Surfdome strikes deal with Magicseaweed in post-Surfstitch world

By

Sandra Halliday

Published
Oct 13, 2017

The rather complicated unravelling of the struggling Surfstitch empire continues with news that UK-based Surfdome, which it has just sold at a knockdown price, will become the exclusive global e-commerce provider for another UK-headquartered former member of the Surfstitch family, Magicseaweed.

The latter is a surf forecast and content network that was acquired by Surfstitch in 2015 and that was on the sale block before its owner entered voluntary administration recently. It was acquired by Surfline earlier this month.

"Magicseaweed has always provided an efficient way for its users to investigate and purchase surf accessories and products," said Jeff Berg, CEO and Chairman of Surfline. "This agreement with Surfdome will enable [it] to continue to meet our users' needs in a way that is both relevant to surfers, and under terms that align our interests."

The company said the store customer experience will benefit from Surfdome's “efficient fulfilment capabilities and excellent customer care, and [its] significant infrastructure will enable the Magicseaweed store to reach customers in new geographies as well as better support existing European customers.”

Surfdome founder and Director Justin Stone said the deal means “each party can focus on its core capabilities, whilst benefiting from each other's strengths. Our suppliers have been very supportive of this partnership and customers will ultimately benefit from the range of products and service levels Surfdome is able to deliver."

The Magicseaweed store will remain focused on selling core surf hardware like surfboards, fins, leashes, wetsuits and board bags, and carry core brands and exclusive product lines.