Roxy Life Rolls Out In Oz

Roxy Life, Australia’s chic new ladies’ line, hopes to bridge the generation gap by “growing up the Roxy spirit and offering it to a more mature market. Released in May 2004, the line has already garnered a positive response and successful sales. While it remains to be seen whether or not their adult-aimed endeavor will endure the test of time, there’s no denying that done right, this concept could walk on water—perhaps even as far as U.S. shores.

The folks at Roxy Australia are hoping to appeal to today’s modern woman by taking the culture and spirit of Roxy and creating a collection that’s both contemporary and classic. They’re banking that customers who grew up with Roxy will easily adapt this new flavor into their wardrobes. In other words, they want their previously ponytailed patrons back.

“Roxy Life will allow the Roxy customer to grow up with us and not choose designer brands over Roxy or walk out of surf stores into boutiques, explains Roxy Australia’s Kristen Ruddick. “The Australian surf market is very mature, very savvy. It’s a perfect testing ground for a collection of garments such as Roxy Life.

And while former Roxy girls the world over—not just down under—have opted to shop elsewhere after outgrowing the predominately teen-oriented fare, would a line like this fly here in the States?

“While we support Australia, we’re not planning to use Roxy Life here, explains Senoir VP of Marketing Randy Hild. “I think it’s good for their cause and will be interesting to watch. Roxy U.S., says Hild, has something else in mind.

Reacting to the success of its men’s line QuikSilverEdition, Quiksilver hopes to follow suit with a better quality, higher pricepoint female brand. “You probably won’t see it in PacSun because of the higher pricepoint, but it would be perfect for stores like Becker and Fred Siegel, says Hild.

This wouldn’t be the first time Hild’s team has tried to grow up their girls’ garb, though. In 2001, they released Alex Goes, a high-end endeavor targeting females aged eighteen and over. Unfortunately, Alex Goes didn’t go the distance. The brand was put on hold just two seasons after its introduction.

According to Hild, however, Alex Goes didn’t get put into a holding pattern due to lack of market acceptance: “Like any division in its early years, it was losing money, and the company had come to a point where it was either put Alex Goes on hold or let people go. They dropped Alex.

“Unfortunately, there was no good answer, says Hild. “But in hindsight we made the right decision because we were able to hold on to some really good people and are still working on reintroducing the line.

And while Roxy U.S. is only in the discussion stages of an adult-targeted concept right now, according to Hild, “A comeback could happen as early as the end of this year. Move over Macy’s, Mom might be shopping at a surf shop near you soon.

—Melissa Buckley