Vinnie De La Pena on new Mada store

Vinnie, right, was feeling good yesterday after finding out Mada is up for a SIMA Image Award in the "Breakthrough Brand of the Year" category.

Why open in Hossegor?

Hossegor is the European capital of the surf industry. It was

important for us to show our customer all our range and what the Mada spirit is. The shop is located on the Avenue du Touring, which is the Hossegor version of Sunset Boulevard.

Is there a Mada retail strategy to open stores?

No, we want to grow in our normal retail channel. The Hossegor store is more of a show room, or lab exercise. It also gives us information regarding sell through. On top of that, Hossegor probably has the highest rate of stores owned and operated by other brands in the surf industry so it starts to be difficult to find a retail customer well located and able to place significant (wholesale) orders.

Why are Nikita and Cobian in the store?

As you know, Mada is only a mens line for the time being. Our goal was to offer a normal product range in the shop. We then looked for brands that fit the Mada style. We also work with those brands in event partnerships, so it was a good way to thank them.

Is the store company owned?

The Mada licensee in Europe who we work very close with opened the store.

How big is Mada's European business?

It is not as large as the U.S. business - about half the size.