Body Glove Partners With Shiner For European Brand Re-Launch

Body Glove is a brand synonymous with water sports thanks to its vast history, helping to make people’s experience in and around the water more comfortable. Founded in 1953 by the Meistrell brothers, Body Glove have recently entered a new partnership with UK-based distributor Shiner who will now manage their European operation. We spoke with Body Glove Brand Manager, Emily Abbott to find out more about how they’re re-launching the brand in Europe.

Please give an overview on how and why the brand began?
Body Glove was founded in 1953 in Redondo Beach by twin brothers Bill and Bob Meistrell. Bill and Bob had always been fascinated with water. When they were just 14 years old, they fashioned their own diving helmet out of a vegetable can and a tyre pump. One of them sat underwater and read magazines on the bottom of the pool while the other held the air pump on the surface. They were later offered a partnership in a local dive shop, Dive N’ Surf, and then produced their first practical wetsuit which “fit like a glove” and Body Glove was born.

It is the history of innovation and the love of the ocean that challenges Body Glove to continually build products to fit every waterman and waterwoman’s needs, both above and below the water’s surface.

With the appointment of Shiner as the head distributor for Europe, how will distribution now be organized in the national markets?Shiner will make the most of its existing European structure of country managers in the UK, France, Spain, Portugal, Germany, The Netherlands, and the Nordic countries, as well as master agents in Italy, Croatia, Greece… We are working on appointing dedicated Body Glove agents to help us to grow the brand across Europe.

What is the brand’s USP?
Body Glove is a heritage watersports brand, born out of creativity and innovation, and rooted in the southern Californian beach culture. We have seen Body Glove in Europe over the years, most notably in Baywatch, but it has not been over-exposed. Shiner will be able to bring consistency and structure to the European business which means it is a great opportunity for retailers to get something fresh but with authentic history.

Body Glove promotes an active lifestyle with an inclusive attitude. We can all participate with Body Glove and its story be it through surf, swim, wakeboard, SUP, yoga, jogging, walks on the beach or a session at the gym.

What are the key Body Glove product categories and why?
All the categories are really strong and we’re excited to be taking them into Europe.  Swim and activewear are probably the largest categories and will be popular in all markets. Both categories make use of great fabrics, fits and colours which means we have an offering to suit everyone. In addition, our lines of men’s, women’s, and kids’ apparel, wetsuits, pfds (personal flotation devices), aquatics, iSUPS, body boards, soft top boards will be launching imminently and so the key category will change a lot depending on the country and location.

How will the brand now be marketing itself to consumers?
We will market to consumers through a mix of carefully developed initiatives across multiple markets. It is very important that we continue to drive brand awareness, centred around heritage and authenticity. We will be working with the brand owners to build our team of athletes and ambassadors, supporting events, driving PR across multiple channels, working with customers to build our in-store presence and doing all we can to make positive noise and buzz around the brand.

What are the strongest markets in Europe for Body Glove at the moment and where do you see the greatest potential for growth?
The iconic Body Glove logo is well-known throughout Europe. The initial success will be from UK, France, Spain, and Germany, but there are also great opportunities in the Nordics, the Netherlands, and Italy.

How will the brand be supporting retailers during the re-launch?
As a company, we pride ourselves on the strength of relationships we have with our customers. Ultimately, the vast majority of our brand promotion will focus on building relationships with the end consumer and driving them to purchase. We will be working hand in hand with our customers to help support the brand however we can – be it through supporting digital assets which they can use on their websites and social channels, or in-store POS material, or providing product for promotional giveaways or even running Body Glove branded events in store such as early morning yoga sessions.