CARLSBAD, Calif.--(BUSINESS WIRE)--Aug. 11, 2006--Spy Optic, Inc.,
a wholly owned subsidiary of Orange 21 Inc. (NASDAQ:ORNG), a leading
developer of brands that produce premium products for the action sport
and youth lifestyle markets, announced today that it has signed two
separate distributions agreements in Australia with Quattro Sports, a
leading distributor of U.S. youth and board sports brands, and GAS
Imports Australia Pty Ltd, a leading distributor for the motocross and
motorcycle markets, to specifically target the Action Sports and
Motorsports distribution channels. The new distributors will replace
Marmalade, Spy's previous distributor. Spy and Marmalade have worked
together over the past few months to find the best solution for Spy
products in Australia, and both parties have agreed that it would be
best to split the distribution into specialist segments.
"We are very excited about our recent distribution agreements as
both play a significant role in broadening the awareness of the Spy
Optic brand in this important market," said Barry Buchholtz, Chief
Executive Officer of Orange 21. "Quattro Sports and GAS Imports both
have long and successful track records in their respective
specialties, and we welcome them to the Spy Optic distribution
Quattro Sports will distribute Orange 21's Spy Optic products to
Australia's action sports market. Quattro Sports is entrenched in the
youth and board sports culture, and has successfully serviced the
Australian surf, skate, BMX, and snow market for the past 12 years.
Spy will be added to Quattro's current portfolio of four leading U.S.
footwear brands: Etnies, eS, Emerica and Thirty Two.
"We feel Spy has just scratched the surface of the Aussie market,"
said Kevin Wadham, Quattro Sports Managing Director. "Spy Optic is a
high quality product, yet remains true to its roots in the action
sports industry. Spy is a remarkable addition to our existing
portfolio of strong U.S. brands, and we are confident that this will
be a very successful collaboration." Mr. Wadham has over 25 years
experience importing and distributing board sports products.
GAS Imports Australia will focus on distribution of the Spy
products to the motorsports market in Australia. GAS has been serving
the motocross and motorcycle markets for 15 years, serving as the
exclusive Australian Distributor for Thor MX motocross products and
Michelin motorcycle tires. Owners Sean Gallagher and Doug Sharp have
both been involved in the motorcycle industry on the racing and
business sides for the last 30 years.
"We believe that this distribution agreement is an important step
in achieving future success within the motor sports industry for the
Spy Optic brand," said Doug Sharp, owner of GAS Imports Australia. "We
look forward to building on Spy Optics' current success as we help to
further grow the brand within the Australian marketplace."
About Orange 21 Inc.
Orange 21 develops brands that produce premium products for the
action sport and youth lifestyle markets. Orange 21's primary brand,
Spy Optic(TM), manufactures sunglasses and goggles targeted towards
the action sports and youth lifestyle markets.
CONTACT: Orange 21, Inc.
Barry Buchholtz, 760-804-8420
Integrated Corporate Relations (Investor Relations)
Andrew Greenebaum, email@example.com
Allyson Pooley, firstname.lastname@example.org
SOURCE: Orange 21 Inc.