Online surfwear retailer Surfstitch is reaping the benefits of equity backing from category leader Billabong, with plans to launch a sister website and further extend its brand portfolio. Ragtrader can reveal that plans are underway to launch a sister “fashion orientated” portal, stocking casual apparel and a diverse range of designer brands. The concept has been described as a fusion of fast fashion site asos.com and the e-commerce platform of Australian stalwart General Pants. Surfstitch, which hit the 200-brand milestone last month through the addition of Lee denim, has signed another 11 brands to date including Zimmermann, Toi et Moi, Vanguard, Vampirate, Mel and On a Mission. The e-tailer is also looking to launch a mobile site within the next two months in response to rising customer traffic from mobile devices and dedicated marketing research results. In addition, the company is currently refreshing the main site to improve user experience, and will soon incorporate a new shopping cart feature to streamline the online buying process via a “one-page” checkout application. SurfStitch.com has maintained its status as one of the top 10 most-trafficked Australian retail sites for nearly three years, according to traffic monitoring site Experian Hitwise. The company has achieved nearly 30 million site visits from over 200 countries with over 250 million page views since its inception. The e-tailer is looking to reach the 300 brand mark by 2012 and said it expects to soon exceed over $30 million in revenue. Billabong International acquired an equity interest in Surfstitch in 2009, with options to acquire 100 per cent of the business.
