Local Motion Sets Sights on Market Expansion
Local Motion is banking on its Hawaiian heritage as it looks to resonate with more consumers in new markets.
Plans call for more stores amid an existing product assortment strategy that’s played up a robust private label business.
So far, business is on the uptick this year.
“We’re maintaining an upward trajectory compared to last year, which stood as our peak performance,” Chief Operating Officer Yusuke Takasaki said. “The sole exception was last year’s holiday season, which didn’t match up to the success of the 2022 holiday period. However, our performance this year has rebounded and indicated robust growth.”
In fact, it’s possible 2024 could best last year, the executive went on to say.
“I’m optimistic about Local Motion’s sales for the rest of the year. “With the positive trends we’ve seen and our strategic initiatives, I believe we have a good chance of surpassing last year’s sales. Of course, we’ll stay flexible and proactive to navigate any changes in the market.”
Nearly half of the company’s assortment is Local Motion-branded product. Photo courtesy of Local Motion.
What’s Selling
Local Motion currently counts seven stores, mostly in Hawaii except for one store on Main Street in Huntington Beach.
More stores are planned for the future outside of the Hawaiian Islands, although the specifics on timing and where are not currently being disclosed, according to Takasaki.
Local Motion’s stores are comprised of about 45% of its own branded product, with the remainder made up of third-party brands, making its in-house label a top seller.
RVCA, meanwhile, is a top seller across all Local Motion stores. Takasaki also pointed to AVVA, a label started by pro surfer and Hawaiian native Kekoa Cazimero, as another brand that is doing well.
In terms of newness, Former was recently added to the assortment. Meanwhile, in the summer, Local Motion will begin selling Rhythm in stores, marking the addition of “another distinctive surf brand to our lineup,” Takasaki said.
Photo courtesy of Local Motion.
Raising Awareness
Beyond the stores, Local Motion is looking to lean on its roots as it bolsters its presence in the core and beyond.
A 23-year-old Robert Burns started the business in 1977 originally as a 500-square-foot store on Oahu that sold Local Motion-branded T-shirts and boardshorts.
Local Motion grew from there, with team riders that included Bruce Irons and Jamie O’Brien, along with a Waikiki flagship that became a backdrop and employer for the cast of MTV’s “The Real World: Hawaii” in the late ’90s.
Burns ultimately sold the business to Minami Corp. in 1991. The company then traded hands again in 2019 when Minami sold Local Motion to KKC Corp., which is now leading a reinvigorated vision for Local Motion that includes “carefully venturing into new markets,” the COO described.
“This year, our main goal is to enhance our brand presence and broaden our market outreach,” Takasaki said.
