Company Profile: Reef

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Who is REEF?

REEF is the global footwear and apparel brand that inspires people to feel comfort and freedom from their first step. United by the spirit of the beach since 1984, REEF designs innovative and comfort-driven products to celebrate the freedom and fun of the beach lifestyle.

REEF was founded by two brothers from Argentina, Fernando and Santiago Aguerre, who wanted to share their love of surf, travel and beach culture with the world. Fast forward to 37 years later, the Southern California-based footwear and apparel brand takes pride in encouraging people around the world to embrace that same spirit.

REEF’s Purpose, Mission and Values

The brand’s ethos is best defined by REEF’s three main pillars – Product, Beach Culture and Impact. It’s through these lenses that REEF practices what it preaches. REEF puts product at the forefront of the brand with innovation, comfort and happiness in mind.

All of the brand’s products are created to make you feel relaxed and free in any environment, and their sandals are designed to give you the same sense of freedom you feel walking barefoot through the sand. If the brand is the gateway to feeling free, the product is the vehicle.

The brand is steeped in the beach culture that it was founded on more than three decades ago, and through this sentiment, REEF strives to take care of the beach that it loves so much, while also making it accessible to all. Which leads to the brand’s main mission – its impact. Nowhere is that more clear than in REEF’s commitment to the environment.

Protecting our environment has been a core value of the REEF brand since we started in 1984. Our efforts extend through the eco materials used on our products, to our investment and support of critical organizations fighting for our planet. As the co-founder of the Better Beach Alliance with Surfrider, over the last 4 years we’ve removed over 850,000 lbs of trash from beaches across the U.S and Europe. We’ve also installed a water testing lab at our Carlsbad headquarters to support the Bluewater Task Force and our local community in making sure our beaches are safe for recreation.

Mike Jensen, President of REEF

The brand partners with multiple causes that align with its pledge to make an impact. They founded the Better Beach Alliance with the Surfrider Foundation, which is dedicated to plastic pollution initiatives through beach clean-ups and environmental legislation. They also work with Urban Surf 4 Kids to bring foster and at-risk children to the coast to experience the positive benefits and healing properties of the ocean and beach.

Protecting our environment has been a core value of the REEF brand since we started in 1984. Our efforts extend through the eco materials used on our products, to our investment and support of critical organizations fighting for our planet. As the co-founder of the Better Beach Alliance with Surfrider, over the last 4 years we’ve removed over 850,000 lbs of trash from beaches across the U.S and Europe. We’ve also installed a water testing lab at our Carlsbad headquarters to support the Bluewater Task Force and our local community in making sure our beaches are safe for recreation.

Mike Jensen, President of REEF

History of REEF

When was Reef founded?

Reef was founded in 1984.

Where was it founded?

Reef was founded in La Jolla, California.

Who were the founders?

Fernando & Santiago Aguerre were the founders.

Important milestones in the company’s history

Inspired by the beautiful women of the beaches in South America, the brothers saw an opportunity to introduce the surf market to an exotic element that they called Miss Reef, who has become a global icon of the surfing community. Since then, the vibrant culture, imagery, and beautiful Reef girls of Latin America have been a part of Reef’s DNA. Important milestones in the company’s history (acquisitions, mergers, bankruptcies etc).

Any other important people who contributed to success?


The Company Today

Who is the CEO?

The CEO is Gregg Ribatt of The Rockport Company.

How many staff do they have?

Estimated number of employees is 201-500.

How much revenue do they earn?

Revenue is estimated at $40 million.

Where are they located?

Reef headquarters is at 5935 Darwin Ct, Carlsbad, California, 92008, United States.

Do they have a foundation / non-for-profit arm?

In 2018, the Better Beach Alliance was established by the Surfrider Foundation and REEF to expand the impact of Surfrider’s beach cleanup program and amplify the amount of trash removed, volunteers engaged and events hosted.

Which products do they specialize in?

Reef specializes in sandals, shoes and apparel.

Any mainstream news articles referencing the brand?

Any interesting quotes from executives or ambassadors?

When I surf I keep things natural and graceful and never try to force anything.

CoCo Ho, Reef Ambassador

When I was a kid I’d always see that iconic REEF logo on my uncle Derek’s surfboard, so every time I’d draw the logo in art class at sunset elementary school. Now to have Reef on my surfboard and be part of such a solid team/company makes me feel really special!

Mason Ho, Reef Ambassador

REEF Ambassadors

A full list of REEF’s ambassadors can be found here – https://www.reef.com/reef-ambassadors.html. The list include world-famous athletes like Mick Fanning, Rob Machado, Coco Ho and more.

In addition to the brand’s slate of beach and surf ambassadors, REEF has recently launched a new and innovative content creator program that gives their top fans and advocates the ability to create and direct their brand content. Known as the Advocates of Capture program, REEF has developed its first global photography, videography and creative advocate network. The new program opens the door for multi-category content generation to a diverse group of individuals, who will automatically become an extension of the brand and support all channels of marketing with content coming from their own lens.

Jackson DorianInstagram
Griffin ColapintoFacebook
Instagram
Twitter
Coco HoFacebook
Instagram
Twitter
Blair ConklinFacebook
Instagram
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Alexa StrangeFacebook
Instagram
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Mason HoFacebook
Instagram
Victoria VergaraFacebook
Instagram
Twitter
Mick FanningFacebook
Instagram
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Rob MachadoFacebook
Instagram
Twitter
Evan GeiselmanFacebook
Instagram
Twitter
Brinkley DaviesInstagram
Twitter
Taylor KnoxFacebook
Instagram
Twitter
Mikala JonesInstagram
Shawn DollarFacebook
Instagram
Twitter

Sustainability at REEF

REEF believes there is a connection between our well-being and our beaches, and planet as a whole. They are the founding partner of the REEF x Surfrider Foundation Better Beach Alliance, which is dedicated to plastic pollution initiatives through beach clean ups and environmental legislation. Their latest collaboration with the Surfrider Foundation is the Blue Water Task Force – a water quality tasting lab right located within REEF’s headquarters to protect clean water and healthy beaches. Not only does REEF partner with organizations to help further their love for the environment, but they are also on a mission to innovate in their product offerings. Many of REEF’s sandals are made with Eco-One, which is an organic additive that enhances the biodegradation process through a series of chemical and biological processes when disposed of in a biologically active landfill. REEF also uses other eco-friendly resources like 100 percent recycled PET derived from post-consumer plastic bottles, renewable sugarcane, ethically sourced leather and recycled paper.


Showcase products

REEF has a lot of exciting launches for men and women this spring and summer. Listed below are new launches already available for purchase:

  • REEF X MLB $35- $70
    • REEF’s newest collaboration is a partnership with MLB, launching both men’s and women’s Styles.
    • The men’s style is the Fanning, which features the iconic built-in bottle opener, an airbag under the heel for sustained support and comfort, as well as a wider strap for a great look and incredible fit.
    • The women’s style is the sleek Bliss Flip Flop that’s stylish, simple and comfortable. It features a soft foam footbed for cushion, as well as slim, smooth straps.
  • Cushion Scout $45
    • The Cushion Scout is an understated slide that pairs a soft and supportive cushion footbed, with an incredibly soft vegan leather strap and a light rubber outsole.
    • It feels like you’re stepping onto the softest sand thanks to REEF’s high rebound footbed, working to make sure you can enjoy your full day. 
  • Seadaze $35
    • This sandal is outfitted with tubular soft synthetic straps and a foam padding inside for a comfortable walking experience.
    • The soft EVA footbed and lightweight rubber sponge outsole provide superior comfort underfoot.
  • Cushion Vista High $55
    • This two-strap platform slide adds height and style.
    • It’s outfitted with anatomical arch support to keep you comfortable through every adventure. Treat your feet to instant comfort with REEF’s softest footwear ever.
  • Mulligan Slide $45
    • The Mulligan has a faux grass footbed, golf ball heel pad, built-in tee and non-injection molded durable foam outsole – it’s a hole in one.
    • It’s perfect for the locker room or grabbing some drinks after your round.
  • Drift Classic $65
    • This leather sandal has a classic look with unrivaled comfort. They’re instantly comfortable and have no “break-in” period.
    • It is made with a renewable sugarcane midsole and leather sourced from a Gold and Silver Leather Working Group rated tannery.
  • Cushion Lux $65
    • The Cushion Lux men’s sandal brings a touch of luxury to the beach, REEF style.
    • Outfitted with a supple full-grain leather strap, hand sewn heel detailing, a cozy padded jersey liner and a signature cushion with rebound footbed that makes every step feel light. 

For more information visit Reef website.