“La Jolla’s Diversification Plan Includes Motor Brand License” |
| La Jolla’s Diversification Plan Includes Motor Brand License Posted: 06 Mar 2011 12:07 PM PST Irvine-based clothing maker La Jolla Group has folded another licensed brand into its portfolio of action sports clothes. La Jolla recently struck a deal with FMF Racing, a Rancho Dominguez-based seller of motorcycle parts, accessories and apparel, to make clothes under the FMF brand. The deal is a stepping stone for La Jolla, which has been snapping up licenses for edgier action sports lines as it broadens its business beyond surf-inspired brands. La Jolla also makes clothes under the O'Neill, Rusty, Metal Mulisha and True Love & False Idols brands. The company's yearly sales are estimated at about $200 million. Terms of the FMF deal weren't disclosed. Motorsports The deal allows La Jolla to "continue expansion into areas that have strong growth potential," Chief Executive Toby Bost said in a statement. "Motorsports, particularly moto-cross and off-road racing, have seen a tremendous increase in popularity during recent years," Bost said. "With FMF, we're looking to establish a deeper percentage of the overall market share while helping the brand further connect with existing and new consumers." La Jolla is looking to expand FMF's line of men and women T-shirts, sweatshirts, riding jackets and accessories. FMF is best known for its exhaust products for motorcycles. The company was founded by Don Emler in 1973 and sells other motorcycle and ATV parts and accessories. The brand is set to have an apparel division in La Jolla's Irvine office. The rest of the FMF business will stay in Rancho Dominguez. La Jolla's ongoing diversification includes the January departure of surf apparel brand Lost, a full line of clothing under a recently launched label of its own and a licensing deal with a skateboarding company. Irvine-based Lost Enterprises and La Jolla parted ways two months ago, ending a 10-year relationship that saw La Jolla design and sell Lost clothes, while Lost made surfboards and skateboards. Lost decided to resume apparel de-sign and production on its own. New Strategy The parting seems to fall in line with a strategy that allows La Jolla to focus on surf brands O'Neill and Rusty while pushing deeper into moto- and streetwear-inspired clothes. "After looking at the current market and our portfolio, we decided to strengthen our commitment to our existing surf brands and ramp up efforts with other action sports brands, including those rooted in the moto and streetwear markets, such as Metal Mulisha and True Love & False Idols," Bost said at the time of Lost's departure. La Jolla's clothing line, dubbed In God's Hands, debuted shortly after the departure of Lost. In God's Hands includes clothing and jewelry for men and women, and is marketed as a moto- and rock-inspired brand. The company also made its first foray into skateboarding in recent months, entering a licensing agreement with The Berrics, a skateboarding website and indoor skate park in Los Angeles. The Berrics was founded by pro skaters Eric Koston and Steve Berra. This entry passed through the Full-Text RSS service — if this is your content and you're reading it on someone else's site, please read our FAQ page at fivefilters.org/content-only/faq.php |
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