Industry Veterans Launch COVA

industry veterans launch cova

Industry Veterans Launch COVA

Industry veterans Guy Stagman and Kent Stevens launch COVA – a premium men's sportswear line embracing traditional craftsmanship & authentic flavor from the seven seas. COVA is a lifestyle apparel line targeted at the 25+ year active male who appreciates quality, fabrication, and fit.

The name COVA is not a specific latitude or longitude – it is a place that defines who you are and where you live. Loosely translated in Italian it means 'nest'. If you add water, it becomes a harbor or cove where you would seek anchorage or a mooring from which you launch further adventure…

Kent and Guy have spent many years in the surf/outdoor apparel space. For the last 15 years they designed, merchandised, marketed and sold the Quiksilver Waterman Collection. After leaving Quiksilver, they created COVA and have assembled an in-house team rounded out with Shayne McIntyre handling marketing, Briana Gigliotti in design/merchandising, Randy Noborikawa as art director, and Linda Stegeman handling key account sales.

The sales team is comprised of many familiar names, also with vast experience: Linda Stegeman – OC & San Diego (and key accounts)

Willy Morris – LA North

Janner Asuncion – Hawaii/Guam Andy White – Southwest

Piper Brown – Midwest Dan Hopkins – Northeast Jon Kleintop – Southeast

Bob Rohmann – North Florida

Dimitri Kjos – South Florida/Caribbean

International plans: COVA will be represented by SAG (Softwear Apparel Group) in Canada. We are in discussions for coverage in Mexico and South America while Europe, Australia, Japan are to be determined.

Funding: COVA completed a successful first round with angel investors which are all individuals who appreciate and subscribe to the lifestyle promoted by the brand. Several investors, including Tom Holbrook and Steve Tully, are industry veterans with unrivaled experience in terms of account relations, operations, and product knowledge. Another investor is a longtime industry account who will bring a retailers perspective to the brand – something we think is key for our success. They will sit on the board of directors and offer sage advice to the company.

Spring '15 launch: Product will deliver February '15. The line uses a 'collection mentality' and is comprised of woven shirts, knits, T-shirts, walkshorts, hybrid 'Surf 'n Turf' shorts, boardshorts, and volleys. Seasonal fleece, lightweight jackets, sweaters, and pants will compliment these categories for Summer/Fall.

Target customer: 25+ male looking for quality construction, sophisticated fabrication, and fit. Price points are 20% higher than typical young men's brands, yet 25% less than men's traditional and resort brands. Our experience shows us that this customer is underserved as several established brands have moved away from this segment and all of the new brands being announced are pursuing a younger, fashion oriented customer. COVA is a lifestyle brand.

Distribution: COVA will pursue accounts where our customer shops. This guy casts a wide net in terms of his buying reach. Specialty, sporting goods, resort, and outdoor accounts are all within his purchasing scope. Also, we have tangible information that tells us his spouse buys for him, so we will 'speak' to that buyer as well.

Vendors: We have long standing (15+ year) relationships with our vendor base and they have been incredibly supportive. All samples have been on time and up to our quality standards. They want to see us succeed.

For further information and to see a glimpse of the product, visit