Grab Your Atlas

What Lies Ahead?

With the World Style deal in Japan already a year old, Mindless Reaction is now in negotiations with distributors in Europe, Canada and Australia. Though Mallos and his four co-owners prefer not to divulge sales numbers for their privately held company, they reveal the company is a multimillion dollar venture and that the coming year will be a busy one both domestically and internationally. In October 2000, Mindless Reaction moved into a 5,000-square-foot warehouse to help prepare for the expansion of its line to inlcude a women's sector. "That's just a natural growth progression," Senteno says. "We're not looking to be a mom and pop surf company," Mallos concludes. "I think for anybody in business, their mindset has to be growth. If it's not, then what are you doing?"

If the five young owners continue to show the business sense and patience they've used to bring Mindless Reaction so far in only two years, this small but rapidly growing company may be the one to watch as its brand continues to take more rack space away from the top household names in the industry in stores throughout America and overseas.

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This article was originally published in the March 2001 print edition of Entrepreneur with the headline: Grab Your Atlas.

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