By Jondi Gumez
Santa Cruz Sentinel
July 20, 2007
Girls4Sport a finalist in international competition
Girls4Sport was recognized by ISPO BrandNew, an international competition for startup companies in the sporting goods industry, this month in Munich, Germany.
A partnership of Kim Ruby, Gary Macbeth and Leanne Riem Salandro, Girls4Sport entered for the first time and was chosen one of five finalists in the sportswear division. A total of 178 companies from 19 countries took part in the summer contest; competitions are scheduled every six months.
All three Girls4Sport partners came to the sportswear industry from high-tech.
Ruby, 45, said she took up surfing 10 years ago and hit the waves five or six days a week, which inspired her career change. She now juggles her business responsibilities along with parenting her daughter, who is 31/2. Salandro, a triathlete and marathon runner, is the company designer, and Macbeth, who divides his time between Santa Cruz and London, focuses on business strategy and finances.
Sentinel business writer Jondi Gumz talked to Ruby about innovation at Girls4Sport.
Q What made Girls4Sport a finalist in this international competition for sportswear? Can you give me some examples of why your sportswear is different and better?
A Part of what makes our brand unique is the attention that we give to the product in terms of design. Everything is thought through and tested on team riders. For example, all of our rash guards have a built-in shelf bra. I don't know of other companies doing that. You find them in active wear but not in rash guards.
We pick fabrics that provide great sun protection. We're particular on the weave and weight of the fabric. We tend to use performance fabrics that are polyspandex with a tight weave. We want it to be a little heavier or you won't get the sun protection. We're adding TACTEL, a fabric that is super quick to dry.
For every garment, we create a panel in the front and panels on the sides so you get this illusion you look a little bit thinner. We also design everything with a little bit of extra length so what you're wearing doesn't ride up.
Q Did you get any ideas for new merchandise at the show in Germany?
A We saw fabric vendors, but our product ideas come from the field and people telling us what they want. Last year, we added kids' wear.
Q Girls4Sport is a young company, only four years old. How has the company grown, in terms of product lines and sales?
A We started out with rash guards and board shorts, and we had only three styles of each. Every year we've added different styles and a different length. Now we have eight different colors. We offer lots of choices. We're doubling our size every year. We're still a private company, so we're not giving out sales figures.
Q You sell your sportswear internationally. Which market has more potential — domestic or international? Do you sell more at retail stores or online?
A International is a small part right now, but we have huge expectations. We ship to Moscow, Israel, Australia, France, Brazil, Canada. We're at more than 100 retailers, locally at Paradise Surf Shop, Free to Ride, Shoreline, and Club Aquatics.
About 70 percent of our sales are wholesale and 30 percent online.
Q Where is your clothing made and how do you monitor for quality control?
A It's made in the United States. The board shorts are made in Huntington Beach and the rash guards in Oakland. I'm the one managing that. I'm up in Oakland every couple weeks. We're pretty hands-on so our products are what we want.
Q What's your personal favorite in the Girl4Sport sportswear line and why?
A The snag-free board shorts. There's a Lycra gusset behind the laces in place of Velcro. It's very comfortable. On the top I like the long-sleeve rash guard for the sun protection.
Contact Jondi Gumz at jgumz@santacruzsentinel.com
On the Net
www.girls4sport.com
For women: Rash guards, $44-$50; bottoms, $34-$40
For KIDS: Tops, $15-35; bottoms, $20-$25.
