On April 14, 2010, Quiksilver announced that it had reached an agreement to sell its “Raisins” brand including Raisins, Raisins Girls, Leilani, Island Escape, women’s brands to AOM Holdings, LLC. Quiksilver operated these businesses since 1994.
According to Craig Stevenson, President of Quiksilver Americas, “As we review our operating priorities we are keenly focused on our core businesses of Quiksilver, Roxy, DC and, increasingly, Mervin. In that context, and after evaluating opportunities for our other women’s swim brands, we felt the best course of action for our shareholders, our customers and our employees was to sell these women’s swim brands to AOM Holdings, who came forward with an attractive offer. AOM has extensive experience in the swim category and we are pleased that they have expressed their intent to continue to operate these brands within their existing channels of distribution,” said Craig Stevenson, President of Quiksilver Americas.
Stevenson added, “We intend to work toward a smooth transition of the business. Our team will continue to ship our spring and summer 2010 order file – including reorders – throughout the current swim season. The first line releases from AOM will begin with the Spring 2011 season.”