Hurley has opened a 4,000-square-foot store overlooking the ocean in the heart of Huntington Beach.
The store is at the open-air Pacific City shopping center on Pacific Coast Highway.
Rather than a traditional, commerce-focused retail store, Hurley considers it more of a space to connect with the community and showcase the brand, said Hurley Creative Director Ryan Hurley.
The store is not about “walkshort power walls,” he said.
Instead, it offers a place for the Hurley-sponsored Huntington Beach High School Surf Team to hang out and for people to learn more about the Hurley brand.
There are couches and Wi-Fi, and a large television to watch video replays on.
“We want this to be a destination for the surf team,” Ryan said.
Hurley and Surfer will offer events and programming in the space twice a month. Hurley will also use the store for parties, such as the fashion show it held this week during Hurley’s Fall ’18 sales meeting.
There are also surfboards that can be demoed, and a wetsuit customization area. A printing press space will be open to local students.
“We can combine a brand experience, service and customization in one place while connecting with the community,” Ryan said.
As far as product, the assortment is edited down to only key stories. The space is open and airy and filled with art, and definitely not crammed with product.
That’s why Hurley believes the store will help other nearby partners like HSS and Jack’s by showcasing the brand, rather than turn into additional competition.
See photos of the store above in our slide show.