Body Glove Launches New Category
kristina
- February 04 2009
- 1,034 views
- 22 comments
With a brand new, unconventional product launching and sales numbers up more than twenty percent, you could say that Body Glove is handling the current economy quite well. In October, BG announced the release of its new water filtration system—yes, the kind a plumber would install underneath your kitchen sink. Building on its platform of environmental stewardship, Body Glove is introducing the water filters in an effort to reduce the number of plastic bottles that end up in our landfills and oceans. TransWorld Business caught up with public relations director Sarah Lalau to discuss the new category, the brand’s recent success, and what lies ahead.
TW: What are some new products on the horizon we can expect to see from Body Glove?
With the launch of the Eco wetsuit, Body Glove made a commitment to try to build eco products into every main product category. We recently introduced the Eco 2 wetsuit with Eco gloves and booties, in addition to the first generation of Eco surf shirts and a bamboo rashguard.
We are also very excited to announce the launch of Body Glove Water Filtration Systems. These are the world’s first environmentally friendly home water filtration systems. These under sink water filters will help eliminate the use of plastic water bottles that clog waterways and kill marine life—cleaning up the water in which we love to surf, wakeboard, and swim. Body Glove has partnered with Surfrider Foundation to bring more awareness to our oceans and what we as individuals can do to help.
TW: Why is now the right time to be launching new products?
Eco-consciousness is not a fad or fashion trend, it’s a new shift in the way Americans are choosing to live their lives. Body Glove has a deep-rooted history with the water and the environment, that is an important driver in the way we do business. With many brands cutting back, we are in an advantageous position to be able to bring more products to light with less distraction. Body Glove has always been a pioneer, and now is the most opportune time for us to be first to market.
TW: In this doom-and-gloom economy, Body Glove’s sales are actually up more than twenty percent. What do you attribute this success to?
There are a few things to which we can attribute our growth. We really took to heart the idea that Body Glove is the ultimate watersports brand. We offer a wider variety of water sports and active lifestyle products than any other brand. Diversifying our product line has kept us moving forward. Body Glove manufactured the first commercially viable wetsuits, and since then we have based our product categories primarily on water-related hardgoods and swimwear.
We have weathered the storm by supplying customers with the products they need to participate in their favorite watersports. We think that some of our success is because Body Glove chose not to open Body Glove stores to compete with our valued retailers. Instead, when Body Glove products are purchased online, our retailers receive a portion of the sale.
One of the largest factors to our increase in sales is the successful growth of our international licensing programs in Japan, Thailand, and South America.
TW: What products have experienced the strongest sales?
By far the strongest performing categories are wetsuits, juniors swimwear, aquatics, and technology accessories.
TW: What products have been weak performers?
The running theme in our industry for struggling categories is apparel, and the same goes for us.
TW: Who are some of your key retailers?
Jack’s Surf Shop, Diane’s Beachwear, Sports Chalet, Esteem Surf Shop.
TW: What are some of your plans going into 2009 to cope with the current recession?
We are going to continue to look for areas within our structure that are inefficient and tighten them up, but more importantly we recognize now is the time for Body Glove to reinforce our mission statement. We are the sole remaining surf-based company that is privately held—we’ve been owned by the Meistrell family since the 1950s. There’s a reason that Body Glove has been successful for so many years and it’s the love of the water and the foresight to make cutting edge and useful products. It is a family tradition to develop and manufacture high quality products that have a fair price and offer the customer a solid warranty. Our traditional values are what have kept us in business for many years, in a good economy or a bad economy. Body Glove will stay focused on these objectives and continue to deliver product that really sells for our retailers.
For more information on the Body Glove filtration system, visit bodyglove.com/filter.
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February 4th, 2009 at 11:52 am
I may be biased…but I have one of these units under my sink. NO MORE PLASTIC BOTTLES and I use the filtered water for cooking, drinking and my plants!
It is amazing.
~Hillary
February 4th, 2009 at 1:18 pm
I heard Quik was launching a new line of low flow toilets…
February 4th, 2009 at 2:19 pm
I think its cool Body Glove is trying something outside the box to combat plastic. I get so mad walking down to the cove and finding plastic bottles, shoes, caps, ect everywhere I walk. More power to them if it works.
February 4th, 2009 at 5:39 pm
I have one of these systems also, san diego water tastes great now. And I dont have to store cases of water in the garage. How about a filtered sports bottle?
February 4th, 2009 at 7:21 pm
Jim - Pour your Body Glove filtered water into your normal sports bottle dude - duh…. wash & repeat.
Body Glove is just about to launch their “Green Diaper” program too, which will be a great extension for their brand. The diapers are made from old hay bails and are washable for repeated use. So smart those Body Glove folks!!! Who knew uh?
February 4th, 2009 at 7:34 pm
Kudos to Body Glove! I thought Quik was launching a new line of energy saving lightbulbs.
February 4th, 2009 at 7:43 pm
Do u think Body Glove actually develops this stuff or do sell a licence?
February 5th, 2009 at 1:13 am
I HEARD QUIK IS MAKING TOILET PAPER OUT OF THEIR STOCK BONDS
February 5th, 2009 at 6:59 am
Too scratchy…
February 5th, 2009 at 8:22 pm
Sales are up 20% because they sell their suits and vests in every Costco across Canada. Way to protect the independent dealer.
February 5th, 2009 at 10:23 pm
Good call Body Glove - who cares what happens in Canada eh?!!
February 6th, 2009 at 10:32 am
Can I buy this stuff at Walmart like some of their other product?
February 6th, 2009 at 4:58 pm
Independent retailers don’t pay their bills. Everyone bitches about brands taking their product to new distribution chains. What do you expect? If you can grow your business by 20% in this economy then nice work.
February 6th, 2009 at 10:40 pm
Funny how Body Glove managed to stay very quiet for the past number of years, eh? They are as old as the discovery of fire. Who cares were they sell, or who they sell to. Their heyday came and went years ago. They are no longer considered a “heavy hitter” in the surf industry as we know it to be today. Other than that, look, they are still around and kicking! I certainly give them credit on that alone! Plus, the Meistrells are very nice folk.
February 7th, 2009 at 9:26 am
I bet you and your buddies trade snarky comments like this all day long while waiting in the unemployment line…
February 8th, 2009 at 3:22 pm
This brand was so great back in the day, it’s to bad they completely lost their focus. I still remember the lead signer of Living Colour sporting Body Glove in the Cult of Personality video. If they would have stayed true they could have cashed in on the eighties retro revival from a few years back and would not have to resort on half baked product ideas to see growth.
February 8th, 2009 at 11:24 pm
Dude - I agree but… they ARE cashing in. The Body Glove name is on everything, from cell phone accessories to friggin’ water filters (classic!). Taking advantage of the “eighties retro revival” in the Surf market is so small time in their grand scheme plans…
I remember Living Colour sporting BG in that video too…. but I knew it was all heading south a decade later when I caught a glimpse of Shania Twain on TV singing in a bright yellow Body Glove rash guard. Seriously, it was soooo great.
February 9th, 2009 at 1:13 pm
That shouldn’t ring a bell, but it does???
February 9th, 2009 at 1:41 pm
All I’m saying is the only Body Glove product I’ve seen in a while has been cell phone accessories in Walmart.
February 11th, 2009 at 9:37 am
Take a look at the Costcos in the USA, biggest selection of O’Neill and Quik apparel you’ve ever seen……
February 11th, 2009 at 9:53 am
You should check the surf every now and then in places like LA and even the O’Neil capital of the world Santa Cruz- you will see plenty of Vapor and Eco Fullsuits. You could also watch surfers like Dusty Payne, Luke Stedman and Bruce Irons- the surf a bit
February 11th, 2009 at 9:56 am
Blah- Body Glove also supports their core dealers via their online sales system by sharing reveune with them and not with the big boxes of the world. I work with some core shops in SoCal who are stoked on the system.