Well-known surf industry marketing executive Carrie Piccolini is joining the Sisstr brand as vice president of sales and marketing after 22 years at O’Neill Clothing and the La Jolla Group.
It’s a big coup for Sisstr and Stokehouse Unlimited, home to the Vissla, Amuse Society, and Sisstr brands.
Stokehouse CEO Paul Naude said Sisstr is being revamped, and the company is investing in the brand because of the opening he sees in the women’s market right now given all the recent licensing changes and the excitement happening in women’s surfing.
“We see significant opportunity and movement in the women’s market, and we’re getting some really strong traction right now,” Naude said. “Adding someone with Carrie’s incredible experience and drive to head sales and marketing is necessary to take Sisstr to the next level. Carrie’s tenure, skill set and relationships in our market are well known, and we’re really excited to have her join the team.”
Leaving O’Neill After 22 Years
Piccolini said it was a tough decision to leave O’Neill, but she is excited for the new challenge. Her first job at the brand was running the in-store merchandise coordinator program. She rose through the ranks – her most recent position was vice president of both women’s and men’s marketing.
“I loved working at O’Neill and am so proud of what we have all built together,” Carrie said. “I am so grateful for all the opportunities I had there, and how I was able to build my career. The people at O’Neill will always have a special place in my heart – they are like family. It’s where I grew up in the industry. Some of my favorite moments were when women’s was gaining momentum and we knew we had a great opportunity. I loved sitting around a table with Kari Johnson, Rachel Hill, Lindsay Henkles, Jamie Foote, and Cedar Carter, building our dream women’s business.
“But I realized it was time for me to tackle a new challenge, and to grow more and learn more. It’s time for the next chapter and I am really excited to work with Paul and the team.”
State of the Women’s Surf Market
Sisstr’s Summer Seas Cheeky Spring Wetsuit. Photo courtesy of Sisstr.
Given her long tenure in the women’s surf arena, we asked Piccolini to describe the current state of the market.
“I see so many opportunities for the women’s business,” she said. “Men’s has a lot of brands fighting for space on retailers’ floors. And there are a lot of exciting things happening in men’s – but there is A LOT happening there. I think the same thing can happen on the women’s side of the sales floor. Having an authentic brand like Sisstr that the customers and the retailers can relate to and reflects their lifestyle and addresses their needs will be a welcome addition to the women’s side.
“More women than ever are surfing, and the aspirational lifestyle element of surf is still really enticing,” Carrie said. “We always say it, but we are selling the dream. Salt water, sunshine, beach days, surfing with friends, warm summer nights. Who wouldn’t want to buy into that dream?”
