The Leisure Collective International is riding the next wave of their business journey with the announcement that Founder John Malloy is transitioning to an Ambassador and Innovation role within the company.
The Leisure Collective International Pty Ltd is the parent company and owner of the iconic brands Creatures of Leisure and Otis Eyewear with distribution operations in Australia, USA and Europe.
CEO and Director Nathan Omodei is excited about the next chapter in the proud history of the company that began from modest beginnings in the popular coastal town of Yallingup, Western Australia. “More than a quarter of a century ago, John pioneered our first leash because nothing could withstand the power of the West Oz surf. In this new role, John has the space and freedom to continue to work on product innovation, which is his passion. It is essentially how he started the business, combining function and creativity, resulting in quality premium accessories,” Nathan said.
John Malloy recognised the team in his new chapter with the company.
“It really has been a wonderful journey. Our brands successes are a direct result of every person who has ever worked with us – we simply would not be where we are today without the passion, dedication and belief of all our staff,” John said. “I am looking forward to assisting in the evolution of our brands, growing them, improving them. I am also going to enjoy spending some time outside of the business, surfing, fishing and travelling,” he said smiling.
Where is The Leisure Collective International today? Creatures’ is one of the leading brands in the global surf accessory market and its products are now widely used in more than forty countries, with annual growth exceeding 10% per annum.
With a presence in more than 3,000 surf shops worldwide, Creatures’ is a top maker and distributor of products which are endorsed globally by the likes of three time World Champion Mick Fanning, six-time World Champion Steph Gilmore and pro surfers Mitch Coleborn, Jay Davies and Nat Young.
A growth market for the business includes its popular Otis Eyewear brand which is now one of the fastest growing eyewear brands in Australia and reputed for its naturally sourced, distortion-free, scratch resistant mineral glass lenses.
“In addition to Australia, we have recently entered and expanded Otis Eyewear into the USA and within 12 months are in over 115 stores across the country, and are also in New Zealand and Japan,” Nathan said.
With John moving into his new role, the business is joined by new directors Shane Partington and Stephen Gerard. Shane steps into a director role after more than two decades with The Leisure Collective, and Steve moves into a director role after almost two years with the business.
“As a new director, Shane brings a wealth of operational experience to his strategic role within the company. It is great having a solid balance of operational understanding and strategic knowledge for how we move forward,” Nathan added.
“While we have some new leadership in the business, we remain an Australian private company. Our head office is still located in Dunsborough, just down the road from where it all began. Our recent expansion includes distribution offices in Queensland, France and California,” he said.
According to Shane, a passionate surfer himself, strong brands must keep reinventing themselves. “We may be growing globally but we’re still that small Western Australian business, grounded in creating awesome products that surfers need. That is at the heart of everything we create and do,” Shane said.
It is this approach to innovation and improvement that ensures The Leisure Collective International will surf the next wave of success.
