Roxy Hits the Web
Huntington Beach, Calif.-based Quiksilver Inc. recently launched a stand-alone Web site for its Roxy girls division following its purchase of the roxy.com domain name from 800 Electronics.
Like the Quiksilver.com site, Roxy.com doesn’t offer e-commerce but is content-driven, offering information about the company; biographies and interviews of its surf, skate and snow athletes; events coverage; and surf camps.
“E-commerce isn’t in the cards now,” said Kenna Bertell, director of online marketing for Quiksilver and Roxy. “Right now we’re trying to protect our mom-and-pop retail accounts and keep the selling channels separate.”
Bertell said Roxy is promoting the site on its marketing collateral as well as in magazines and on other teen-oriented Web sites, including Alloy.com, Bolt.com and Seventeen. Both the Quiksilver and Roxy sites will link to each other, she added.
Roxy launched in 1991 and debuted its retail stores in 1999 with three locations at South Coast Plaza in Costa Mesa, Calif., and Hawaii. —Nola Sarkisian-Miller
