin Barajas
