I am obsessed with Hollister. Twelve years after Abercrombie & Fitch launched the first Hollister store in its home state of Ohio, I am still amazed at how blatantly the company ripped off the surf industry and how well it succeeded at doing so.
I was surprised anew yesterday when reading Abercrombie’s annual report that Hollister revenue in 2011 totaled $2 billion. That makes it arguably the largest surf brand in the world. While not considered a “real” surf brand by the industry, a lot of people around the globe – including in the U.S. and even in Orange County – don’t know the difference as evidenced by Hollister’s eye-popping revenues.
By comparison, Quiksilver ended its most recent fiscal year with $1.9 billion in revenue, but that was for all of its brands – Quiksilver, Roxy, DC, Hawk, Lib Tech and GNU.
Billabong ended its fiscal year with AUD $1.7 billion in revenue, which includes revenue from its large stable of brands.
PacSun, considered a surf retailer in most circles, logged revenue of $834 million in 2011.
Comparing retailers and wholesalers is always tricky. One could argue that if Quiksilver and Billabong’s wholesale revenues were counted for their value when sold at retail, the numbers would be different, and might eclipse Hollister. Still, Hollister is ringing the cash registers in a signficant way and is a major player on the scene like it or not.
And look out rest of world, Hollister’s new mission is to conquer the globe.
Hollister ended the year with 571 stores, 77 of which are in international locations.
Hollister opened 39 international stores in 2011, and plans to open 40 more in 2012.
Hollister’s sales accounted for about half of parent company Abercrombie & Fitch’s $4.1 billion of revenue in 2011.
Here’s how Abercrombie describes Hollister in its annual report and its goal with the brand.
“Hollister is the fantasy of Southern California. It’s all about hot lifeguards and beautiful beaches. Young and fun, with a sense of humor, Hollister never takes itself too seriously. Hollister’s laidback lifestyle and All-American image is timeless and effortlessly cool. Hollister brings Southern California to the world.”
I find their chutzpah simultaneously amazing, enraging and oddly admirable.
