Co-Op Surfection, part of Board Sports Retail Group, which also includes brands Surfection and Surf Dive ‘n’ Ski, was fully acquired by Billabong on September 23, 2011. At the time, Co-Op Surfection only operated one store, at The Corso, Manly, but since then the brand has expanded, launching another outlet at the Melbourne Central complex.
Now, with complete backing from Billabong, Co-Op Surfection has confirmed it will launch its own vertical line this year, as it moves to further establish the brand.
The Long Lost collection, set to drop into both Co-Op Surfection stores in April, will debut as a 12-piece range and will consist of basic T-shirts, chinos, beanies, knits, shirting, raglans and socks in an array of neutral and earthy colour tones. Product will retail from $10 to $20 for socks and beanies, $25 to $49 for most T-shirts, knits for $69, and up to $89 for chinos.
Board Sports Retail Group creative director Lotte Barnes said the Long Lost collection is targeted at the 20 to 35-year-old consumer and was designed to fill a perceived niche in the market.
“Long Lost was developed to fill a need within our market, which is targeted towards our on-trend customer. We just wanted to develop Long Lost to fill that missing basic component within our business. One that drives margin, complements our other brands, and presents in a unique and stylish manner,” she said.
“It was always a plan for the Co-Op business to develop its own vertical line, and this has been in the works since the store openings. However, having the resources, skills and knowledge within the GSM-owned retail (Billabong) business, has given us the opportunity to develop Long Lost within our own company.”
Barnes said the Long Lost line will initially be produced as three ranges a year – high summer, summer, and winter – and will join other brands soon to be stocked at Co-op Surfection, such as RVCA, Wrangler, Lee, One Teaspoon, Tallow, The Cassette Society, Stussy, Ksubi, Neuw, Dr Denim, Naked Ape, Thrills, Friends of Couture, and Story Of.
Daniela Aroche