Overview
SurfStitch is an Australian online retailer for surf, skate, swim and beach lifestyle fashion and gear. Once one of Australia's best-known pure online retailers, it collapsed into voluntary administration in 2025 and is relaunching under new owners with a focus on local and emerging brands. For a surf, swim or lifestyle brand, SurfStitch may become a niche channel in Australia again, but brands should check its current situation carefully.
Who is behind SurfStitch
SurfStitch was founded in 2007 by Justin Cameron and Lex Pedersen in a backyard on Sydney's northern beaches. It grew quickly, bought back a majority stake from Billabong, and listed on the Australian Securities Exchange in 2014, when it offered more than 700 brands to customers in more than 125 countries. It expanded through acquisitions, including the UK retailer Surfdome, the surf content platform Magicseaweed and surfboard accessory maker Surf Hardware International, and at one point was valued at more than AUD 500 million. The company later struggled, and the SurfStitch brand passed through several owners, including Alquemie Group.
Collapse and relaunch
In 2025 SurfStitch's owner placed it into voluntary administration, and suppliers such as Nike Australia pursued unpaid amounts. The brand was then acquired by new owners, who announced that SurfStitch would relaunch with "a whole new heartbeat". The new owners say they are open to partnering with local and emerging brands across surf, swim, lifestyle and wellness, with a focus on small creators.
What brands should think about
- Due diligence. Check the new owners, terms, payment security and expected traffic before supplying stock.
- Fit with surf, swim, beach and lifestyle categories.
- Australian logistics and compliance.
- Brand building. The relaunched SurfStitch may be a good fit for emerging brands looking for a curated environment.
Why SurfStitch matters for brands
SurfStitch still has strong name recognition among Australian surf and beach shoppers. Its relaunch could create an opportunity for emerging brands, but it is no longer the large channel it once was.
How eBrands looks at SurfStitch
eBrands works with brands on marketplaces and retail channels across Europe, North America and beyond. If you are thinking about Australia and want to find the right channels for your brand, we are happy to talk it through.
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