ACTION SPORTS BRAND VOLCOM IS EXPANDING THEIR RETAIL BASE

This anti-establishment brand has captured the imagination of young people with their funky hats and irreverant surfer merchandise. The company was started by Richard Woolcott, a Quiksilver employee and avid athlete. They plan to add two free standing stores by the end of this year as well as rennovate their store on La Brea Avenue in LA.

If you are unsure of their merchandise, it helps to know that their motto is "Youth Against Establishment.” We recently saw their hats at Ron Jon in Cocoa Beach - and it’s good stuff.

Volcom has a San Diego store opening this summer (in the Gaslamp Quarter) and they recently opened a licensed outlet in the Horizon Outlet Center in Tulare California.

The Costa Mesa, Calif.-based company has been a favorite of surfers, skateboarders and streetwear aficionados since 1991, when Woolcott started the brand out of his bedroom with his friend, Tucker Hall. Sales the first year totaled $2,600 and as of 2005 they are $29.4 million. They mainly sell independent surf and skate shops and better department stores.

The Surf Industry Manufacturers Association, a trade organization for the surf apparel category, nominated Volcom in three categories for its annual Image Awards: women's brand of the year, men's brand of the year and ad campaign.