Fresh look for surf retailer


SDS-EmporiumAustralian surf retailer, Surf Dive ‘n Ski (SDS), is undergoing a complete brand refresh, with plans to refurbish all stores under the Board Sports Retail group Australia-wide.

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Board Sports Retail encompasses SDS, Jetty Surf, Surfection, and Co-op Surfection, and is owned by Billabong, with all brands to be converted to the new SDS format.

The new store concept is on display at newly opened stores at Emporium and Chadstone in Melbourne, and Kawana on Queensland’s Sunshine Coast.

Following Billabong’s 2011 acquisition of SDS, the new concept is designed to showcase all the brands under the group’s ownership, including Billabong, Element, RVCA, Von Zipper, and Tigerlily.

Chris Athas, GM consumer of Board Sports Retail, Billabong Group, told Inside Retail PREMIUM that Billabong-owned brands are showcased alongside other key brands and categories such as Cans, Hurley, Havaianas, and Seafolly.

“The concept allows for a clear layout where brands can be merchandised into the allocated wardrobes,” said Athas.

The new stores strive to create the feeling of “your local beach house”, with a soft palette of materials and colours.

“We’ve displayed surfboards of current champion surfers and branded imagery, which illustrates the lifestyle and DNA of each of the brands.”

The new SDS branding has been designed by Iain Haliday of BKH, and Marita Leuver from Leuver Design.

“We have carefully researched the Surf Dive ‘n Ski brand heritage over the last 50 years to establish a look that pays homage to the surf fashion culture and lifestyle,” said Athas.

All 120 stores owned by Board Sports Retail will eventually be converted to the new SDS format, with four confirmed for rebranding in the next six months.

“There are many opportunities for new stores in areas where Surf Dive ‘n Ski is unseen, but we’ll be taking this one step at a time while continuing to improve the existing portfolio.”

This story first appeared in Inside Retail PREMIUM issue 2007.

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