Hurley opens surf basics store in Waikiki

Hurley has opened a new surf essentials store on Oahu in the newly revitalized International Marketplace in Waikiki, in partnership with HIC. This is the brand's second Hawaiian store, joining an existing Maui location.

Hurley storefront - International Marketplace

The new Hurley store will carry an assortment of surf basics including board shorts, swim suits, walk shorts, tees and hats. It is an 800 square-foot-store that is in Waikiki's International Marketplace, which serves both locals and tourists.

Hurley has long wanted to add a Waikiki shop to its store locations. The destination sees eight million tourists a year, but rents are extremely high. To answer that challenge Hurley partnered with HIC to split the financial burden and increase its brand exposure.

Hurley Hawaii GM Seth McKinney said of the decision, “We thought it was better to be on the 50 yard line but up in the bleachers rather than on the floor not at the 50 yard line."

The bleachers location, which McKinney likened the shop to, places the store towards the back of the shopping center but in proximity to parking, restrooms, escalators and a meeting and seating location.

The International Marketplace is being revitalized into a shopping destination similar to the mall renovations occurring in mainland retail. The mall attracts a lot of footfall, in part due to the restaurants and easy parking options. It hosts 80 shops including 3.1 Phillip Lim, Burberry, Intermix, Christian Louboutin and Rolex. Other athletic and action retailers include Asics and Billabong.

The Waikiki store joins Hurley's other Hawaii store, which is located on Front Street in Lahaina on Maui. Front Street is a shop-based retail and dining destination in Maui, not a mall format like the International Marketplace.

The new Hurley store is now open.

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