Brand extension marks surfer's foray into apparel market
27 Dec '06
2 min read
PRIMEDIA Enterprises, the business development arm of PRIMEDIA announced collaboration with TS2 to produce an apparel line under its Surfer enthusiast brand. This marks the brand's foray into the apparel market.
“Surfer has a legacy that spans forty-plus years, and has long ago earned its place as the authoritative voice and bible for die hard surfers,” said Sean Holzman, Senior Vice President, PRIMEDIA Enterprises.
“In essence, Surfer has evolved into a true lifestyle brand that fosters deep and meaningful connections with an extremely passionate group of consumers. This latest retail initiative with TS2 is illustrative of our success in leveraging the brand's heritage and addressing significant demand for products that reflect authentic surf culture. It makes perfect sense to develop retail initiatives that extend the deep relevance Surfer enjoys while providing a broader product range for consumers.”
TS2 will produce men's t-shirts, sweatshirts, and headwear for Surfer under the name 'Busby Ltd', TS2's Apparel Design House. Additionally, Busby Ltd will create a line of Surfer branded shorts and board shorts, t-shirts, sweatshirts and headwear for boys. The apparel lines will be available at retail beginning Spring 2007.
“This collaboration was born from demand among the readers of the publication, and TS2 is excited to roll out product that will reach a significant number of enthusiasts and brand advocates,” said Tim Busby, President ofTS2. “Surfer has built a rich history and tremendously wide appeal.
marketing@alchempro.com
