Catching Up With: Jye Townend and Jahmal Grey from Rhythm
josh hunter
- January 07 2009
- 865 views
- 15 comments
Transworld Business recently caught up with the crew from Rhythm, an Australian-based company that recently planted its roots in Southern California. Here’s what General Manager Jahmal Grey and U.S. Brand Manager Jye Townend had to say about where the brand comes from, how it got started, and where it’s going. (shown above L-R: Jye Townend, Jahmal Grey, and Rod Tomlinson)
So how did Rhythm get started?
JG: Rhythm was born at Burleigh Heads early in 2003. The original founders were Peter and Ryan Grey and Neal Purchase Jr. I was working at Rip Curl at the time and started with Rhythm in April of that year. Having all worked in the surf industry for many years we saw a gaping whole in the market for a brand that was driven by original design and that offered a new option to those who had grown tired of the existing brands at the time.
Jye: It started in the U.S. about a little over six months ago when I was working at Ocean&Earth and have had a relationship with Jamahl through my dad. Jamahl and Dan approached me with the idea of having me head up the U.S. headquarters. We had dinner during a Laker game in the Finals, which made the dinner meeting hard to concentrate for me. Still upset they didn’t win that series!! But, we met and discussed the plans for what we see the brand doing and where it’s going to go and I was on board from that moment on. Now we have a solid team of reps with more being added and set on course to see this through.
How long did it take the brand to start seeing some growth?
Jye: In the U.S., growth was instantaneous because we started from $0. We had a solid first season for our debut at ASR and look to use this momentum and move this into growth on the East Coast for Surf Expo.
When did the decision to try and grow the brand in the US happen?
JG: I think it is just a natural growth decision, so it has always been part of our global strategy. That said, we do not have massive short term goals but do have some ambitious goals for the next 5 to 10 years.
What can you tell me about that decision?
JG: Obviously the U.S. market is one of the most competitive and largest market places for the surf industry so there has always been a desire for us to measure our brand in this environment. The fact that we have always had really great product/ brand feedback has given us some confidence to have a good honest go. So [it was] a combination of wanting to grow the business in a challenging and competitive environment for our brand and product.
Who was your first account over here?
Jye: Our first account to get product in store was Thalia St. in Laguna Beach.
What accounts are you shipping to now?
Jye: A few accounts have got some AO [at once] T’s shipped to them but everything else started shipping the first of the year. Some accounts you can find it in for Spring are Harbor Surfboards, HSS, Infinity, Island Surf, Mitch’s, O’Neill SC, Rusty Boardhouse’s, Sakal, South Coast, Sun Diego, Surf Club, Surf Hut, Sweetwater Surf Shop, Swell, Thalia St, and ZJ’s for the US.
What’s been the most difficult part of launching in the US so far?
Jye: I think just this economic struggle the whole country is having. People really aren’t spending money when they don’t need to. I think it’s going to be a big cleansing for everyone and make a tighter group of brands out there.
Aside from you two guys, who else is involved?
Jye: Over here I have a great team of reps, Justin Hugron (OC/LA), Rod Tomlinson (SD/IE), Gustavo Betancourt (Puerto Rico), and Joji Kempf (Hawaii). Those guys have been a big part of this brand getting tread in the US. Besides those guys it’s just me in the office doing anything and everything.
What segments of the business are going on here in the U.S., and what is going on in Oz?
Jye: Design has all come from our team in Australia right now. Jamahl and I go through and hand pick all the lines that will be put into the US market, though. It’s a mixture of designs from brand new stuff that hasn’t been in Australia yet to stuff they did in previous seasons that haven’t been in the US.
What plans are in the near future—tradeshows, events, etc?
Jye: For trade shows coming up in January 09’ we will only be at Surf Expo to really get a push going over on that coast. For future plans going into next September, though, we will be at both shows. I feel Surf Expo’s January shows are really strong and we’ve got a good team of reps out here on the West Coast so more emphasis is on getting the same momentum over here to that side of the coast. As for events, we look to do a small contest series coming into Summer this year that is all about fun and a day at the beach, no matter what you ride - thruster, longboard, retro - it’s all about the love of surfing!
What product categories are you currently offering? Any expansions on the horizon?
Jye: Currently we are only offering a men’s line in the US consisting of trunk, T’s, walkshorts and a few wovens and accessories. In Fall, we look to have a more extensive line with jackets and hoodies with a small range of pants.
Bonus Question: If you could party with one band/ musician living or dead..who would it be and why?
Jye: I’m going to have to say Guns N Roses. Still one of my favorite bands of all time. I’m reading Slash’s book right now and it’s amazing. Those guys raged!
JG: there is no way I could go past the Brown Birds from Windy Hill… Not only are they a great band, but NPJ (Neal Purchase Jr.) is the best cocktail maker on the North Shore this winter.
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January 7th, 2009 at 1:53 pm
Those shorts look like everything else out there - Good luck in this USA ‘09 Shit Storm ya Aussie’s…
You’re just what this market needs right now - another new Australian boardshort brand on US soil. PERFECT!
January 7th, 2009 at 3:48 pm
Yeah cause Billabong that other Australian boardshort brand never worked that well in the USA? or what about those other Australian guys Quiksilver? Americans have such short memories!
Maybe the Australians should let you fill your surf stores full of brands like Fox, Tapout and Imperial Motion! Wicked
January 7th, 2009 at 4:20 pm
Yeah! @ least Rhythm’s’s got roots/DNA from real surf culture coming from Burleigh Heads and is a brand based on great trunks!
There’s nothing like at least having some core credibility!
January 7th, 2009 at 7:27 pm
The industry needs freshness and hopefully these guys will bring it. Good companies are made during bad times.
January 8th, 2009 at 8:37 am
Exactly, …Lost and Volcom both came about during the early 90’s economic downturn. Might as well start when the economy is at a low point and grow as the upturn begins.
January 8th, 2009 at 9:06 am
I first saw this stuff over in Oz about a year ago and was very impressed that it bridged the gap from young guys to old guys. I like their slogan, “Rhythm, the sound of change.” I work in the industry here in So Cal, so I recommended it to a bunch of my specialty Surf Shops as a Cool Up and Coming Brand they may want to take a look at. To my surprise most of them liked what they saw and have committed to bringing it into their stores. I wish you guys luck.
Rock on!!
January 8th, 2009 at 11:08 am
Rhythm Team … good luck with the mentality of SALE OR RETURN policy here in the USA. You will need a high level of patience to deal with the buyer demands, returns culture and luxury the retailers have here in the US. This is the most saturated, mature market in the world. Retailers own it. Deep pockets from your new investors will be necessary if you are going to survive. An exit strategy for returned inventory will be a good place to start. Examine your debtors list daily to ensure which debts are authentic and which debts maybe subject to return due to slow sell thru (usually a 4 week window of expectation). Good Luck.
January 8th, 2009 at 4:49 pm
Thanks Mr Croc. I totally agree that patience is going to a vital skill in the coming year(s). We really are not in business here in Australia or anywhere else, for a short term win. We are here for the long haul because we love what we do…
As for Mr Rad’s comments, thank you as well for your motivation. The first style featured in the story above is a regular surf-trunk with a bright graphic. As you say, nothing drastically different to anything else in the market place. The second trunk however is a first of it’s kind anywhere in the world. The garment is made from ONE piece of cloth. This is a patent pending design that we developed from scratch with the benefit of our father who has been tailoring surf-trunks for over 35 years… because he loves it… PERFECT!!!
Go for a surf Mr Rad.
All the best to all for 2009!
January 9th, 2009 at 3:57 am
there’s a 35 year old brand from whoop whoop called xantra wow they are cool
January 9th, 2009 at 7:17 am
This is what the market needs right now! Surf specialty shops need to be special with core surf products that you won’t find at all the majors and discounters.
As far as guaranteed sales go, they need to make sure they are working with the right retailers who will get behind their new ideas and let them have some real estate.
Good Luck Guys!
January 9th, 2009 at 7:53 am
Billabongs HQ is in Burleigh Heads????
January 9th, 2009 at 9:44 am
Yes Seppo it’s right across the street from where Nev builds the real Firewire surfboards (the ones Taj actually rides), Base Surfboards plant, etc, etc. Not everything is centered around Irvine/ Laguna/ Newport/ Costa Mesa.
In fact, Billabong’s HQ in australia is where all the brand decisions happen. The offices (and executives) that make all the calls (Derek O’Neill) do it from Burleigh and then relay that to the US …same with Rip Curl. Quik (which McKnight and crew bought out from the Greeny) is the only “big 3″ brand that actually has it’s global HQ in OC, and that could change very quickly …. rumor has it zqk’s HQ will either be in North Carolina or Japan pretty soon.
January 9th, 2009 at 9:50 am
So are Quiet Flight and other Florida shops carrying Rythm. Who is the rep for fla ? I’m in !
January 9th, 2009 at 9:56 am
when did rip curl become a big 3 brand ?
January 9th, 2009 at 9:58 am
What’s a OC BOGAN ?