Skip to content Skip to navigation

Volcom Sells LSS to Familiar Faces

Print Friendly and PDF

Volcom has sold its remaining Laguna Surf & Sport store to some familiar faces: LSS Founder and former Global VP of Retail Eric John, former Volcom CEO Jason Steris, who started his career at LSS, and longtime LSS manager Jason Watson.

Eric, who opened Laguna Surf & Sport in 1982, sold it to Volcom in 2008. He previously had sold and bought it back from Swell.

Volcom North American President Kevin Meehan said the sale, especially to Eric and the two Jasons, made sense. A multi-brand store like LSS doesn’t quite fit with Volcom’s mono-brand retail strategy, and people with an intimate connection with LSS wanted to buy it.

“It’s win-win,” Kevin said. “It wasn’t right in our wheelhouse, and there were great buyers who could shepherd LSS forward,” Kevin said.

Volcom will remain the primary brand in the store, Kevin said.

OUR SPONSORS

Eric John said he and his partners wanted to buy the store back for several reasons, including that it is an important institution in Laguna Beach, their hometown.

He used the analogy of the local hardware store. Every community across America used to have one, and it served as a gathering place and helped connect a town together. When Home Depot and Lowe’s came on the scene, something was lost, he said.

Eric described the purchase of LSS as an emotional decision, rather than an investment based on a spreadsheet.

While retail is tough at the moment, “I want to go down swinging,” he said. “I think there’s value in having a local store, and there are some changes for the good happening, like our ability to reach our end consumer right between the eyes with no money. That can allow us to tell our story more effectively, and if we can do that, it will resonate with our bosses, which are the consumers.”

“I’m super stoked to get back LSS,” he added.

OUR SPONSORS

Eric, Jason Watson and Jason’s wife, Jessica, also own The Shop Laguna Beach, a women’s boutique that Eric said is doing quite well.

For its part, Volcom is focusing on a mono-brand strategy when it comes to company retail, and will open a store in the newly expanded Disney Springs shopping and entertainment center in Orlando next week.

After that opening, no other new stores are on the immediate horizon, Kevin said, and Volcom will be sprucing up its current store fleet.

 

More news

Last updated: : 02/16/2018 - 09:14

It’s hard to believe that Vans' results could keep getting better, but that’s exactly what happened - we have all the details on their global and regional numbers

Last updated: : 02/15/2018 - 11:14

We asked Global Director of Marketing Danielle McKenzie about the strategy behind the new marketing push and how it will be executed

Last updated: : 02/14/2018 - 15:50

Billabong reveals why staying independent is riskier than selling to Boardriders, including details about larger market conditions and Billabong's own internal challenges

Last updated: : 02/13/2018 - 13:10

A look at Volcom's top and bottom line as parent company Kering looks to sell the brand to focus on its luxury business

Last updated: : 02/12/2018 - 10:06

Friends and colleagues remember Boardriders CEO Pierre Agnes

Last updated: : 02/09/2018 - 12:44

A moving, inspirational and crowded memorial service was held for Boardriders CEO Pierre Agnes Friday morning in his beloved hometown of Capbreton, France

Last updated: : 02/08/2018 - 11:06

How 2017 turned out for Firewire, why the company's multi-brand strategy is working, why Firewire is using a consignment model for retailers in the U.S., and more

Last updated: : 02/07/2018 - 10:09

A look through Amazon's annual report shows many interesting numbers and information about the online behemoth's business

Last updated: : 02/06/2018 - 07:03

The company outlines who will take over for Pierre Agnes in Europe and as CEO and affirms its commitment to acquire Billabong

Last updated: : 02/05/2018 - 14:50

The company blasts his conduct and integrity in the press release announcing his departure