- REEF is a footwear company known for its innovative sandals, particularly the Fanning franchise, which features a built-in bottle opener and has become a category icon since its launch in 2005.
- In April 2026, REEF announced the expansion of its Fanning franchise with four new styles, celebrating 21 years of the product's success and performance-driven comfort.
- The Fanning sandals were developed in partnership with three-time world champion surfer Mick Fanning, highlighting the brand's connection to the surfing community and lifestyle.
- REEF's ideal buyer includes outdoor enthusiasts and beachgoers looking for functional and fun footwear that enhances their leisure experiences, making it a compelling choice for retailers in the active lifestyle segment.
Marketing & Product is Reef’s largest department at 46 employees, accounting for roughly one-third of total headcount and reflecting the brand’s emphasis on design and consumer engagement. Sales & Support follows with 33 employees, ensuring retail partners and end customers are well served. Business Management and Finance & Administration together contribute 32 employees who oversee strategic planning and fiscal discipline. Operations and Engineering total 19 employees, driving supply-chain efficiency and technical initiatives, while smaller groups in IT, HR, Consulting, and Other functions round out the organization with a combined 6 employees. The distribution suggests a company that prioritizes go-to-market execution while sustaining core operational capabilities.
Reef’s workforce is concentrated in California, with about 49 employees in San Diego and 9 in Los Angeles, alongside smaller teams in Orange County and several other cities in the state. Outside California, Boston hosts 15 employees, and additional satellite staff are located in New York, Austin, Appleton, Virginia Beach, and Haleiwa. An “Other” category represents 55 employees who are either remote or based in dispersed retail and operational sites. This mix of hub offices and decentralized roles supports both corporate functions and the brand’s nationwide retail presence.
