Swell Launches Core Shops Direct

by The Editors on August 13, 2009

CoreshopslogoWe always thought that Swell.com was missing out on a large piece of the action sports fashion business by not setting up white-label sites that would allow smaller brands to easily sell direct by jumping on Swell.com’s quality distribution system.

They still haven’t done that, but with Coreshops by Swell they are branching out into an equally cool and potentially large side business, according to an interview with Swell.com CEO Stacy Clark on Shop-Eat-Surf.com.

CoreShops by Swell is doing two things: one, it is aggregating the branded apparel from these shops and offering it for sale on Swell.com. (Want a Whalebone Surf Shop T-shirt from Nags Head, NC? Click here); and two, it pulls together an easy to search listing of core shops from around the US that makes it easy for anyone to find a nearby core shop, event, or promotion.

This works out well for shops and for Swell.com according to Clark.

Yes, it will generate revenue for the shops as well as Swell. What we are most excited about is that it’s a brand differentiator that also helps strengthen a very important industry distribution channel that we do not compete in. Oversaturation by leading industry brands has forced us to think differently about how we partner to do business and create a unique customer experience online.

Truth is, there is really nothing more core in “surf fashion” than T-shirts from local surf shops and shapers. For the rest of the story and the press release, follow the link.

[Link: Shop-Eat-Surf.com]

{ 1 comment… read it below or add one }

Me November 24, 2009 at 1:49 pm

Having been employed by Swell since 2000, I can whole-heartedly say this is a definite end to the era. Since early last year, Swell has been featuring every sku from both Billabong and Element, making for a seamless transition to new ownership. Expect an announcement regarding the site’s name change in a few months.

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