Billabong Announces The Launch Of A New Brand: Honolua Surf Co.

Honolua Surf Co. is an island waterman inspired brand that celebrates the culture of people who have built a lifestyle surrounded by the ocean and all it has to offer. Quality, comfort, strength, knowledge and durability are all traits found in any experienced waterman and can also be found in the Honolua Surf Co. product. Honolua Surf Co. will also use only the finest fabrics and strive to reflect this unique island culture, from the colors in the prints to the washes in the twills and overall brand image.

The Honolua Surf Company retail division will remain the same and continue as a retail operation, comprising of 17 stores in Hawaii and two in Las Vegas, and will continue to provide a multi-branded offering, deriving about 60 percent of their sales from Honolua Surf Company-branded apparel.

“The Honolua team is really excited to partner with Billabong to develop an outstanding product that will be available wholesale and in the Honolua Surf Company stores, said Tom Knapp, Honolua Surf Company President.

“Billabong is a perfect match within the authentic, surf-based lifestyle culture and will offer tremendous potential for product, design and distribution opportunities through Billabong’s existing international distribution network.

Pat Fraley, founder and former co-owner of Counter Culture, will act as the brand director for the Honolua Surf Co. and spearhead the overall direction of the brand image through marketing, creative and general trends, as well as distribution channels, design and merchandise.

“I am excited to be a part of a new brand that fills a void in the market by appealing to a strong culture with a much broader demographic and customer base, said Fraley.

The Honolua Surf Co. will launch simultaneously to worldwide markets to include the US, Australia, Europe and Asia for Spring 2005, and will be based in Irvine, California.

The entire collection of Honolua Surf Co. can be previewed at ASR in July in Europe, ASR in September in San Diego, California, at Surf Expo in September in Orlando, Florida, and will be available for Spring 2005 at all 19 Honolua Surf Company stores and select retail outlets.