CARLSBAD, Calif.--(BUSINESS WIRE)--Jan. 28, 2005--Orange 21 Inc.
(NASDAQ:ORNG) today announced that its wholly-owned subsidiary Spy
Optic, Inc. ("Spy") is converting its business model from distributor
to dealer direct in France and Italy. This transition is a
continuation of the company's distribution strategy for the European
marketplace. France and Italy represent key target markets for Spy's
international expansion and will provide a cornerstone for expansion
of the company's goggle, sunglass and accessory products throughout
Both territories will be supported by regional Spy sales
representatives and a sales and marketing staff located at Spy's
European headquarters in Italy. The direct territories are managed by
Massimo Bonfanti, who joined Spy last May after spending three years
at Type 20, which markets Briko and Arnette brands.
"We're excited about moving to a dealer direct model in France and
Italy. We believe that the change will allow us to provide better
service and greatly expand our dealer network, particularly in the
rapidly expanding European marketplace. In addition, we expect that
the dealer direct model will allow us to establish stronger
connections with our retail partners throughout Europe," said Ron
Perkins, General Manager for Spy Optic, SRL.
About Orange 21
Orange 21 designs, develops and markets premium products for the
action sports and youth lifestyle markets. Orange 21's principal
products, sunglasses and goggles, are marketed under its brand, Spy
Optic Inc. ("Spy"), a wholly-owned subsidiary. Spy's innovative
proprietary products utilize high-quality materials, handcrafted
manufacturing processes and engineered optical lens technology to
convey performance, style, quality, and value.
Safe Harbor Statement under the Private Securities Litigation
Reform Act of 1995: Certain statements contained in this press release
are not historical facts and may be considered forward-looking
statements, including, without limitation, statements relating to the
company's conversion to a dealer direct business model in France and
Italy, which are based upon a number of assumptions concerning future
conditions that ultimately may prove to be inaccurate. Such
forward-looking statements are subject to risks and uncertainties and
may be affected by various factors that may cause actual results to
differ materially from those in the forward-looking statements.
Further information on potential risk factors that could affect Orange
21's business and its financial results are detailed in its filings
with the Securities and Exchange Commission, including its
Registration Statement on Form S-1 declared effective on December 13,
2004. Undue reliance should not be placed on forward-looking
statements, which speak only as of the date that they are made.
CONTACT: Spy Optic, Inc.
Jessica Trent Nichols, 760.804.8420 x1158
SOURCE: Orange 21 Inc.