Private equity firm Alceon Group says it has no intention of changing the culture of hip online surf and skate wear retailer SurfStitch​ if creditors approve a merger with EziBuy, which sells clothing and homewares to middle-aged women.

Alceon director Richard Facioni said under a deed of company arrangement proposal announced on Monday, SurfStitch and EziBuy would become part of the same ownership structure but would be run independently and maintain their cultural identities.