Xcel started in the surfing market with the goal of keeping the image of a core company focused on wetsuit development. Staying on the cutting edge of material and design development, with roots in Hawaii and a warehouse/repair facility in California, Xcel has been able to develop a wide range of wetsuits from tropical to cold water designs. Xcel's emphasis on stretch, durability, fit and sealed seam construction is carried through on its men's, women's, and kids' wetsuits.
The brand was first established in July 1982 by Ed D'Ascoli with a $1,000 investment and a bank loan of $5,000. His experience included manufacturing and exporting surfboards to Japan from Hawaii, and helping create Japan's Victory Wetsuits as an international brand from 1979 to 1981.
Ed began Xcel in a bedroom of his house at Sunset Beach on Oahu, Hawaii. Initially concentrating on surf and canoe paddling markets, by the end of 1982 Xcel began making diving wetsuits for commercial divers and the U.S. military, as well as developing Lycra sun protection apparel. These early ventures round out the product lines that are the main focus of Xcel today.
Xcel's growth and success of the brand during the 1980s made it necessary to relocate to a larger location. In 1990, Xcel moved into its present location in Haleiwa along Oahu's North Shore, a 13,615 square foot building owned by Ed. In 1995, to better service retailers on the mainland, Xcel opened a warehouse in Huntington Beach, California. Xcel eventually opened retail stores on the island of Oahu.
Xcel's diving wetsuit experiences are with military, commercial, and recreational divers in both cold and warm water markets. The brand entered the recreational dive market on the U.S. mainland in early 1995. By combining features from surfing and military and recreational diving wetsuits, Xcel entered the dive market with styles that are on the leading edge.
OPERATIONS
HAWAII
Focuses on manufacturing Lycra and wetsuits (warm water items) and miscellaneous wetsuits for the Hawaii market. General administration, design, R & D, marketing and promotions are maintained in the Haleiwa facility. There are currently two retail locations on Oahu, with the original store housed in Haleiwa, and an additional location in Honolulu.
CALIFORNIA WAREHOUSE
Xcel operates a warehouse in Huntington Beach, California for distribution throughout the mainland U.S. Wetsuits are shipped directly from foreign manufacturing locations and Xcel's Hawaii factory to the warehouse. The California warehouse entails receiving, quality control inspecting, shipping, repairs, and testing of new wetsuits.
INTERNATIONAL
Xcel administers international distributors and licensee agreements from Hawaii. Xcel currently has licensees and distributors in Australia/New Zealand, Europe (dive and surf), Japan, Canada, Brazil, Chile, Tahiti, and other Pacific Rim countries. |
