Josh Bernard of Surf Ride – SES Podcast
Josh Bernard of Surf Ride – SES Podcast
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The men's apparel section
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Surf Ride merchandises all the boardshorts together
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Raen is the No. 1 sunglass brand for Surf Ride
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Just a small portion of the many boards Surf Ride carries
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More boards...
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More boards...
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More boards...
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More boards...
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And even more boards...
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A travel section includes a huge selection of board bags
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The sandal section includes a Reef wall
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Surf Ride has an extensive private label offering
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The Roark table
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Women's wetsuits
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Surf Ride has its own tables which it uses to contantly rotate merchandise to keep the store fresh
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Surf Ride chooses how it merchandises the walls rather than have brand build-outs
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The shoe table
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The sunglass section
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Wax and surf report in the front of the store
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Surf Ride owns the two-story building
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Captain Fin is the lone brand that has a wall section
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Salty Crew is a top-performing younger brand at Surf Ride
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The shoe wall
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Roxy at Surf Ride
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Josh helping a customer with a board selection
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Billabong Women's is the No. 1 brand in women's "by a landslide," Josh said
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RVCA at Surf Ride
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The cash wrap
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The store has a prime spot on PCH in Oceanside
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The bikini offering for spring, which will grow across the wall for summer
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The private label selection is extensive and includes items like jackets
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Part of the extensive wetsuit offering
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Surf Ride has a separate, large room for skate
Surf Ride in San Diego won the SIMA Retailer of the Year Award for the West Coast, so we stopped by the Oceanside location to talk with CEO Josh Bernard.
Surf Ride was started by Josh’s father and uncle, and now has four stores – two large stores in Oceanside and Solana Beach, one in a hotel in Carlsbad and a store at the BSR Surf Resort in Waco, Texas.
Their extensive surfboard and wetsuit offering in Oceanside and Solana Beach are a focus for Surf Ride, and we were impressed with just how many surfboards the Oceanside store carried. I was there on a Wednesday morning and was stunned by how busy the surfboard area was – the phone was constantly ringing, and customers were both browsing and buying boards.
We asked Josh about what board brands are standouts at Surf Ride, and why hardgoods is such a focus.
We also talked about what brands are working in apparel, why the store does not allow brand build-outs, how Surf Ride has built its extensive private label business, and what he wishes industry brands would do more of. And we get an update on the new Surf Ride store at the wavepool in Waco and how business there is developing.
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