Our Brands

SurfStitch Group has evolved from a pure-play online action sports retailer to become a destination media and retail site for customers to connect with everything action sports. Together, SurfStitch’s Group’s websites serve a unique customer audience of over 6 million, representing a digital ecosystem capable of capturing and influencing all points of the surf and action sports lifestyle cycle. Our brands, separate and unique in their stories, heritage and brand values are unified in SurfStitch Group's global commitment to world class customer service and while curating for a global platform where action sports enthusiasts can engage and connect with brands, athletes and each other in one destination.


Through our global media network and retail platforms, action sports enthusiasts can engage and connect with brands, athletes and each other. SurfStitch Group’s global retail business is now home to over 50,000 styles from over 600 of the world’s brands. The Group’s media business consists of Magicseaweed, Stab and SurfStitch.com’s curated content site ‘The Lens’. SurfStitch Group has grown to now have operations in Australia, UK, North America, France and Japan, employing 500 people globally.


SurfStitch began in 2008 when two surfing friends identified a gap in the market with the Australian surf retail market. Now, with over 20 years industry experience, a passion for customer service and one of the strongest product knowledge backgrounds in the industry, Lex Pedersen and Justin Cameron have brought to life a unique global actions sports and apparel retail experience. From the very first order, the duo has been the driving force behind SurfStitch, providing shoppers from around the world with a high quality and unique experience.


North America - The Swell Life

Swell has been established since 1999 and is located in Irvine, Southern California. Since Swell's launch the business has always strived to be more than another surf clothing and hardware retailer and has a global reputation for the Swell vertical clothing brand and for carefully curated brands across key surf and apparel categories. Swell joined the SurfStitch group in 2014 and provides the group with a powerful footprint in North America, Canada and beyond.


Europe - The Lifestyle Store

Surfdome was launched in 2006 by founder and now SurfStitch group board member Justin Stone. Headquartered in London Surfdome.com has become the definitive online lifestyle destination in Europe holding over 900 of the world's leading Lifestyle, Fashion, Outdoor and Sports brands. Surfdome joined the SurfStitch group in 2014.


Headquartered in London, Magicseaweed is the world’s largest user generated surf content network, providing forecasting and live reporting of over 4,000 beaches across the globe. Magicseaweed was founded in 2002 and has become the world’s leading online surf forecasting platform, used by surfers and water sports enthusiasts in over 200 countries. Magicseaweed serves the key markets of North America, Europe and Australia, attracting over 2 million unique monthly users to its site, and over 1 million app downloads.

Our Strategic Brands