Volcom, sold in April to maker of velour tracksuits, Rip Curl, October to camping retailer, Hurley, on the cusp of Halloween to owners of clothing brands for the "confident, sexy modern woman!"
Those of an advanced age will remember the glorious day in 2002 when Bob Hurley sold his eponymous brand to Nike for a hundred and twenty mill, three years after Hurley International was launched.
You know the story of the shaper-turned-surfwear-baron Bob Hurley? How a teenager from Rhode Island earned his stripes at Huntington Beach, became a team rider for HSS, a shaper of renown (sleds for world champs Rabbit Bartholomew and Pete Townend) and then in his twenty-eighth year scooped the license for Billabong USA for $40,000?
Yeah, it’s a good one, and it improved with age.
After Bob spent sixteen years turning Billabong into a hundred-mill-biz, he handed back the Billabong license to start the eponymous… Hurley.
Now, as reported in various biz trade journals, Nike has sold Hurley to the “brand management company” Bluestar Alliance for an undisclosed amount. The way Bluestar works is it identifies brands it wants to buy and once they get the keys, “our team of experts embark on a complete and thorough understanding of the brand’s potential channels of distribution and price point strategies. We create tools such as brand development profiles, trend guides, style guides and marketing strategies. These marketing materials portray graphic illustrations and a strategic marketing road map to enhance consumer brand recognition.”
Three months ago, the newsagent Reuters reported that Nike was “exploring options” for Hurley “including possible divestment” according to “people familiar with the matter.”
Nike’s potential retrenchment from the surfwear market is emblematic of the stance of most major consumer companies towards the sector. Surf brands have lost their appeal among non-surfing consumers, who now prefer boutique brands and retro streetwear.
The sale follows Volcom’s to the Authentic Brands Group, makers of iconic velour tracksuits, in April and Rip Curl to camping equipment retailer Kathmandu for three hundred and fifty mill (Australian) three weeks ago.
Commented on Disqus? Log out, tap the Disqus button, and your old name and comments come back. The box is ours.
Your comments are still here. Every one of them.
Twelve years of BeachGrit comments came across from Disqus. Connect and we will show you how many are yours. We get your username, nothing else.
Connect Disqus to reveal.
Now the garter belts on the wetsuits can be real!
Hurley’s bought by a private equity firm, that’s name is most likely a reference to a movie (Wall Street) that was based on greed? This should end well for everyone involved.
Maybe they’ll drop this bloke https://uploads.disquscdn.c…
Yep, I got bloods, crips and some assorted non affiliated colours. Flanno’s are considered formal wear in many suburbs. https://uploads.disquscdn.c…
Hurley, , Maui&Sons, Stubbies. One after the other into the goodwill donation pile
Jimmy’z, Sundek, instinct?
MCD, Gotcha, SRH, SMP, Ezekiel, the list goes on and on….
SMP! Classic. Made Milo Myers a nice chunk of change.
Ocean Pacific. Hang Ten. Mossimo
I would sure put a crusty stain on that black dress.
Shooting a few blanks first would clear up your crust problem
Bummer. I was hoping Lululemon was going to pick them up. Could have been a massive opportunity to add the lemon’s patented “no camel toe” gusset to Hurley boardies. An opportunity squandered.
Maybe Dirk shoulda just bought one of these companies instead…
Their heads are going to explode when they realize nobody wants a logo on their t shirt.
bingo, why pay to wear someone else’s advertising?
When Hurley peaked
https://uploads.disquscdn.c…
“Hey Rob, let’s sell some lies bro. Nike’s leverage with third world slave factories is really going to help drive profit.”
Does this mean they won’t be modeling their wetsuits squeezed over roided out Under-Armor linebacker lookin’ ass mannequins anymore?
Hurley has a huge team payroll- JJF, Julian, Kolohe all blue chippers! Could be a bloodbath
Hawaiian Island Creations is still family owned and sponsoring big contests in Hawaii.
The companies that sold out failed.
Rip Curl is the only one coming out on top in this. At least they got bought by an outdoor company. Im also kind of in love with their Mirage shorts and Anti-Series lines
Don’t know about you cunts but I’m pretty excited about velour Volcom tracksuits.
Those easy access side button ones
Have you tried the velour wetsuit yet? The ones with “SLUTTY” on the arse.
It’s a game changer.
Does it come with a chunky gold chain , chest hair and a porn star mustache ?
No, this is the one that comes with built in muffin-top and cankles.
I will go perfectly with the satin jockey jacket my sister wore to see Sherbet at the (W)Hordern Pavillion ?
If only Tom Delonge could of gotten aliens to wear Hurley.
His sekret machine undoubtedly has the H logo on it
Do surfers wear surf wear? I don’t but I don’t look like a “surfer” anymore than I look like any other fuckwit. If I did wear a bit more Hurley could I pull the likes of the cover story bird Bebe? Cause damn!
I’ve really enjoyed the surf industry apocalypse so far. Some of the cheapest places to get decent surf hardware (eg Ocean & Earth leggies, good wetsuits) are the outlet stores. There’s some gold there amongst all the crap
No idea how surburban Rip Curl stores and similar survive. I walked thru one recently, 3 staff – no customers
Rip Curl Pacific Beach is the most overpriced joint down there. Every time Ive gone in its a ghost town. I have no idea how it stays open unless its a money laundering front
If so, then I guess the whole thing has come full circle!
Circular (time) lines
There is a Rip Curl store in the San Diego Airport and in LAX. How are those still open? Walked by them 100 times and never seen a customer…. I like the laundering angle Scott…
Yeah, those are both heavy overhead locations. Id imagine the rent is astronomical at the airport and in Mission Blvd. The PB store had that stagnant feel last time I was there. The tags on the wetsuits were all old and tattered. Boards kind of stuck to the racks, the retail professionals all looked bored out of their minds. I wonder if they’re franchises or all owned by mother Rip Curl?
There’s one in the Houston airport… https://www.ripcurl.com/us/…
I wear shorts bought from surf shops and maybe short sleeved button ups for going out at night, but I havent bought a logo t shirt in a long long time
When will they work out
All we really desire
Is a good wetsuit
Hurley deals at Target!!! woop woop.. everyone can be part of the tribe now!!
Mossimo too!
No mas moss. Target dropped it a while back.
Ha! That’s how infrequent I go there
And 1 is at Walmart. That is all that really matters to the core inland wave rider.
hoops baby!!! Where Kobe at?
It may be a somewhat unpopular opinion, but Nike’s ownership was the one thing I really liked about Hurley.
One pair of Hurley Phantoms and I definitely own more slave labour Nike shit. They make great joggers.
Best skate shoes I’ve ever owned in my life, too.
The Nike range is killer.
The Adidas Busenitz’s are pretty badass too. Since we are talking 3rd world economy propping shoe manufacture.
I have some adidas (3MC) that skate wonderfully too.
The only thing good about Hurley was the Nike Dri-fit and tech.