Body Glove Lands Apparel Licensing Deal With Rays
Body Glove International is launching a full sportswear collection after an approximate 10-year absence.
The company inked a licensing deal with Rays Apparel Inc. to design, manufacture, market and distribute sportswear and swimwear for young men as well as a juniors line for Spring 2006. Financial terms were not disclosed.
Body Glove, which is based in Redondo Beach, Calif., and is best known for its wet suits, said it aims to leverage its brand recognition into a line that includes performance boardshorts and lifestyle items such as woven shirts. “Everyone knows the name, but you can’t buy a T-shirt,” said Christopher Jenks, Body Glove’s director of soft goods licensing for the American market.
The move will allow Body Glove to tap into the strong surfwear market, particularly the growing juniors business. Founded in 1953 by the Meistrell family, who still owns it, Body Glove already has a juniors swimwear line that is made by Montreal’s SGS Sports. Jenks said Rays will focus on the details in the clothing, which will include knit and woven tops, walking shorts, graphic T-shirts, dresses, and woven and knit skirts. As for the new line’s target customer, Jenks said: “We’re not going after the Volcom consumer. We’re going after the kid who’s a little more mature.”
Irvine, Calif.–based Rays also produces apparel for Split Clothing Inc., World Industries and Ocean Pacific, for which it holds the license through the end of 2005. Joe Seemayer, Rays’ vice president of sales, said he aims to place the new Body Glove collection in nationwide surf specialty retailers, sporting goods shops and department stores, such as those owned by Federated Department Stores Inc. He did not have wholesale prices available but said retail price points will run from $30 to $50. He said he predicts annual wholesale volume will reach $20 million in 2006 and $70 million within five years.
Seemayer said the collection will be unveiled at the MAGIC International trade show in Las Vegas in August and at the next Surf Expo and Action Sports Retailer Trade Expo. Rays and Body Glove plan to collaborate on a national advertising campaign in 2006, which will likely feature Body Glove–sponsored surfers such as Holly Beck.
—Khanh T.L. Tran
