Rip Curl has cut jobs at Rip Curl North America and will centralize product innovation at its headquarters, according to a spokesperson at the Australia-based company.
“Rip Curl is making some changes to simplify our operations and ensure we’re positioned for growth in a dynamic market,” said the spokesperson. “This has involved the difficult decision to remove some roles from our team in North America. As part of a new strategy, we’re centralizing product innovation to our global headquarters – the birthplace of our brand. North America continues to be a key market for Rip Curl, and these changes are designed to accelerate and streamline the creation of high-quality products that exceed the needs of the U.S. core surf market. We remain committed to delivering exceptional products, staying true to our heritage, and supporting our global surf and beach community.”
The spokesperson did not say how many people were impacted. Our sources tell us GM Kiki Prince, who was appointed to the role in January 2024, Senior VP of Product Shawn Peterson, and more product team members were included in the workforce reduction.
Rip Curl and its parent company, KMD Brands, have both undergone leadership transitions in recent months.
Rip Curl named Ashley Reade CEO in March. Reade was previously the vice president and general manager of Nike Pacific. Reade reports to KMD’s Group CEO Brent Scrimshaw, who was named in October and officially joined the company in March.
KMD is the parent company of Rip Curl, Kathmandu, and Oboz. Scrimshaw shared details about how President Trump’s administration’s tariffs were impacting the company in April.
“The new U.S. tariffs are another headwind in an already challenging consumer environment in the U.S.,” Scrimshaw said in a statement. “We are evaluating all strategic options, including pricing, cost mitigation and inventory investment, to safeguard the long-term value of our brands and protect our stakeholders.”
Rip Curl’s U.S. sales account for 12% of total company sales.
Kate Robertson can be reached at kate@shop-eat-surf-outdoor.com.
