O’Neill and Orange 21 Sign Eyewear Licensing Deal
ADMIN
- September 11 2009
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Orange 21 announced a global licensing deal today with O’Neill to design and develop O’Neill Eyewear, including sunglasses and snow goggles. The product is scheduled tentatively to launch in March 2010. Spy Optic released the following information about the deal:
“Michael Neil, O’Neill’s Global Head of Brand Development & Licensing, is excited about this new development for the brand; “Due to O’Neill’s integral connection with the beach and snow lifestyle, eyewear is a natural extension for O’Neill and who better to team up with than the experts at Orange 21. They have proven competence in the eyewear category, which they have successfully gained over the last 15 years with SPY OPTIC.”
The sunglass line is expected to be released in March 2010 for Spring 2010 delivery and is expected be formally unveiled at the January 2010 Action Sports tradeshows in San Diego, California and Orlando, Florida.
The snow goggle line is expected to be released at the SIA show in Denver, Colorado and ISPO in Munich, Germany. The snow goggle product line is expected to be available for delivery in August of 2010 for 2010/11 snow season sales. All products will be distributed through O’Neill retail stores and O’Neill’s existing dealer network among other channels.
“The convergence of two great brands is not only a story of success in a tough economy, it also signals an amazing level of respect and competency when the leading wetsuit brand pairs up with the leading action sports eyewear brand to produce a line,” said Stone Douglass, CEO of Orange 21. “Given the two brands’ reputations for quality products in the marketplace, it’s safe to say that we expect a huge success with O’Neill eyewear.”
“The strength of the O’Neill brand makes for a very attractive partnership between our two companies,” said Matt Harkins, Orange 21 Brand Manager, “Like the amazing products that O’Neill develops, we make products that support and protect life out in the elements of nature. The variety in the O’Neill brand has made it an authentic fixture in sport, fashion and board sports culture. This eyewear line is a continuation of that O’Neill story and we are honored to be a part of it.”
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September 13th, 2009 at 12:52 am
Ask Ripcurl how well sunglasses did. Bad move–concentrate on wetsuits and boardies. This one is for free.
September 13th, 2009 at 6:48 pm
If we never tried anything because the guy before us wasn't successful, we'd never get anywhere.
There's always room to take market share from other brands, if done correctly. Of course, it's going to take some real effort and commitment of resources.
September 14th, 2009 at 6:04 am
I think La Jolla group is still recovering from the Rusty/big box mistake. I think resources might be a tad thin.
September 18th, 2009 at 1:51 am
Orange 21aka Spy needs to get their own house in order- this is a huge mistake for O'neill. I hope they haven't sunk to much cash into this deal-money pit.