Rip Curl ‘absolutely stoked’ to launch brand in Merimbula

After a terrible year for retailers, an international surfing brand will open only its second south coast store in a town renowned for its popular break.

Surfing giant Rip Curl is looking to dip its toes into the waters of the south coast, with the opening of a new store in a popular surf town without a surf shop.

Rip Curl’s marketing manager for Australia and New Zealand, Angus Forrest, said the team was “absolutely stoked” to opening a store in Merimbula, just metres from the water.

“It’s just a core surf community, and this is a great opportunity to become part of that community,” Mr Forrest said.

It will be the company’s first branded store south of Ulladulla and just its second on the south coast.

The town’s break has been listed as a favourite of south coast surfing legend and 2013 Rip Curl Pro Portugal winner Kai Otton, and despite being a surfing hotspot, has seen surf shops disappear since the start of the Covid pandemic.

Tathra surfing legend Kai Otton after his Portugal win.

The iconic Merimbula Surf Shop, run by local Simon Emms since 1981, closed recently, meaning the giant surf brand is looking to cash in on the local and tourist trade.

“It’s so enjoyable when you can say, ‘I remember your father when he was a small boy like you’,” he said.

Mr Forrest, who lives in the company’s hometown of Torquay in Victoria, said it was sad to see “core stores shut up” shop in small surfing towns.

“Hopefully we can make sure the surf community there thrives,” he said.

Rip Curl will soon be opening a store in Merimbula ahead of the upcoming summer.

“We’re excited to be opening in a great little position in town below the McDonald’s and across from the gelato shop, and from everything I’ve seen it looks fantastic.

“We are always looking for new opportunities that link us back to being the top surfing brand.”

Mr Forrest said the company would host a grand opening of the Merimbula shopfront next month in conjunction with community groups including Sapphire Coast Boardriders.

“We really like to give back to the community,” Mr Forrest said.

It’s been a difficult year for the company with retail closures across the country due to Covid-19, and Mr Forrest is hoping the upcoming summer will see sales go through the roof.

“Hopefully we’ll get a bit of action over the summer,” he said.

“It’s been a tough 12 months for all retail, but that hasn’t stopped us looking for new stores.”