Sanuk founder Jeff Kelley (JK), the man who brought SoCal surf culture to footwear, is transitioning from an active role at the brand to pursue his next entrepreneurial opportunity, TeaofaKind.com. The casual brand, which was acquired by Deckers three years ago for $120 million in cash plus earn outs, will continue to be led Sanuk president Jake Brandman.
Brandman said, “It was JK’s vision, creativity and passion that supported the brand’s success as a major player in the surf and specialty market arena. That founding DNA will always be a fundamental part of the Sanuk culture.” He added, “JK’s energy will live on in our organization and continue to inspire our vision for the future. We wish him all the best as he embarks on the exciting opportunities that lie ahead.”
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Kelley’s departure reflects the company’s plan to expand its management team and resources to support the next stage of its growth. Since Deckers’ purchase, Sanuk had added 35 employees and a team of over 50 people contributing to the brand’s marketing, merchandising, design, development and sales efforts.
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The team, which has helped grow the brand from about $43 million in revenue in 2010 to $101 million in 2013, is focused on extending the brand’s product offerings. For Spring ’15, Sanuk is introducing vulcanized footwear for women, and it plans to deliver more premium all day styles for both men and women in Fall ’15.
Kelley said the team in place at Sanuk is “totally” capable of taking the company to the next level. He added, “As for me, I love the thrill of starting new things and constantly challenging the status quo – which is exactly what my next venture, TeaofaKind.com, is designed to do. I will always consider Sanuk to be part of my family and look forward to seeing what the future holds for everyone.”