SYDNEY: Surfection has announced the rollout of two new concept stores, following its acquisition by surfwear giant Billabong.
The takeover, confirmed late last month, gives Billabong 100 per cent control of the Surfection business, originally founded by the general manager of Board Sports Retail Group Chris Athas. The company was previously operated under a joint venture between the Billabong Group and interests “associated with Athas”.
As reported on www.ragtrader.com.au, Athas will remain the manager of the Surfection business as part of a broader role that includes the management of the Billabong Group’s Surf Dive ‘n’ Ski and Jetty Surf retail banners in Australia.
Going forward, Athas will also oversee the launch of the Co-Op Surfection stable, which operates under the Surfection umbrella, but is the first concept of its kind. The idea, described by the company as “fashion meets surf” brings urban and surf brands under one roof.
The first stand-alone Co-Op Surfection store, which opened in September, is currently being trialled at The Corso, Manly, but Athas has already confirmed plans to launch a second outlet at Melbourne Central this month.
“The Co-Op is under the ‘Surfection’ umbrella, which currently has four retail locations in NSW. The Co-Op, however, is the first stand-alone concept of its type. We are also currently in the development stages of our soon to open Co-Op Melbourne Central site, which is set to open early October,” he said.
Athas said the stores aim to deliver a “fresh retail environment [and] flip the current consumers’ perception of the surf market, regain its authenticity and its roots to the true lifestyle and culture within a modern, urban society”.
Co-Op Surfection stock includes men’s and ladies apparel, accessories and footwear, featuring brands such as RVCA, Wrangler, Insight, Lee, One Teaspoon, Tallow, The Cassette Society, Stussy, Ksubi, Neuw, Dr Denim, Naked Ape, Thrills, Mink Pink, Friends of Couture, TCSS, Urge, Casio, Nixon, Raen, Sabre, Flint, Comune, Kroam, Found, Analog, Design Against Culture, Herschel, Brixton, Speakr box, amd Story Of.
Athas also confirmed that the company is currently in talks to boost its product offering via design collaborations and expanded categories.
“Collaborations and special collections are definitely something we are keen to develop and we have been talking with a few selective brands,” he said.
“Through the resource of our GSM product facility, we also aim to develop some further niche brands that capture the simple design elements of the quick to market surf and urban fashion styles.”
Daniela Aroche