With its European sales expected to decline by about 25 percent for the financial year ending this month, Rip Curl is streamlining its European operations in terms of staff, stores and product offerings. The Australian surf brand, which is performing well elsewhere, has decided to concentrate on its more technical strengths. Rip Curl is drastically reducing the number of SKUs in the fashion segment of its European collection. Its European line will end up with about 1,000 items including its very functional wetsuits and boardshorts, whose sales have remained rather stable, and its women’s swimwear, supporting them with the ongoing sponsorship of iconic male and female surfers. The number of retail clients in Europe will be limited to only about 2,000 accounts, privileging the core surf and snow shops in the sea and mountain resort areas. The European staff will be reduced from about 250 to 200 people. Ten single-brand stores will be sold off. Rip Curl is doing much better in the rest of the world, particularly in the U.S. and emerging markets. More in SGI Europe.