A wave-shaped roof and natural materials flag up the brands’ eco credentials to the surfer crowd
Boardsports brand Rip Curl’s store in the heart of the UK surfing community at Newquay in Cornwall aims to give its customers the full brand and surf experience.
Situated just 100 metres from Towan Beach, the 1,500sq ft shop, which opened last month, aims for maximum visual impact with its wave-shaped roof. A new 1,200sq ft brand showroom for the south-west region is above the store.
The brief for the store’s designers was to create a “soulful store that’s full of feeling”, where the brand and product are the stars of the shop. The in-store displays place natural materials such as wood and stone alongside large light boxes displaying surf images, but are versatile enough to adapt to new product ranges and key stories when new lines are introduced.
The Rip Curl shop design also focuses on presenting the heritage and bona fide surfing credentials of the brand, which is still run by its founders, Australian surfers Doug Warbrick and Brian Singer, who started the business 40 years ago. Action images of surfers and archive photos, props such as trophies and surfboards, as well as videos telling the story of the Rip Curl brand, are spread throughout the shop.
Rip Curl UK marketing manager James Hendy says: “The shape of the store’s roof reflects Rip Curl’s wave logo and the store’s iconic design makes it clearly stand out on the busy high street. The design and concept also work perfectly in this location, which is the country’s premier surfing area.”
He adds: “Our displays are really versatile so we can easily manipulate the space to illustrate our product stories to get consumers to buy into themes. That’s also the main reason why we have moved our showroom above the shop - to give buyers the full brand experience and to have in-store sales support and training to hand.”
Rip Curl’s store emphasises its eco credentials and much of the interior is made up of natural materials, but the brand also says it has the largest range of eco-friendly products in the boardsports industry, such as organic cotton and boardshorts made from recycled plastic bottles. It is also running Project Resurrection, which recycles old wetsuits and turns them into flip-flops and other bits of surfing equipment.
Hendy says: “Much of the point-of-sale, swing tags and marketing materials are aimed at getting shoppers to engage with the brand’s commitment to more sustainable products. After 40 years we are still a privately owned company, run by its original founders, which is one of the many reasons we have remained true to our roots.”
- 1968 Year the brand was founded
- Seven Number of Rip Curl stores in the UK
- 285 Number of independent stockists in the UK
Rip Curl 61 Bank Street, Newquay, Cornwall