Op has enlisted Sydney-based Liquid Culture as its manufacturing, marketing, sales, and distribution agent for Op, Op Classic, and Seven2 in Australia and New Zealand.
Goods from Op and Op Classic are slated to hit stores in Australia in September, and Seven2 will launch in 2004. New Zealand distribution of Op will begin in 2004. Op will be sold through better department stores, and Op Classic and Seven2 will be sold in surf shops and other specialty retail locations.
“Australia is synonymous with competitive surfing, and its influence on both the sport and business of surfing is something that all truly global brands need to embrace if they’re going to be successful,” says OP Vice President of International Licensing Kathy Hoffman. “It’s key for us to have an agent Down Under who has a grasp of the common surfing heritage we share and a strong understanding of the market. Liquid Culture has a proven history of success in both areas.”