With this acquisition from Nike, Bluestar aims to fuel Hurley’s sales in categories like skateboarding and snowboarding, as well as continue to grow the women’s business, which will be fueled by connecting fashion and function. Hurley also expects several of its sponsored athletes to qualify and compete in the 2020 Summer Olympics in Japan, where surfing will be an Olympic sport for the first time.
Bluestar Alliance, founded in 2006, owns, manages, and markets a portfolio of consumer brands, including Hurley, Bebe, Tahari and Kensie, among others. Bluestar's retail footprint includes over 250 stores as well as distributors all across the world. Since its inception, the company has acquired select brands with retail sales expected to exceed three billion dollars in 2019.
Hurley is a surfing brand, which Nike bought in 2002. As well as a wide range of women’s board shorts, customers at Hurley can also find backpacks, wetsuits, hats, bikinis and jackets. Nike, the world’s largest footwear maker, now sells more of its products directly to customers through online platforms rather than through wholesalers. Nike has also launched pop-up stores that cater to loyal fans of the brand in several big US cities in an effort to build a strong relationship with its customers and gain market share.