La Jolla Group (LJG) will continue running the O’Neill apparel business in the U.S. for one more season after extending its license with Surf & Turf/O’Neill Trademark, owner of the O’Neill brand, through the Fall/Holiday 2027 collection, according to LJG CEO Daniel Neukomm.
LJG previously announced it would exit the O’Neill Clothing license after Spring/Summer ’27 to focus on its operating platform business, which provides backend services to small and mid-sized brands. Under the extension, LJG subsidiary La Jolla Sport will produce, market, and deliver the Fall/Holiday ’27 season across wholesale, retail, and us.oneill.com.
Retail accounts will receive a complete Fall/Holiday assortment on the normal seasonal calendar. O’Neill stores and us.oneill.com will be fully merchandised and supported through the holiday season, and vendors and sourcing partners will continue on established programs and timelines.
“We care deeply about this brand, and continuity matters: for our retail partners, our suppliers, and O’Neill’s consumers,” Neukomm said. “We’re working with Surf & Turf/O’Neill Trademark to provide continuity for the brand through a full-strength fall holiday season.”
LJG has already designed and developed the Fall/Holiday ’27 line, salesman samples are in hand, and appointments with retail partners are being booked now. The season will follow its normal sell-in, production, and delivery calendar, he said.
Beginning with Spring/Summer 2028, the O’Neill business in the U.S. will transition to Surf & Turf/O’Neill Trademark or its designated licensee. The trademark owner had previously told SESO it was in conversations with new partners for the brand. SESO has also learned that there are parties interested in purchasing the trademark.
LJG has held the O’Neill Clothing license since 1993. Founded by surfing pioneer Jack O’Neill, the brand turns 75 next year.
LJG announced earlier this year it was exiting the O’Neill license to focus on the other piece of its business, which designs, sources, sells, and manages e-commerce and fulfillment operations for small and emerging brands.
In addition, LJG is preparing to launch Lightning Bolt, and Hang Ten and Voyager are expanding into new channels.
Related story: La Jolla Group to Exit O’Neill License to Focus on Its Operating Platform
