Quiksilver rides the wave of youth appeal. It caters to the young and athletic with surfwear, snowboardwear, sportswear, and swimwear sold under the Quiksilver, Roxy, Hawk, Radio Fiji, Lib Technologies, and Gnu names. Quiksilver owns the DC Shoes brand of footwear and apparel for young men and juniors. It sells its apparel, footwear, and accessories in specialty and department stores worldwide, including Nordstrom, Dick's Sporting Goods, El Corte Ingles, Galeries Lafayette, and Macy's. The retailer boasts about 830 of its own stores under the Quiksilver, DC, Roxy (young women's apparel), and Quicksilver Youth banners. Quiksilver has expanded its products to include eyewear, watches, and personal care items.
During 2009 Quiksilver saw its sales slide. Retailers bought conservatively that year and traffic in its own stores was sluggish through the end of the year. In the Americas, net revenue dropped 12% while net revenues in the company's European and Asia/Pacific regions declined by single digits. Though sales continued a slight decline in 2010 (single digits across all categories), the company cited improved sourcing and less discounting as reasons for increased profits in its Americas and Europe segments; Asia Pacific was flat.
After initially cutting jobs and instituting better sourcing practices early in the recession, the company in late 2010 took steps to convert its short-term debt to long-term in order to become more liquid and continue its relatively aggressive store expansion plans. (The debt restructuring was aided by investor group Rhone, which now owns about a third of the company.) Quiksilver opened about 30 stores in 2010 and plans to continue on that pace. The company is also looking at a new store concept which includes all its hard and soft goods and all brands under one roof. Test stores have opened in Europe and one is planned for Venice, California.
Like many surf/skate/snowboarding companies, Quiksilver promotes its brands not so much through advertising as through sponsorship of events featuring its products, e.g., major surf and skateboard competitions. It forms associations with well-known athletes in the field, including skateboarder Tony Hawk, to promote its products. Another division, Quiksilver Entertainment, produces programming that covers these events, while also promoting the boardriding (and hence Quiksilver) lifestyle.
Quiksilver also has ventured into personal care products -- a relatively new niche for the company -- for its namesake and Roxy lines. Through an exclusive worldwide licensing agreement, Inter Parfums develops and distributes Roxy fragrance, sun care, skin care, and related items, as well as Quiksilver sun care and other products through 2017.
Until November 2008 Quiksilver also sold snow skis, boots, and bindings through its Rossignol business under the Rossignol, Dynastar, Lange, and Look brands. Longing to return to its apparel and footwear roots, the company eventually sold the underperforming business to Chartreuse & Mont Blanc, a company headed by Rossignol's former CEO Bruno Cercley. (Chartreuse & Mont Blanc is majority owned by Macquarie Group.) Quiksilver had sold its golf equipment unit (Roger Cleveland Golf Company), which was part of the Rossignol buy, to SRI Sports Limited in late 2007 for more than $132 million.