Element eliminated some jobs this week as the changes at the Billabong Group continue.
We asked Founder Johnny Schillereff some questions about the cuts, and about what is next for the brand.
We understand there were layoffs this week. How many positions were impacted and what type of positions?
Johnny Schillereff: There were a total of seven positions eliminated at Element USA in departments ranging from operations to creative.
What does this mean for the brand going forward?
Johnny: It means we've recalibrated the brand for more realistic success and expectations in this current economic climate.
Unfortunately these are part of some the hard decisions we probably should have made in the past, and in return, it would have been far less painful today.
But at that time, Element was positioned be to one of the major growth vehicles for the Billabong organization. Many of those expectations were unrealistic, not inline with the brand DNA, and put our core values and vision at risk. Ultimately, sacrifices were made for short-term gain, and it caught up to us, and I believe the brand was compromised.
The good news is we have a stronger internal, and external voice, and strategy. In my opinion, the Billabong brands are now being recognized, and addressed internally more individually, yet integrated more internally in the right areas.
I strongly believe the Billabong brands are iconic, and currently being poised for greatness, with a greater sense of independence, and patience for long-term health, and a more organic growth strategy.
Any concerns about morale with the cuts and uncertainty?
Johnny: It's always a concern. With these types of changes, there will always be some pain - it is never easy saying goodbye to Element family.
But I'd like to think we go about these types of scenarios in the most positive, professional, and sincere manner possible. We have a good track record of maintaining positive relationships with Element alumni, and in many cases, we bring them back when circumstances change, or improve. The individuals impacted were gracious, and handled it with integrity, and style.
What is next for Element?
Johnny: Clearly I'm irritated by how the organization got to this point. So first, we need to humble ourselves, be better listeners, and take full accountability for the actions that got us here, and most importantly, learn and grow from this incredible journey.
I'm a positive person, and personally I'm more invigorated, and inspired about Element's future than ever before. We have hit the restart button, and are returning to our roots. I've been calling this process the Element Genesis.
I'm probably most excited about officially getting my personal creative space and skatepark with the blessing of Billabong, and more specifically CEO Launa Inman, and Americas President Colin Haggerty. They have a very strong belief in Element, my long-term vision, and myself. I'm very thankful for that.
We are going to create a great sense of community, where innovation, new partnerships, and collaborations, can flourish.
I always like to use this platform to sincerely thank everyone for their unwavering dedication, love, and support for Element.
Lastly, I'm confident the Billabong organization will be the Phoenix from the flame, and rise above these current circumstances. Passion always wins.
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