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Reef invests in sustainable fixture program

A Reef buildout at Sun Diego's
A Reef buildout at Sun Diego's new Flower Hill store
By Shelby Stanger
May 31, 2013 2:30 PM

Reef recently invested in a new program to create sustainable in-store buildouts and fixtures. I talked to Reef Marketing Director PJ Connell to find out more about the program, how much it costs and how if it he thinks it will help Reef sell more products.

Why is it important for Reef to have sustainable buildouts?

At Reef, sustainability is a part of everyday business practices. It's our duty as passionate surfers and business people that we do whatever we can to improve the future state of our environment.

Retail marketing is only one facet of our overall sustainability efforts, however, it's an important one because of the amount of material that goes into the production of our retail environments. We want to ensure that when the lifespan of our retail space has reached its end that it can either be recycled or disposed of in an environmentally-friendly way.

We're also really happy with the visual look and feel of the recycled materials, and how it helps to tell our brand story amongst a sea of competitors.

Where will we see them? What stores? Just in the U.S. or internationally as well?

We finalized the current sustainable retail look and feel toward the end of 2012 and have just now began to roll it out globally in Q1 and Q2 of 2013.

Reef Marketing Director PJ Connell. Shop-eat-surf file photo.Within the U.S., we've overhauled our entire 2013 fixture production and installed custom buildouts within HSS, ET Surfboards, and Curl. Anyone with a strong account base knows that 'cleansing' the market of old fixtures is daunting.

However, we've put a multi-year mandate on this fixture program so all of our in-store environments, regardless of the account size, share a consistent look and feel.

Again, this is an ongoing process but we're committed to achieving consistency across all channels of distribution over the next three to five years.

See Page 2 for more information

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