Quiksilver has hired Pat Fraley to run its Waterman division.
Pat has experience with the category having managed the Honolua brand for Billabong several years ago.
The hiring suggests Quiksilver is making a renewed push with the Waterman collection, which has been hurt by lots of strategy changes over the years.
The Waterman line is aimed at an older demographic and in the past has found success at both higher end surf shops and department stores.
During Quiksilver’s financial struggles and leadership changes, Quiksilver took its eye off the division, which created an opportunity for new brand Cova to gain market share.
Very experienced former Quiksilver employees Guy Stagman and Kent Stevens, who used to design and sell the Waterman’s line, started Cova, which is solely focused on this niche. Â
Many retailers have said they need a dedicated surf line aimed at an older demographic because nearly every other brand is chasing the same age group – teens and young men.
Retailers have been mystified that Quiksilver and Billabong have not put more effort into the Waterman and Honolua collections over the years.
That may now be changing, at least for Quiksilver.
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