Keeping the sand in sandal: VF's $188 million deal for reef reveals authenticity still sells.
San Diego Business Journal › May 30, 2005
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Keeping the sand in sandal: VF's $188 million deal for reef reveals authenticity still sells.
VF Corp., the $6 billion holding company behind Wrangler and Lee jeans, Vanity Fair lingerie, and a number of other apparel brands, was so smitten by the potential of San Diego's Reef brand that it paid $188 million cash for the surf-inspired company this spring.
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