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Reef hires Shane Wallace

  • Shane and John Wallace. Shop-eat-surf file photo.

Reef has hired Shane Wallace as its West Coast boutique and Lifestyle accounts sales rep.


We had heard that Shane may have joined Reef, and Reef President Jeff Moore confirmed the move and Shane's title for us.


Shane owned, along with his father, the influential Active Ride Shop, which started as one skate shop in Chino and grew into a chain of 29 stores.



The company filed for bankruptcy protection in 2009, brought down by its rapid expansion to high profile, expensive locations and the change in consumer spending because of the recession.


The chain was bought out of bankruptcy by Active Sports Lifestyle USA.



Currently, Active operates 21 stores, according to its website.


To read a recent interview with new Active President Esmail Mawjee, click here.





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