La Jolla acquires license for Rusty NA from R. & Everything Else
11 Aug '07
3 min read
La Jolla Group Inc announced that it has acquired the North American license for Rusty apparel and accessories from R. & Everything Else Inc the company that owns the Rusty brand worldwide. The La Jolla Group is based in Irvine, California and holds the licenses for O'Neill Clothing, Lost Clothing and Metal Mulisha Clothing.
"We see tremendous potential for the Rusty brand, due to its core following and the deep rooted surf heritage of Rusty Surfboards. Once Rusty is plugged into La Jolla Group's infrastructure, we are confident we can help it achieve strong brand awareness and market penetration."
"Rusty has a devoted consumer following and we are ready to develop a product assortment that is on trend and has a degree of differentiation from the other brands in the top tier," said Toby Bost, CEO of La Jolla Group.
"It soon became apparent to us that the crew at La Jolla Group really knows their stuff and had done an excellent job with their existing labels. They also spoke the same "cultural language" as we do which made our decision that much easier. We are stoked to be working with like minded people and believe that La Jolla Group will do the Rusty brand proud," said CEO of R. Geoff Backshall.
Charlie Setzler, VP of Sales for O'Neill Clothing, has been selected as President of Rusty Clothing North America. "Rusty is a tremendous brand with a rich heritage in surfing. Rusty has all of the components of a successful surf brand; strongretail support, some of the most well known surfers on the planet in Jamie O'Brien and Josh Kerr, one of the most recognizable logos in the industry, and most importantly, the connection to world renowned shaper Rusty Preisendorfer."
marketing@alchempro.com
