Fashion executive Roberto Moore has taken on the role of general manager of SurfStitch as the brand unveils a new vision following its recent collapse.
Moore is the former CEO of Alice McCall and has held senior roles at The Iconic, David Jones, Retail Apparel Group and Harrods in the United Kingdom.
The new vision for SurfStitch includes a focus on local, independent and emerging brands, with Moore adding he and the team will not be chasing volume or discounts.
“We’re focused on building a sustainable, long-term business that reflects what matters to our customers and their way of life,” Moore said. “This is more than a tech or merchandising shift – it’s a fundamental re-wiring of the business model and brand positioning.
“For the brands joining our journey, the prize is a place where they can protect their equity, tell their story and connect with generations of coastal lifestyle customers on their own terms.”
The shake-up for SurfStitch comes after the brand was placed into voluntary administration by its former owner, Alquemie Group – the company currently behind General Pants and the rollout of Lego stores in Australia. This came after Nike Australia took the surfing retailer to court over unpaid debts, a matter that has since been resolved.
After its collapse, the brand’s assets were snapped up by Best Markets, a company that also manages Mon Purse and Ginger & Smart alongside hospitality and lifestyle publications.
According to the new owners, its launch collection spans women’s, men’s and children’s apparel, covering a curated collection of 30 partner brands across surf, swim, active and outdoors. The online retailer added it is working on an extensive pipeline of brands for 2026.
“We want SurfStitch to be commercially viable but also a cool place to shop,” Moore said. “In practice that means curating a thoughtful selection of brands and offering the visibility not available on mass, discount-driven platforms – whilst also lifting the bar on design, discovery and the overall customer journey.”
SurfStitch has also created a new brand identity and aesthetic, which includes a revised e-commerce platform with new technology partners to drive the shopping experience.