Quiksilver has hired a new product leader for its Waterman Collection.
Ronnie Reyes, who has wide ranging industry experience, will focus on design, but also on tying together product, retail presentations, and in-store marketing to create a fully integrated approach, said Rob Colby, Quiksilver EVP of New Business Development.
Ronnie comes to Quiksilver from Vans, previously worked at DC, and helped the La Jolla Group with the Jack O’Neill line, which targets the same demographic as Quiksilver Waterman.
He will be based in Huntington Beach but report up through the apparel group in France, led by Pierre Agnes, Global Head of Apparel.
Ronnie said the Waterman customer is a core enthusiast who now may be a little older but is still very active. “He’s still participating, but his values have changed – he understands life a little differently. We are trying to grow with him as well as staying relevant and aspirational.”
Going forward, Waterman will focus on making gear guys want to use on a big trip they take once or twice a year.
“Staying rooted in functional product is important to us,” Rob said. “Waterman is alive and thriving – it’s a bright spot for the company. We have a healthy cut and sew business, and we will lean into the active functional side a bit more.”
In Rob’s new role, he is in charge of Quiksilver’s strategy for its key specialty retailers, which the company calls Cathedral Accounts. He is also charged with serving as a lobbyist for Waterman, and, in particular, getting the collection on track in other regions.
The collection is small but growing in Asia Pacific, and nonexistent in Europe. It will launch in Europe and Mexico in Spring ’15.
Waterman also now has its own, 1,500-square-foot flagship store in Waikiki, just down the street from Quiksilver’s Beach Walk location. The Waterman store opened in April.
Quiksilver Waterman has also re-signed Jamie Mitchell.
