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Executive Edition is a must have

Before Shop-Eat-Surf, there were two sites I paid for premium content on. One is Surfline, the other is the Wall Street Journal. One is about all things surf, the other, the best business content site in the world. Shop-eat-surf is the intersection of those two worlds. Shop-Eat-Surf provides everything from coverage of events, people, brands and trends. However, beyond the Executive Edition "wall" is more meaty analysis and interpretation of financial statements, business models and brand philosophies; why certain brands and companies are succeeding, where others aren't. The Executive Edition is a must have read if the business of surf and action sports are on your radar screen.

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I require all our executives to read it

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SIA SNOW SHOW: New "Industry + Intelligence" seminar on January 28.
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Tiffany Montgomery
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Toms VP on growth, more

By Shelby Stanger
January 17, 2011 6:05 AM

 

At Agenda we got a chance to catch up with TOMS VP of Sales and Marketing, Pete Ferrer, to find out what’s new with TOMS.

 

How is business these days?

Business is terrific in all sectors and channels. We are coming off one of the best holiday seasons at retail, which is incredibly humbling and exciting. The best news for us when assessing sales at retail this holiday season was that we had really strong sell-through in the colder parts of the country with our Bota’s (boot), and Cordone’s (lace-ups). When you consider the record snowfall in the Northeast and the rain on the West Coast we are pretty excited. At the end of the day this success will put more shoes on children in the U.S. and around the world, which is the best holiday gift any of us could get.

 

Are you still growing?

Toms kidsYes, deliberately. We see a huge opportunity for growth in the kids area with the re-launch of Tiny TOMS next month.

 

Where are you growing more: action sports or fashion?

While our fashion business is a larger percentage to the total we are seeing strong growth in action sports in the Midwest and Southeast.

 

Our friends at Ron Jon for example, and who have been with us from almost the beginning, are taking us to more doors, which is really exciting for us.

 

Spring stylesWhere has the brand been growing the most geographically?

I think the Southeast, Northwest and Northeast. We have added some new silhouettes to the line such as a lace up and a boot we call the Bota.

 

Anything new we should know about or that you want to tell us?

We are just truly grateful and humbled with the incredible support we received in 2010 from our retail partners and consumers in all of the sales channels we compete in. As a result of this support we were able to place our one millionth pair on a child last September!

If you would of told me when we started four and half years ago that by now we would of given one million pairs of shoes to children in need, I would of said you were nuts. It is just an amazing thought to which I say… we are just getting started.

 

 


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