Our Story

The SurfStitch group story is one of authenticity, entrepreneurship and desire to deliver the best experience for customers across the globe.

Global destination for the action sports and youth demographic

The SurfStitch Group is an industry leading actions sports and youth culture apparel content network and online retailer. There is an increasing need to find new and relevant ways of attracting and engaging with potential customers while remaining relevant and authentic. By leveraging content from Stab, Magicseaweed and Garage Entertainment & Productions to attract and retain a rapidly evolving and increasingly sophisticated customer base, SurfStitch Group aims to significantly enhance customer engagement levels throughout its family of ecommerce platforms, vertical hard goods brands and transform from an online destination retailer to the dominant and undisputed global media leader in action sports and youth lifestyle.

Internationally Recognised

SurfStitch has grown to now have operations in Australia, UK, North America, France and Japan, employing over 450 people globally. Most importantly the key strength of its platform and customer service continued to be recognised year after year as well as best Pure-Play Online Retailer of the year in 2011, 2012 and 2014 at the renowned ORIA's.

2007

2007

The SurfStitch Australia business was launched out of a garage on Sydney's Northern Beaches by founders Justin Cameron and Lex Pedersen.

February 2011

February 2011

SurfStitch relocated from Sydney's Northern Beaches to Burleigh Heads on the Gold Coast in Queensland, Australia providing the business with an office and warehouse facilities sized appropriately to support its growth ambitions.

July 2011

July 2011

SurfStitch was awarded the Best Pure-Play Online Retailer at the Online Retail Industry Awards night (ORIA), along with the Best Use of Technology award cementing SurfStitch as a leader within the field of e-commerce.

July 2012

July 2012

SurfStitch was awarded the ORIA for Online Retailer of the Year, together with Best Pure-Play Online Retailer and Best Site Optimization and Design demonstrating how the business continually evolves to provide all customers with the best end to end experience.

Following a review of a range of international markets SurfStitch Europe was established with a dedicated headquarters in France, including an 8,000sqm purpose built distribution center. SurfStitch Europe offers customers the options of multi-language and multi-currency and a friendly multi lingual customer service department

February 2013

February 2013

SurfStitch continued its focus on delivering an unrivalled and unique surf and fashion experience by announcing it had reached 400 brands available on the website, providing customers with exclusive and unique products from the most relevant youth orientated brands.

July 2014

July 2014

SurfStitch announced that it had reached the milestone of offering 600 of the world's leading surf, street and fashion brands and was again recognized as one of Australia's leading online retailers by the Online Retail Industry, and was jointly awarded the online retailer of the year award.

August 2014

August 2014

Justin Cameron and Lex Pedersen incorporated SurfStitch Holdings, which raised $65 million from a group of Australian and offshore institutional and sophisticated investors. This capital allowed SurfStitch Holdings to acquire back Billabong's Group's shareholding, while also allowing the business to acquire 100% of the USA-based e-Commerce Action Sports business, SWELL.com

November 2014

November 2014

SurfStitch Holdings entered into binding sale of one of Europe's leading pure play online action sports retailers Surfdome.com. This resulted in a truly strategic position for SurfStitch group, now the world's largest online action sports and apparel retail group.

16 December 2014

16 December 2014

On 16 December 2014, the SurfStitch Group Limited was admitted to the Official List of Australian Securities Exchange Limited (“ASX”). SurfStitch Group’s ordinary shares trade under the ticker SRF.

25 February 2015

25 February 2015

On 25th February SurfStitch Group formally announced 1st Half FY15 Earnings. SurfStitch Group reaffirmed its full-year prospectus forecasts after record pre-Christmas trading and recent acquisitions fuelled a 23 per cent surge in December-half sales and boosted gross margins by 236 points to 46.9 per cent.

April 2015

April 2015

SurfStitch Group Announces Early Completion of its European Integration Plan. As a result of the Company’s actions, the SurfStitch Group will no longer have a physical warehouse or office operations in France. The consolidation of the European region is expected to improve the position of the family of SurfStitch Group brands through long-term sustainable profitable growth in Europe.

13 May 2015

13 May 2015

SurfStitch Group agreed to acquire Magicseaweed and Stab Magazine. The Acquisitions accelerate the delivery of SurfStitch’s strategy to become the global destination for action sports and youth lifestyle content and online retail. Magicseaweed, Stab Magazine and SurfStitch, together, will represent a digital ecosystem capable of capturing and influencing customers at all points of the surf and action sports lifestyle cycle.

Magicseaweed and Stab Magazine are both global leaders in their respective online platforms. Magicseaweed is the world’s leading online surf forecaster and user generated surf content network and Stab Magazine is the world’s leading online surf publishing and content provider. Together, they attract over 2.75 million unique monthly visitors to their websites.

27 August 2015

27 August 2015

On 27 August 2015, the SurfStitch Group released its full year FY15 results. In the Company’s first full year result period since completing its initial public offering on 16 December 2014, the Company reported $199.4m in pro forma sales (+29% over FY14) and $7.7m in EBITDA (+51% over prospectus pro forma EBITDA).

10 November 2015

10 November 2015

The SurfStitch Group held its Annual General Meeting for Shareholders on 10 November 2015. SurfStitch Group shareholders are invited to listen to the recorded audio webcast of the Meeting.

12 November 2015

12 November 2015

SurfStitch Group signed definitive agreements to acquire Garage Entertainment and Production. Garage Entertainment and Production produces and digitally distributes premium action and extreme sports long form films and TV content. It has the largest library of actions sports online with over 3,000 titles. These Acquisitions consolidate the SurfStitch Group’s digital ecosystem.

November 2015

November 2015

SurfStitch Group entered into definitive agreements to acquire Surf Hardware International. SHI is a global designer, marketer and distributor of innovative and high performance water board sports accessories comprised of four distinct, highly recognised global brands: FCS, Gorilla, Hydro and Softech.

Our Uniqueness

The SurfStitch Group works closely with the world's leading brands to bring ourcustomers exclusive, unique styles and relevant, authentic, entertainment unavailable from any other retailer globally. Our teams are also working with exciting, emerging new brands to deliver to our customers the freshest assortment of curated styles, while our content harnesses the power of communities to provide an improved product offering and embrace the growth potential of the increasingly connected world.

What's Next?

The SurfStitch Group aim to continue on the mission to become the definitive global youth culture content network and online retail destination - we think our customers expect us to be more than just a retailer. We continue to invest in market leading, innovative technology to ensure we set the global standard in engaging the actions sports and youth demographic across all devices.