Kmart Joins the Party with New Skate/Surf Clothing Line
mike lewis
- May 12 2008
- 12 comments
In an effort to capitalize on the hipness of board sports culture evidenced by such recent moves as Shaun White’s Target line and Op hopping in bed with Wal-Mart, Kmart is launching an exclusive brand of surf and skate styles this June. Miami based Orange Clothing, who currently works with specialty retailers like JCPenney, Macy’s, Wal-Mart, and Dollar General, is designing “Boarding,” the creatively named new line which will retail from $12.99 to $22.99.
According to Kmart’s Mike Sablowski, vice-president and GMM of men’s, Boarding will initially launch in 100 stores, in what he described as a “soft offering.” A favorable consumer reaction could result in the brand’s expansion into Kmart’s 1,400 other doors down the road. Kmart is not currently commenting on what regions the line will initially launch in, but according to company spokesperson Amy Dimond it will be in “areas where this will be strategically important.” Speculation on the part of Transworld Business is that this translates as Southern California and South Florida.
In a recent DNR article, Scott Deutsch, president of Orange Clothing, was quoted describing the brand as “trend right, but affordable. Our focus is to offer the same quality and look as a Quiksilver or Volcom, but be half the price.”
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May 12th, 2008 at 10:05 pm
so brutal
May 12th, 2008 at 10:29 pm
every ones trying to get in the game. The industry is a mess right now.
May 13th, 2008 at 5:34 am
Shut up you sissies. How do you think anyone can afford to pay all these “rock stars” and their crazy lifestyles. You can only stay core so long, if you don’t want companies to sell out then quit buying all these gay magazines and supporting their expensive advertising.
May 13th, 2008 at 7:09 am
Looks like a Logo Lawsuit to me.. Quiksilver and RipCurl gatter the troops for the big bash….
May 13th, 2008 at 9:00 am
What a killer name…Boarding. Real creative.
May 13th, 2008 at 9:16 am
well they are right about 1 thing. their clothes will be made of the same fine materials and high quality as top tier brands like Volcom and Quik…
May 13th, 2008 at 9:28 am
Don’t forget O’neill, that logo looks pretty much like their’s. BTW Quik uses good materials but Volc doesn’t.
May 13th, 2008 at 3:50 pm
wow.
its over.
May 14th, 2008 at 10:58 am
Truth sounds like he’s the head designer behind Big K Boarding… sorry bud! Sucks for you
May 16th, 2008 at 1:49 pm
I heard that “Boarding” is going to have some Martha Stewart signature boardshorts coming out this Summer, available for both men & women. Sort of a “Boarding/Martha Stewart/K-Mart co-lab”… So stoked…
May 28th, 2008 at 9:52 am
Almost as bad as Walmart selling Skater in a box from Kryptonics.
July 17th, 2008 at 3:14 am
its good that there is a store that will sell affordable gear for working moms that got to go buy that overpriced quicksliver shit cause at the end of the day u are only buying the name the materials are all the same good work k-mart cutt into the big boys sales!