CARLSBAD, Calif., Feb 25, 2010 (BUSINESS WIRE) -- Carlsbad, California based Orange21 has embarked on a mission that mixes
passion, fashion and pride with innovative survival instincts and it's
beginning to pay off...
With a 15 year pedigree in action sports related eyewear with its SPY
Optic brand, Orange21 has defined itself as a top-selling leader in both
design and quality of product while establishing a position as an
authentic participant in the culture of Action Sports.
Like the culture of athletes and competition that spawned the SPY brand,
it's never enough to just be on top. The need to grow and evolve is more
than a bottom line for Orange21. The viral urge to push the limits is
now taking shape on a massive scale, positioning Orange21 as global
leader in lifestyle eyewear.
"Our strategy is very simple," says Stone Douglass, CEO of Orange21, "We
have a platform of authenticity in both eyewear production and brand
image - Now we're sharing! And everyone likes a friend who shares."
Simply put, Orange21's strategy for growth relies on its superior,
market leading design and manufacturing ability balanced with an evenly
calculated approach to markets. "We are choosing partners with
supplementary market share and consumer values," says Brand Manager,
Matthew Harkins. "Our goals for growth as a company mandate both
sustainability when entering new markets and the sensitivity to further
the partnerships we've already established. Orange21 is taking a very
conscious approach to new brands, ensuring lateral expansion in eyewear
markets to avoid oversaturation. The resonant message in all our
expansion is Authenticity."
Orange21's authentic approach can be seen in its global success with the
SPY brand. Recognized globally as a market leader, SPY stands to benefit
from this new expansion in numerous ways. "Our multi-brand approach
gives us new and deeper stories to take to retail," says Erik Darby, VP
of Sales. "Our strategy for growth allows us to mean more to our
existing customers, and provides multiple platforms to sell into new
types of retail. Whichever of our brands opens the door to new growth,
the others have a chance to follow."
This strategy of growth began to play out with the addition of the
O'NEILL Eyewear license in September 2009. When the Company who has
defined so many core traditions in surfing for the past 58+ years
chooses a partner in eyewear, you can bet they wanted the best.
Following that came the release of the Jimmy Buffett/Margaritaville
Eyewear line announced just this week. Jimmy Buffett, world-renowned
singer/songwriter/author and pilot continues to touch people's lives
across all cultures and generations. Look for more "Icons" to join the
growing list of Orange21 brands shortly.
As a balancing act to the fragile retail economy, brands are looking for
the right ways to grow without alienating their retailers or
consumers. By branching into markets and distribution channels that have
little conflict, Orange21 has laid down a platform for growth that is
symbiotic and pro-business. Best of all it's a platform that has room to
grow as the heavy door of this recent economy prepares to swing towards
About Orange 21 Inc.
Orange 21 designs, develops, markets and produces premium products for
the Action Sport, Motorsports, Snowsports and lifestyle markets. Orange
21's primary brand, Spy Optic (TM), manufactures sunglasses and goggles
targeted toward the action sports, motorsports, snowsports and youth
Safe Harbor Statement
This press release contains forward-looking statements. These statements
relate to future events or future financial performance and are subject
to risks and uncertainties. In some cases, you can identify
forward-looking statements by terminology such as "may," "will,"
"should," "expect," "plan," "anticipate," "believe," "feel," "estimate,"
"predict," "potential" or "continue," the negative of such terms or
other comparable terminology. Comments in this press release regarding,
among other things, future prospects, new opportunities, Orange21's
growth strategy, the implementation of its strategic plan, expectations
for brand and Icon growth, the success of existing and potential
partnerships and growth into new markets and distribution channels are
forward-looking statements and are subject to inherent risks. These
statements are only predictions. Actual events or results may differ
materially. Factors that could cause actual results to differ from those
contained in the forward-looking statements include, but are not limited
to: the general conditions of the domestic and global economy, changes
in consumer discretionary spending; changes in the value of the U.S.
dollar, Canadian dollar and Euro; changes in commodity prices; our
ability to identify, implement and manage successful partnerships and
distribution relationships; our ability to source raw materials and
finished products at favorable prices; risks related to the limited
visibility of future orders; our ability to continue to develop, produce
and introduce innovative new products in a timely manner; our ability to
identify and execute successfully cost-control initiatives without
adversely impacting sales; the performance of new products and continued
acceptance of current products; our execution of strategic initiatives
and alliances; uncertainties associated with intellectual property
protection for our products; and other risks identified from time to
time in our filings made with the U.S. Securities and Exchange
Commission. Although, we believe that the expectations reflected in the
forward-looking statements are reasonable, we cannot guarantee future
results. Moreover, we assume no responsibility for the accuracy or
completeness of such forward-looking statements and undertake no
obligation to update any of these forward-looking statements.
SOURCE: Orange 21 Inc.
Orange 21 Inc.
Marketing and PR Coordinator