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Piping Hot (surfwear)

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Trading name
  
Piping Hot

Founder
  
Fred Pyke

Headquarters
  
Melbourne, Australia

Industry
  
Fashion

Website
  
www.pipinghot.com.au

Parent organization
  
Saban Capital Group

Piping Hot (surfwear) wwwpipinghotsurfcomwpcontentuploads201509P

Traded as
  
Dive and Surf (1967 - 1975)

Products
  
Apparel, Accessories and Hard Goods

Founded
  
1975, Torquay, United Kingdom

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Piping Hot is an Australian surf and street clothing brand and was established in 1975 in Torquay, Victoria. On March 24, 2015, it was announced that Saban Brands Lifestyle Group had acquired Piping Hot.

Contents

Corporate Information

Piping Hot is a privately owned Australian surfwear brand, founded in 1975 in Torquay, Victoria, Australia by Fred Pyke. Today the brand operates under a licence model, and is predominantly sold through major discount department store, Target Australia. The company’s headquarters are in Brighton, Victoria, Australia.

Business Model

Initially Piping Hot operated a traditional wholesale model. As Piping Hot’s brand awareness and popularity grew amongst Australians, the company's current owner and Managing Director, Mark Johannsen made the decision to move to a licence model in partnership with Target Australia in 1998.

Company History

Piping Hot was founded by Fred Pyke in 1967, and initially produced bespoke surfboards and wetsuits sold out of their small Torquay based factory, under the name Dive and Surf. In 1975 the company began trading under the name Piping Hot.

1967–1970s

  • Piping Hot moves from trading as Dive and Surf to the same name in 1975
  • In the late 70’s many world class surfers such as Larry Bertlemann, Nick Carroll, Nat Young, Joe Engel and Simon Anderson appeared in magazine ads and competed internationally, further promoting the brand.

    • 1980s

  • In1981 Piping Hot sponsored surfer Simon Anderson, wins the Bells Beach Surf Classic in the 30 ft category. Simon’s ride and support for Piping Hot solidified the company’s position in the market.
  • In 1984 Piping Hot released the ‘Smoothie’, the biggest selling wetsuit in Australia
  • Later that year Piping Hot opened Australia’s largest surf shop at the surf coast plaza in Torquay. This saw an extension of products created in the areas of clothing, headwear and surfing hard goods.

    • 1990s

  • The company started developing a broader range of product categories and increased their distribution network.
  • Piping Hot announced the sponsorship of surfing world title holder’s Barton Lynch and Pauline Menczer, bringing the brand increased exposure through printed and television media.
  • Piping Hot increased their support of younger up and coming surfers.
  • Piping Hot was sold to Mark Johannsen.
  • The company’s model moved away from its traditional wholesale arrangement to an exclusive licensed arrangement with Target Australia.

    • 2000s

  • The relationship between Piping Hot and Target Australia grows
  • Piping Hot executives Mark Johannsen and Danielle Lowe make the decision to expand the brand into global markets via a licensing model, and subsequently becomes a member of the Licensing Industry Merchandisers' Association (LIMA)
  • Piping Hot is sold to Saban Brands in 2015

    • References

    Piping Hot (surfwear) Wikipedia
    (Text) CC BY-SA


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