In a move company executives feel will build brand awareness and increase exposure for the AXO name, AXO USA recently signed a deal with nZania, a distributor of private label and licensed brands, to place AXO casual wear in better specialty/department stores nationwide.
The agreement will not adversely impact AXO's core motorcycle dealers, says Mark Gandy, director of products for AXO USA and Helmet House, Inc. Instead, it is intended to eventually drive more customers to dealers' doors. "Right now, Supercross and motocross are enjoying great popularity and growth," says Gandy. "We feel this new direction will do much to further promote and support the incredible market growth by putting the well-known AXO brand in front of countless consumers."
One example Gandy gives involves back-to-school shopping. By placing product in better specialty stores - Gadzooks, Mr. Rags and Pacific Wave, to name just a few - parents who previously may not have associated the AXO name with quality clothing will be exposed to the brand. The potential for crossover from traditional garments to motocross apparel and other powersports product is apparent. "The casual wear market is very big," notes Gandy. "It can accomplish a lot of things for our industry."
Those responsible for the look of the line include Jim Duval, nZania's director of design & merchandising; Adrian Nyman, nZania's lead designer and founder of NC Clothing; and AXO USA's apparel team. Dealers will have the opportunity to stock the same casual wear as the specialty stores. What's more, additional AXO casual wear offerings will be made available exclusively to powersports retailers.