O’Neill surfs up

 

A collaborative venture with local supermodel Elyse Taylor is just part of a broader product strategy for O’Neill Australia.

The company currently services 400 retail stores across Australia and is a licensee of the European-headquartered trademark. While O’Neill publicly announced its Taylor venture will launch next year, marketing manager Tom Sullivan revealed it could extend to other products.

“It is currently at the infancy stage of the relationship but we are looking to explore a long-term association; at this stage there is definitely a swim range,” he said.

“We drop three apparel collections each year – winter, summer and hi summer – and for 2012 we will also be introducing a hi winter collection.”

Sullivan said both the swimwear line and hi winter range were still in development, with specifics dependent on trends and market requirements at the time.

“O’Neill Australia designs and develops its own apparel collections independent of the other regions and leverages the global product ranges for wetsuits, footwear and outerwear,” he said.

“So all Australian designed product is available along with significant selections from the global Wake, Snow and Wetsuit line.”

As part of the strategy, the brand has also launched an audio line in collaboration with electronics firm Philips. Sullivan said the launches were designed to strengthen its core retail surf channel, with no plans to expand into stand-alone retailing.

O’Neill clients include SDS/Jetty, City Beach, Surfstitch, Surf Culture and Surfection.

Assia Benmedjdoub