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Hurley rebounds and sells big
The Costa Mesa company is now focused on the right things: product and customers.
By Tiffany MontgomeryPublished: April 10, 2008
Hurley International is riding high these days, though it took a few rocky years adjusting after its sale to Nike in 2002. The surf- and skate-lifestyle brand in Costa Mesa just recorded its best quarter ever, with sales rising 33%.
“They are really getting the product and merchandising right, and that is connecting with (the) core consumer and with the broader action-sports market,” Nike CEO Mark Parker said during an earnings conference call with analysts.
Hurley survived an internal review of Nike’s portfolio of businesses last year that led to the sale of two Nike-owned companies. Nike wanted to invest in the businesses with the most growth potential, and Hurley made the cut.
The sailing hasn’t all been smooth since the Nike purchase. Bob Hurley, the chairman and founder, once told this reporter that the company lost focus as it digested many changes, including launching a shoe line that was not embraced by consumers and moving manufacturing offshore.
Hurley declined an in-depth interview for this piece, except he did say, “We love our partnership with Nike.” He says he wants to focus on the business and let the company’s work speak for itself.
The company promoted 5 new regional sales managers from within to ensure retail accounts get the attention they deserve, and it revamped its design team with the goal of instilling the Hurley vibe in every product, Hurley Vice President Mark Weber says.
The company also is getting a sales boost from its lower priced One & Only line, store owners say.
Hurley has worked to bolster relationships with retailers by being quick to resolve problems and making store employees feel special. Retailers have noticed a difference in how the company treats them and in Hurley’s product.
“The product is dang good, and the sell through is noticeably better,” says Dave Hollander, co-owner of Becker Surf, which operates 6 stores throughout Southern California.
Hurley hosted an event in March, in which about 10 Orange County stores competed in surfing, skateboarding and karaoke contests – all in 1 day. “It sounds silly, but that builds support in our stores,” says Duke Edukas, co-owner of Surfside Sports in Costa Mesa. “We have 41 employees. If they embrace the brand, they are going to sell more stuff.
“We always felt like we were part of the Volcom and Quiksilver and Billabong families. ... Now we feel part of the Hurley family.” OCM
Tiffany Montgomery is OC METRO Business Magazine’s retail columnist.
VIEW THIS SLIDE SHOW TO GET A HEALTHY DOSE OF HURLEY'S HIGH-ENERGY CULTURE
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Hurley International is riding high these days, though it took a few rocky years adjusting after its sale to Nike in 2002. The surf- and skate-lifestyle brand in Costa Mesa just recorded its best quarter ever, with sales rising 33%. “They are really getting the product and merchandising right, and that is connecting with (the) core consumer and with the broader action-sports market,” Nike CEO Mark Parker said during an earnings conference call with analysts. Hurley survived an internal review of Nike’s portfolio of businesses last year that led to the sale of two Nike-owned companies. Nike wanted to invest in the businesses with the most growth potential, and Hurley made the cut. The sailing hasn’t all been smooth since the Nike purchase. Bob Hurley, the chairman and founder, once told this reporter that the company lost focus as it digested many changes, including launching a shoe line that was not embraced by consumers and moving manufacturing offshore. Hurley declined an in-depth interview for this piece, except he did say, “We love our partnership with Nike.” He says he wants to focus on the business and let the company’s work speak for itself. The company promoted 5 new regional sales managers from within to ensure retail accounts get the attention they deserve, and it revamped its design team with the goal of instilling the Hurley vibe in every product, Hurley Vice President Mark Weber says. The company also is getting a sales boost from its lower priced One & Only line, store owners say. Hurley has worked to bolster relationships with retailers by being quick to resolve problems and making store employees feel special. Retailers have noticed a difference in how the company treats them and in Hurley’s product. “The product is dang good, and the sell through is noticeably better,” says Dave Hollander, co-owner of Becker Surf, which operates 6 stores throughout Southern California. Hurley hosted an event in March, in which about 10 Orange County stores competed in surfing, skateboarding and karaoke contests – all in 1 day. “It sounds silly, but that builds support in our stores,” says Duke Edukas, co-owner of Surfside Sports in Costa Mesa. “We have 41 employees. If they embrace the brand, they are going to sell more stuff. “We always felt like we were part of the Volcom and Quiksilver and Billabong families. ... Now we feel part of the Hurley family.” OCM Tiffany Montgomery is OC METRO Business Magazine’s retail columnist. VIEW THIS SLIDE SHOW TO GET A HEALTHY DOSE OF HURLEY'S HIGH-ENERGY CULTURE |
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