Hurley opens new concept shop in Huntington Beach

By

Cassidy Mantor

Published
Nov 15, 2017

Hurley has opened a 4,000 square foot concept shop in Huntington Beach designed to deliver a community-oriented brand experience to customers looking to watch surf footage, demo boards and socialize.

The opening experiences include the opportunity to demo a fleet of Hurley athlete Rob Machado's firewire boards and experience a media center with two iMacs with editing software for customers' editing needs.

Hurley Creative Director Ryan Hurley said, "We can combine a brand experience, service and customization in one place while connecting with the community."

Ryan Hurley continued explaining that the store "is a destination for the surf team," referring to the Hurley-sponsored Huntington Beach High School Surf Team. He said the store is not about "walkshort power walls," meaning it is meant to be more about a creative brand experience rather than traditional surf shop capacity style merchandising.

Hurley will carefully curate the product merchandised for sale in the space. Instead of stacks of tees and walls of boardshorts typical of competitors Jack's and HSS, customers visiting the store will be exposed to select product stories with lots of open air space and art on display.

Guests can customize wetsuits with colors and graphics and receive them in six weeks and can also enjoy free wi-fi. There is a printing press for local students to use for their projects.

Hurley's goal with the new store is to build a community and create a space in which consumers can experience the brand in new ways. Twice a month Hurley will offer DIY surfing related programming in the space. Hurley will also use the store as an event space to host brand parties such as the fashion shows it produces during its sales meetings.

The new Hurley store is located at the Pacific City shopping center on the Pacific Coast Highway in Huntington Beach. The grand opening is November 16th.