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  Thalia Surf Shop Owner Nick Cocores.

I recently checked in with Nick Cocores of Thalia Surf Shop in Laguna Beach and asked him how the gloomy weather impacted sales this summer, what it’s like to be surrounded by manufacturer-owned surf shops and about his strategy of carrying smaller, up and coming brands such as Ando & Friends, Hippy Tree, Yellow Rat, Insight and Ambsn.

 

How was business during the summer and so far this fall? Were you impacted by the gloomy summer weather at all?

Nick: Business this summer was good. It wasn’t what we had planned for but we made the best out of it.

 

So far fall is just OK. We are on track to have a 10% sales growth this year over last year. The weather played a big part in our sell through of board shorts.

 

We had to take big markdowns to move through all of our boardshorts and walkshorts.

 

You are pretty much surrounded by stores owned by manufacturers. Has that impacted you – either positively or negatively?

Nick: Yes, that is true. We have eight surf shops and 1 SUP store.

 

Of those nine, six are owned by manufactures. I feel it has helped us out in more ways than not. Even though there is a lot of competition we have unique stuff that you can only find here in our shop.

 

We do a big private label program that is targeted to our locals as well as tourists.

 

My staff is really good and we care about our customers.

 

In the end people know that we are a real independent surf shop with a good product mix and can hold our own against the corporate backed stores.

 

On page 2: focus on young brands

 

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Your store carries a lot of brands traditional surf shops don’t – more up-and-coming, boutique brands. How are shoppers responding?

Nick: Yes, we try to offer something different to our customers. I feel that is why we are still around.

 

There is a difference when you walk into a store that is really nice but has all the major brands.

 

When you walk into our store, it’s more interesting to check it out and see what’s new out there.

 

How important is your online store to your overall business?

Nick: Our online store is a big part of our success. It has been a great marketing tool and has transitioned into a large part of our sales.

 

We take pride in our online store but or passion is the retail store. Together they are very important.

 

I remember hearing that the building you are in changed hands. Has that impacted you at all?

Nick: Yes, this has been the single most challenging part. Leases! Our lease more than doubled in 2008 when the building sold to new owners. So, we have had to take a big look at our business and make sure it was all worth it. We have made big changes and so far everything is working out.

 

Any brands on fire in the store that we should keep our eye on?

Nick: All of our brands do well. We make sure that they all work together. We have a great relationship with them and work closely to achieve good sell through.

 

One brand that is doing really well for us is Vans. They are our largest vendor we work with, but have been doing some great things.

 

Vans has done a great job in servicing us at a retail level. Trading out stock, great window displays and reps stopping by once a week.

 

Also they have been doing special shoe and apparel projects with artists and surfers that are only distributed to a few shops. Sell through on those have been great.