Skullcandy CEO Discusses Brand’s Strategic Changes

CEO Hoby Darling Shares Insights On Closing The San Clemente Office And Skullcandy’s Direction Going Forward

Skullcandy announced yesterday that it would be closing its San Clemente offices and bringing the functions housed there to its Park City headquarters. The company is also making several key executive changes.

We caught up with Skullcandy CEO Hoby Darling yesterday to learn more about the changes and how they fit into the company’s strategy going forward.

The grand re-opening of Skullcandy’s San Clemente offices (Photos: Skullcandy):

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Skullcandy San Clemente Grand Re-opening with Glamel Toe.

These are some sweeping changes – how do they better position the brand going forward and what are you most excited about?

This move is all about bringing together our talented teams under one roof to drive positive change in culture and further align our go to market functions.  I believe this will allow us to amplify the great culture we have created at Skullcandy.  Distance between key functions always creates challenges.  We want to take away as many hurdles as possible so we can focus on creating an amazing culture and make the best products that excite our consumers and retailers.  This move helps us reunite as one company and one team.  When we succeed I want us to be under one roof giving each other high-fives and working closely together across all functions of the company.

Having the teams in one location will better align our product, marketing and sales functions in order to strengthen our position as the leading performance and lifestyle audio company driven by the creativity and attitude of youth culture.

Skullcandy has built a strong presence in Southern California over the last few years. What are the pros and cons of leaving the area and bringing those functions in house in Park City?

Park City gives us view on products and access to talent.  The three world-class mountain resorts, hundreds of miles of trails ,and significant technology, art and film creativity is an amazing combination that provides us a fantastic base that is rooted in our authenticity as an active and creative brand born on the mountains and in skate parks.

I am excited about having the product, marketing and sales teams together in this great community to really excite our retailers and our consumers, which will strengthen the authenticity of our brand and increase the loyalty of our consumers.

How much of this decision was based on cost and how much of it is based on other factors?

Having the teams in one location will better align our product, marketing and sales functions in order to strengthen our position as the leading performance and lifestyle audio company driven by the creativity and attitude of youth culture.

Take a video tour of Skullcandy’s San Clemente office:

What were some of the difficulties in having functions spread out across multiple locations?

Culture is the foundation of everything and it’s tough to have multiple cultures in multiple offices. By bringing everyone together, we hope to create a challenging, fun environment and go do amazing things.

Skullcandy has grown into a global company in a relatively short period of time, but we are still fundamentally a tight knit group driven by the creativity of youth culture.  I believe this will allow us to amplify the great culture we have created at Skullcandy.

We want to be the leading performance and lifestyle audio company and being the most desirable employer in the world is a key to achieving this goal.  Park City provides us a fantastic base that is rooted in our authenticity as an active and creative brand born on the mountains and in skate parks.

How many of the current San Clemente crew do you expect to make the move out to Park City?

Our strong hope is that our team will join us in Park City as we continue to strengthen our position as a leading audio performance company and recapture market leadership.   While we are optimistic that many of our team will make the move, we recognize that not all will.

Sam Paschel’s new title sounds interesting. What benefits do you see in bringing the oversight of product and demand under one person?

I am really excited about our team and bringing our product and marketing teams together will align the teams early and often from first product briefs to on-peg and winning at the point of sale.

Since joining Skullcandy Sam has played a key role in improving our product development strategy and has spearheaded changes in merchandising so we can better excite and serve our consumer.  In this new role, Sam will drive further alignment of our product, merchandising and demand creation efforts. This is about combining strategic leadership with our best-in-class creativity and marketing team. We think this combination will be awesome and will create products that excite retailers and our customers.

How is the morale and vibe at the two offices following today’s news?

The cornerstone of our company moving forward is creating a culture of fun and challenge that makes us one of the most desirable employers around.  I think everyone is excited to have the team under one roof.

We know there is still hard work to be done, but this is a great time to be at Skullcandy and to make your mark on the business and our future.