Quicksilver Makes Righteous Move

USA Today, proving it employs hipster copy editors, used the word “gnarly” in a headline today announcing Quicksilver’s acquisition of Rossignol.
According to the article, “The ups and downs of their key selling seasons can now be evened out,” says P.K. Kannan, professor of marketing at the University of Maryland’s Smith School of Business.
A $1.3 billion company based in Huntington Beach, Calif., Quiksilver primarily sells surf goods under the brands Quiksilver, Raisins and Roxy. Also, golf apparel is sold under QuikSilverEdition and Fidra.
It gained its introduction into winter sports in 1997 with its purchase of Mervin Manufacturing, maker of Lib Technologies, Gnu, and Bent Metal snowboard products.
Rossignol is a $625 million company based in Voiron, France, and its skis, ski boots, snowboards and related apparel are sold under brand names Rossignol, Dynastar, Lange, Look, Kerma, Hammer and Risport. It also makes Cleveland Golf products.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.