Reef branches into ‘outside’ after rapid growth in sector
Surf brand Reef is targeting the outdoor industry in spring 2014 with a collection using woven patterns with Swellular Technology.
Swellular is built around three layers of material: a soft, contoured foam deck for comfort, a medium-density midsole for support, and a high-density rubber outsole featuring “an ocean-inspired aesthetic” for protection and durability.
The outsole of the new Reef Rover XT has a more effective traction profile with deeper grooves for better performance and protection.
Reef has also added the Rover XT sandal, a versatile cage sandal fusing comfort and style. This transitional style is meant to look as good on the beach or trail as it does walking through the city, and is packed with the support and traction of Reef Swellular Technology.
“Surf is still the number one priority for us long term,” said Reef’s vice-resident of marketing, Mike Matey. “For growth we need to expand into other categories that make sense for Reef and we think the next closest thing is that outdoor world.”
Reef general manager Nathan Hill added: “In the emerging markets we are seeing more and more retailers look at themselves as ‘Outside’ rather than just Outdoors – the difference allowing them to open up much more into the lifestyle channel with outside, and the passion of being active whatever the activity. Whether it be hiking, climbing, skiing or surfing, they all involve the elements that share a common bond, that of travel and adventure.”
In 2015 Reef saw a 30% increase in sales with the outdoor channel. “Southern Europe being slightly newer into the play, will grow 102% year on year. We are tracking at a similar rate for ’16 on the spring bookings,” said Mr Hill.
Image: Reef's new campaign, shot in Bali
