Extending a surf brand into a high-end, natural skin care line might sound like an impossible task. But for Clark and Kelise Riedel, proprietors of Evolution Surf, it has been a seven-year journey that has paid off.
“It is a full lifestyle brand,” says lifelong surfer Clark, who started the company in 1999 to make luxury, handmade surfboards. “It allows consumers to experience surfing even if they are not surfers.”
One might argue that most surfers can’t afford a $2,000 surfboard — some of Evolution’s surfboards are tagged up to $50,000 — or a $150 eye cream, but key ingredients such as kelp, coconut, mango and bamboo evoke the ocean and help carry the brand’s surf message. In fact, says Clark, his surfboards are far more of a media vehicle than a product he sells for profit. Most of the boards being hand-painted and hand-glassed, more like pieces of art than money-making sports equipment.
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With such high-end products, however, it was easy to jump into another luxury business, one which is much more profitable. What was originally a $1.5 million investment in the skin care line, designed by Kelise, is currently a $7 million investment in facial and eye creams, washes, and spa therapy sprays.
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The products, sold at retail for the first time in 2005 at Saks Fifth Avenue, rang $2 million in sales. This past spring, the couple inked an exclusive deal with Barneys New York to sell the line, and they expect to double their sales to $4 million. The line is available in six Barneys stores, including the retailer’s newest flagship in NorthPark Center in Dallas, and will bow in Barneys’ Las Vegas and San Francisco stores in 2007.
“If you want to do products as part of a surf line, you have to go right to the top of the market or people won’t take you seriously,” said Clark.
The couple plans to build on its skin care line with sunscreen, serums and lip balms. Eventually, says Kelise, hair care and color cosmetics will be on the company roster.