Quiksilver is discussing a concession venture with House of Fraser as it seeks to reposition the brand in the UK market.
The surf label unveiled the latest version of its Boardrider format on Carnaby Street in London last week. The hybrid store is divided between menswear and its burgeoning womenswear label Roxy.
Quiksilver vice-president Peter Bloxham intends to improve the Quiksilver brand stable in the UK. 'We have more than 700 outlets selling both Quiksilver and Roxy, that is enough. We want to improve the distribution network. You always lose a few (accounts) and we will be looking to replace those with quality.'
Bloxham said the business, which is listed on the New York Stock Exchange and recently purchased footwear brand DC Shoes, would raise its profile by opening on key high streets.
It already has 25 company-owned and franchise stores, with further openings scheduled. There are also plans to double the UK marketing spend. Bloxham would not state a figure, but said it traditionally equated to 5 per cent of net sales, which run at EUR400 million (£266.7 million) in the European division.
Roxy tails Quiksilver in terms of sales, and accounts for 20 per cent in Europe, compared with 40 per cent in the US. Bloxham is keen to redress the balance, and has identified either London or Manchester to launch the first Roxy standalone.