Beach Riot lays the foundation for its global expansion

By

Anaïs Lerévérend

Published
May 29, 2014

Just launched in 2012, Beach Riot has big ambitions, which might very well be feasible thanks to the signing of a partnership between its founder, Nicole Henriot, and the American group PJ Salvage. The California swimwear brand has just signed to a joint venture with the lingirie and loungewear brand PJ Salvage, which has 800 retail outlets worldwide and has been independently owned by Peter Burke since 1997.

Essentially, the Beach Riot brand, which has a just few dozen retailers in the United States, is now part of the PJ Salvage group. Beach Riot's founder Nicole Henriot will remain the designer and associate to Peter Burke, but will also now be able to rely on the support of a newly appointed president, Mark Tinkess, whose previous experience includes Billabong. This joint venture will give Beach Riot greater resources and access to PJ Salvage's sourcing, marketing and international network.

PJ Salvage is present in North America and South America, but also in the Middle East and Asia with offices in China. More recently the brand has made inroads in Europe, also on Beach Riot's agenda, as are young women looking for something original such as the brand's complex swimwear. Beach Riot has signed up to exhibit at the next Mode City in Paris this July. The fair is an opportunity for retailers, European department stores and other buyers to discover the brand's mid-range line that includes one-piece and two-piece swimwear with an average retail price of around 100 euros.