Online retailer Huckberry acquires Wellen

By

Cassidy Mantor

Published
Jul 6, 2018

San Francisco-based online menswear retailer Huckberry has acquired ten-year-old premium surf brand Wellen.

"We've always felt that [Wellen] shared our vision for making adventure approachable, so we're excited to bring the company under our wing," said Huckberry Co-Founder Richard Greiner in a statement.

"We can apply our creative departments and our operational strength to bring Wellen to the next level—all while staying true to [the Wellen brand]," he added.

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Wellen was founded as a clothing label that also made surfboards in 2007 by Matthew Jung, and has since grown into a beach lifestyle brand over the past decade.

"I always intended Wellen to be more than a surf brand," said Jung, going on to explain his view that "Huckberry is more than an online retailer — they're storytellers who bring brands to life," a fact he believes will help Wellen continue to grow.

Wellen's first collection under new ownership will debut in 2019 on Huckberry.

Huckberry was founded in 2011 as a lifestyle retailer for men. Its community of one million customers includes young and active professional men looking for insight into emerging apparel brands, gear and lifestyle inspiration. It employs 100 people in its SF headquarters as well as in a second office in Ohio.