Hurley Soars Into 2022
Editor’s note: This information is from Hurley owner Bluestar Alliance
After a banner year at retail and digital, southern California based surf brand Hurley is set up for an exhilarating new chapter. From the expansion of their top-tier athlete roster to exciting new product territories, a new era is on the horizon for one of most storied surf and lifestyle brands on the market.
Hurley’s presence in the marketplace continues to grow in momentum, especially at core retail, with steady year over year growth; bolstered by long standing partnerships and commitments at key doors like Huntington Surf & Sport and HIC Hawaii. In addition to wholesale success, Hurley also opened an east coast flagship store in Asbury Park, New Jersey with plans to open up to 20 more doors in 2022.
“Hurley’s DTC and Ecom business has seen tremendous growth in 2021 with double digit increases. And with 10 new stores across Florida, Texas, California and Arizona, we grew our brick and mortar fleet to 38. As Hurley continues to widen its product categories and grow into a year round brand inclusive of surf, snow and skate, it will give us the potential to widen our footprint into new markets across the country,” says Abe Harari, President of Retail at Hurley.
The energy at retail is exciting, but the team at Hurley is just as proud of their steadfast (and renewed) focus on athletes and sport. This year saw Hurley continue to support their impressive roster of athletes, while continuing to attract new talent. Hurley supported Carissa Moore during her best year yet, a year in which she claimed her fifth World Title and made history by winning a gold medal in the first-ever Olympics where surfing was featured as a sport. While Filipe Toledo, another longtime Hurley team rider, finished his competitive year at No. 2 in the world — a career best. In 2021, Hurley also set their sights beyond just best of the best in the lineup, signing pro athletes from both skate and snow as well.
“We couldn’t be more stoked to have pro skateboarder Elliot Sloan and pro snowboarders Zak Hale, Brandon Davis, and Sean Fitzsimons added to the Hurley roster. In surf, we recently signed with Taj Lindblad, which is super exciting! Plus, we’re in talks to add even more big names to the crew,” says Brett Simpson, Hurley’s Director of Sports Marketing. By signing contracts outside of surf, Hurley has reaffirmed their commitment to action sports as a whole.
When you have the world’s best athletes on your roster, innovative products are a must — and Hurley’s gear continues to be top of the line. From Hurley HeatTech to sweat-wicking H2O-Dri and their warmest, most flexible, and most-sustainably made wetsuits, Hurley has kept innovation at the core of what they do.
In the past year, Hurley has broadened its product offering to include hard goods designed for all who recreate in and around water. With the addition of performance stand up paddleboards and electric bikes, the Hurley customer now only needs to shop at one place for all their beach-to-boardwalk needs.
Two thousand twenty-one was clearly a year of exploration for the storied brand. And now, with steady footing and clear north stars, Hurley looks to 2022 with a stacked roster of top tier athletes, a calendar of collaborations, and a few surprises up its sleeves. Watch this space.