O'Neill Celebrates Summer with New Flagship Store in Santa Monica, Calif., Opening This Week

IRVINE, Calif., June 29, 2011 /PRNewswire/ -- O'Neill Clothing (www.oneill.com), the original surf, snow and youth lifestyle brand, is bringing its legendary outdoor lifestyle to Los Angeles this Summer, with a flagship store near the world-famous Santa Monica Promenade.  Located just steps from the sand at 2nd Street and Broadway, the new store will include O'Neill men's, boys and women's apparel, along with the brand's signature neoprene wetsuits, which were invented by Jack O'Neill nearly 60 years ago.  O'Neill is also famous for opening the first surf shop in 1952 and helping to kick start the popularity of the surf lifestyle all over California and beyond.  The store will officially open with a ribbon-cutting ceremony on July 8th, organized by the Santa Monica Chamber of Commerce, followed by an invitation-only grand opening party later in the month.

(Logo:  http://photos.prnewswire.com/prnh/20110629/LA28182LOGO)

Inspired by Jack O'Neill's oceanfront home, the unique store concept offers an authentic environment to illustrate the O'Neill lifestyle: renowned performance products are mixed with on-trend apparel and accessories; window displays showcase one-of-a-kind artwork from O'Neill employees and friends; and the interior is lined with various photography from past decades and current advertising campaigns.

"We're excited to have an opportunity to thoroughly represent the O'Neill brand in Santa Monica," said O'Neill Clothing CEO, Toby Bost.  "This global retail concept is the first to be rolled out in the United States, and will showcase everything O'Neill is about in one of the best shopping locations in the country."

"This first L.A. store is an important milestone for O'Neill as we aim to have a greater retail presence in underrepresented areas around the country," added Eppo van Berckelaer, Head of Global Marketing, O'Neill. "Not only does O'Neill Santa Monica serve as a genuine showcase for our product in a key global market, it also offers a unique brand experience that highlights the past, present and future of O'Neill."

Throughout the Summer, O'Neill Santa Monica will host special events, VIP shopping experiences and other promotions for visitors to the Promenade, which serves as LA's #1 coastal entertainment destination, with hundreds of shops, restaurants and theatres. Additionally, O'Neill Santa Monica has partnered with Heal the Bay, a local non-profit which campaigns for cleaner coastal areas and watersheds throughout the Los Angeles area.  O'Neill will support Heal the Bay through a series of beach cleanups and other events throughout the year, along with donating proceeds of product sales.  O'Neill will also be offering an exclusive t-shirt to benefit the organization, which will be available for purchase at the Santa Monica store only.  Plans to support other charitable groups in the months ahead are underway.

"This new space will bring jobs into the local economy, support amazing non-profits to better our communities, and keep people excited about the surf lifestyle, which we love to see," said Steve Ward, O'Neill Senior VP of Sales and Marketing.  "Whether you're an avid surfer or wakeboarder, trying out stand up paddling, or just looking to hang out on the beach in style, O'Neill offers products for everyone."

O'Neill Santa Monica will be managed by Wendi Harrell, who previously oversaw O'Neill's outlet store in Nevada at the Vegas Premium Outlets North. O'Neill also has a retail space at the Anaheim GardenWalk shopping district, which opened three years ago.

For more information, visit www.oneill.com, www.facebook.com/OneillSantaMonica or www.twitter.com/ONeillStoreSM.

About O'Neill

O'Neill, the original California surf, snow and youth lifestyle brand, was founded in 1952 when a young man named Jack O'Neill took his unstoppable passion for surfing and used it to beat Mother Nature at her own game. Pioneering the world's first neoprene wetsuit, Jack had successfully found a way to extend his surf sessions in the bone-chilling breaks of Northern California. He opened up the garage doors to his first surf shop in Santa Cruz soon after.

While many things have changed since those humble beginnings, Jack's initial vision of producing functional and innovative boardriding products continues to lie at the core of everything the company does. O'Neill's core values – innovation in style and technology – have seen the brand devote itself wholeheartedly to the evolution of the action sports lifestyle.  From the first ever neoprene wetsuit and surf leash, to the world's first stitchless boardshorts and range of groundbreaking wearable electronics, O'Neill's progressive spirit will always drive the company forward.  For more information, please visit www.oneill.com.

SOURCE O'Neill Clothing