|This article relies on references to primary sources. (November 2008)|
|Industry||Apparel and consumer goods|
|Founded||Orange County, California (1991 )|
|Founder(s)||Richard "Wooly" Woolcott Tucker "T-Dawg" Hall|
|Headquarters||Costa Mesa, California, U.S.|
|Number of locations||38|
|Key people||Richard "Wooly" Woolcott, Founder, CEO
David A. Unter, CFO
Jason W. Steris, President
Ryan Immegart, VP Marketing
Tom D. Ruiz, EVPSales
Ethan F. Anderson, EVP Creative Director
|Employees||543 As of 31 December 2010[update]|
|Subsidiaries||Electric Holding Corporation
Volcom Entertainment, Inc.
Volcom Retail, Inc.
Volcom, Inc. is a designer, marketer, and distributor of youth-oriented products. The company primarily produces young men's and young women's clothing, footwear, accessories, and related products, all sold under the "Volcom" brand name. Volcom is headquartered in Costa Mesa, California, United States. Volcom is known for its trademark stone logo, its slogan Youth Against Establishment, and the Let the Kids Ride Free campaign. Jason Steris is the CEO of Volcom.
Volcom is a brand that puts a lot of effort in supporting athletes, artists and musicians, giving them opportunities to express themselves.
- 1 1. History
- 2 2. Retail
- 3 3. Sponsorship and promotions
- 4 4. Volcomunity
- 5 5. Sustainability engagement
- 6 References
- 7 External links
Founded in 1991 by Richard "Wooly" Woolcott and Tucker "T-Dawg" Hall, Volcom caters to the surfing, skateboarding and snowboarding markets, born out of the founders' own experiences with these sports.
Everything started in March 1991, when the two men went on a snowboarding trip to Tahoe. For the very first time, Richard and Tucker experienced riding in fresh powder every day. It is the spring after that trip that they both decided to start a clothing company that would embody the feelings and experiences related to every riding sports they enjoyed. Volcom was born.
In 1995, Volcom was the first action sport company to create a record label, Volcom Entertainment. In April 2005, the company took its current name, Volcom, Inc. Volcom became a publicly traded entity on June 29, 2005, when Wachovia Securities, D.A. Davidson and Piper Jaffray underwrote an initial public offering on NASDAQ, pricing 4.69 million shares at US$19 a share, raising a total of US$89 million.
In early 2008, Volcom made its first acquisition, taking ownership of Electric Visual Evolution LLC, for US$25.3 million.
In 2010, Volcom won the TransWorld Business Industry and Retail Award: “Brand of the Year”.
In 2010, Woolcott, Volcom co-founder and Executive Chairman, was nominated for Entrepreneur of the Year Award at Chapman University by the Leatherby Entrepreneurship Center.
In 2003, he was named the Surf Industry Manufacturers Association Individual Achiever of the Year.
In 2004, he was inducted into the National Scholastic Surfing Association Hall of Fame.
On May 2, 2011, French luxury and sport & lifestyle group Kering launched a friendly take-over offer to buy Volcom Inc. for $24.50 a share, valuing the company at $608 million. Volcom's board unanimously backed the Kering offer and recommended shareholders tender their shares to Kering.
Ever since this take-over, Kering has helped Volcom expand and diversify its brand. Volcom has launched its very first complete footwear line in July 2013. Volcom focuses on making quality shoes with excellent materials for a diverse taste range. The logos on the new shoes are small as the brand wants the design to speak for itself; style, quality and comfort is what Volcom is aiming for.
The extensive collection includes both male and female shoes with diverse models such as boots or wedges for girls or sneakers and slip-ons boots for guys.
Outside America, Volcom has numerous international retail stores in Hossegor and Bordeaux, France; two locations in Bali, Indonesia; Tokyo, Japan; Durban and Pretoria, South Africa; Bangkok, Thailand; London and Falmouth, England, Buenos Aires, Argentina; Santiago, Chile; São Paulo, Brazil; Isla De Margarita, Venezuela; Lisbon, Portugal; Munich, Stuttgart and Berlin, Germany; Calgary, Edmonton, Vancouver, Winnipeg and Fort McMurray Canada, and Guam.
3. Sponsorship and promotions
Since 1995, Volcom has provided a platform for aspiring artists to express themselves through the 'Featured Artists' line of products. Volcom also has an entertainment company that includes bands such as Pepper, Valient Thorr, Guttermouth, Birds of Avalon, and others.
Appealing to the company's target market and core brand philosophy, the company sponsors brand ambassadors across four key youth and lifestyle sports:
Let the Kids Ride Free is a Volcom campaign aimed at making skateboarding, surfing and snowboarding competitions free of entry charges for kids as a means to express their talent, gain contest experience, have a good time, and eat without cost. Volcom also provides free product to competitors.
- Ezekiel Lau
- Dusty Payne
- Carloz Munôz
- Mitch Coleborn
- Alex Gray
- Gony Zubizarreta
- Parker Coffin
- Andrew Doheny
- Ozzy Wright
- Nate Tyler
- Geoff Rowley
- Louie Lopez
- Pedro Barros
- Alec Majerus
- Rune Glifberg
- Mark Appleyard
- Dustin Dollin
- Caswell Berry
- David González
- David Gravette
- Alex Midler
- Dennis Busenitz
- Colin Provost
Volcomunity is an online space where Volcom ambassadors such as singers, models or designers blog about their journeys, their experiences, their trips and their everyday things. Volcomunity was at first only dedicated to girls but it has recently introduced guys into the concept. These diverse personalities also collaborate with Volcom through the design of capsule collections for the brand. Volcomunity Creative Liberation is the premium line of Volcom that regroups all the collections that have been imagined by the Volcomunity members.
Natalie Suarez, Jennifer Herrema, Billie Edwards, Elle Green, Mike Correia, Stephanie Cherry and Amy Smith, Zoe Grisedale-Sherry and Hannah Logic from the rock band Zoetrope are all Volcom ambassadors and are part of the Volcomunity. Volcom has collaborated with the two famous DJ’s PASSO who collaborated by designing women collections.
5. Sustainability engagement
Volcom is a brand that takes pride in giving a lot of importance to environmental and charitable matters. Volcom maintains a blog dedicated to topics related to development and sustainability issues.
Volcom’s V.Co-logical Series
Volcom has strived to reduce their environmental footprint by offering a range of products under the V.Co-logical Series collection. One percent of the sales go to environmentally focused non-profits, thanks to their 1% for the Planet membership.
2013 Volcom Pipe Pro Event
The 2013 Volcom Pipe Pro surf competition that took place between January 27th and February 7th 2013 has been designated as a Deep Blue Surfing Event as it completed the ASP (Association of Surfing Professionals) Green Guidelines Recommendations. The event strove to reduce environmental impacts of a professional surfing contest, while also provided social benefits for the local community.
Fall 2011 Volcom x Krochet Kids International
Volcom is also involved in more economic-oriented development programmes, which strive to alleviate poverty. In the Fall 2011, Volcom decided to collaborate with the Krochet Kids International: a grass roots movement and organisation that aims to empower people to rise above poverty. Volcom sold handmade clothes from Uganda and some of the revenue went to the Krochet Kids International.
- Volcom (2012). "Frequently Asked Questions". Volcom. Volcom, Inc. Retrieved August 20, 2012.
- UNITED STATES SECURITIES AND EXCHANGE COMMISSION (2010). 2010 "Volcom, Inc.". UNITED STATES SECURITIES AND EXCHANGE COMMISSION. UNITED STATES SECURITIES AND EXCHANGE COMMISSION. Retrieved August 20, 2012.
- "Volcom". Skateboarding.com.au. Retrieved 9 November 2012.
- "Steris named Volcom CEO, Woolcott moves to executive chairman". business.transworld.net/. Retrieved 26 July 2013.
- "2013 Volcom Brandifesto". volcom.com/. Retrieved 26 July 2013.
- "the Volcom story". volcom.com. Retrieved 26 July 2013.
- Ryan Richardson (January 28, 2012). "Volcom, the Story of the Stone". Sundance Beach (Sundance Beach Magazine). SundanceBeach.com. Retrieved August 21, 2008.
- Bellantonio, Jennifer (January 28, 2008). "Volcom to Break into Sunglasses with Buy". Orange County Business Journal (Dunn and Bradstreet). AllBusiness.com, Inc. Retrieved May 14, 2011.
- "Volcom and Vans claim two tw biz awards each". surf.transworld.net/. Retrieved 26 July 2013.
- "Volcom CEO Woolcott OC entrepreneur of year". business.transworld.net/. Retrieved 26 July 2013.
- Landauro, Inti (May 2, 2011). "PPR Launches Tender Offer For Volcom Shares For $608 Million". Fox Business – Retail (Paris: Fox News Channel). Dow Jones Newswires. Retrieved May 14, 2011.
- "PPR CEO Says Volcom Acquisition Shows Scope of Future Lifestyle Deals". bloomberg.com/. Retrieved 26 July 2013.
- "Volcom launches footwear collection for fall 2013". shop-eat-surf.com/. Retrieved 26 July 2013.
- "After 22 Years, Volcom is Launching its First Shoe Line". forbes.com/. Retrieved 26 July 2013.
- Transworld (27). "VOLCOM OPENS FIRST RETAIL STORE". Transworld Snowboarding. Bonnier Corporation. Retrieved August 20, 2012.
- "Stores". Volcom. Retrieved 9 November 2012.
- "Some things art show by Apo Fousek @ Volcom SP (Brazil)". Discover. Volcom. September 20, 2008. Retrieved May 14, 2011.
- "Volcom Team". Youth Against Establishment. Volcom. 2011. Retrieved May 15, 2011.
- "Let the Kids Ride Free". Youth Against Establishment. Volcom. 2011. Retrieved May 15, 2011.
- "Natalie Suarez". volcomunity.com/. Retrieved 26 July 2013.
- "The STITCH: New POSSO x Volcom Collection". people.activerideshop.com/. Retrieved 26 July 2013.
- "Volcom New Future Blog". newfuture.volcom.com/. Retrieved 26 July 2013.
- "Volcom 2013 Sustainability Update". newfuture.volcom.com/. Retrieved 26 July 2013.
- "Volcom Pipe Pro -2013- Sustainability Report". http://sustainablesurf.org/. Retrieved 26 July 2013.
- "Volcom x Krochet Kids Fall 2011". volcom.com/. Retrieved 26 July 2013.