Perry Ellis International (NASDAQ: PERY) announced today its acquisition of the Redsand brand trademark, a deal that will expand Redsand’s sourcing and marketing capacity while opening a new channel of distribution for Perry Ellis. Redsand is a premium action sports brand based in San Diego, California.
Steve Timmons, Redsand co-founder and beach volleyball champion, anticipates a robust future for the brand. “This agreement allows Redsand to remain autonomous, but gives the brand access to Perry Ellis’ vast resources. 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.
“Equally important, Timmons added, “is John Sabo’s oversight of Redsand as brand manager at Perry Ellis. John’s surf specialty experience makes him sensitive to the needs of the industry and we trust him to keep the brand’s authenticity intact.
John Sabo described his vision for Redsand as respecting and honoring the brand’s heritage: “Redsand was born on the beach and will remain on the beach. 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. We will also keep the company’s headquarters in Southern California, where the majority of the surf industry is based.
Sabo is also a strong believer in synergy between action sports and music. “Redsand has developed into an Americana lifestyle brand with a strong music influence. We plan to expand Redsand’s practice of seeking out promising bands and engaging them in sponsorship and co-promotion. We will also continue the brand’s sponsorship of team riders, surf events and regional concerts.
According to Oscar Feldenkreis, Perry Ellis president and COO, Redsand is the perfect fit for the company’s brand and product category diversification strategy. “The action sports channel is a new market for Perry Ellis. 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.
About Perry Ellis International Inc.
Perry Ellis International Inc. (PEI) is a leading designer, distributor and licensor of a broad line of high quality men’s sportswear, including casual and dress casual shirts, golf sportswear, sweaters, dress casual pants and shorts, jeans wear, active wear and swimwear to all levels of retail distribution. PEI, through its wholly owned subsidiaries, owns or licenses a portfolio of brands that includes 25 of the leading names in fashion such as Perry Ellis, Jantzen, Munsingwear, John Henry, Grand Slam, Natural Issue, Penguin Sport, Ping golf apparel, the Havanera Co., Axis, and Tricots St. Raphael.
Look for more on the Perry Ellis/Redsand deal in the Volume 6, Number 2 issue of TransWorld SURF Business.