Esteem Surf Co.
Retail Wednesday: Esteem Surf Co.
Location Pismon Beach, California has been in business for 16 years
We are proud to present a new series, Wednesday Retail, which is empowered by our friends in the Revolution Building. Every Sunday we will create different core specialty diluent profiles. Most would agree that these people are the backbone of our industry, and deserve a serious credit to flourish in line with the rapidly changing market needs.
Store front of Esteem at 590 Cypress Street in Pismo Beach, California
Shop: Esteem Surf co
Location: Pismo Beach Ca
Year in Business: 16 Years
Interviewed: Robble Domingues, Head of all.
Esteem Surf Team Co, Rider Braden Jones, surf locally
How did the business last 360 days?
The last 360 days are hard to say, and the first quarter of 2017 has not been much better. But summer is near, and hope is on the horizon for every surf shop that is actually located on the beach. It sounds weird to say, but I believe it's very telling about the main problem with a modern surf shop or store board (which we would have been proud of). But, the truth is known, we had previously been guilty of cardinal sin trying to be something we are not, especially by trying to be everything to all customers, so I'm not here to throw stones at every store board glass.
Employee Store / Team Rider Destin Setser Jammin on @mojzisguitars sold in stores
What do you do to evolve with the retail market today?
We are currently doing what we were supposed to be doing, creating a unique, authentic, old-school surfing brand experience like before we all started selling $ 80 skin-tight jeans. And guess what, it's actually easier and more powerful than selling those $ 80 jeans, which is really stupid to try, because it puts us in direct competition with a world where almost all the old school surf shop owners will be under water -except maybe he was a super-flu in JC Penny.
The Austin Neumann racer shreds the right on the 80's retro board during the 80's surf showdown.
How do you think brands can help brick and mortar better?
Most brands have sold the original surf shops on the river, with the exception of a select few. I hate being a bearer of bad news, so I will not do it. I'm just going to say that it's time for the little independent surf shop guy to build his own brand and stop controlling the surf shop suppliers at Costco to pay our bills (though I must say that the Storm Wave is making a great rental board).
Their attention Abda does not require a PhD in the field of macroeconomics to know how to support the real surf shop that is left at the moment. It's simple, limit your brand distribution to our brick and mortal frontlines and help us support our community. You know who we are.
Unfortunately, most brands who say they care about our existence have a small identity crisis in their hands; on the one hand, they want to pretend they are really in demand at the core level of the surf shop while, on the other hand, they blow the product through every channel available and competing directly with the stores they claim are being noticed.
Store Owner Robbie Domingues checks out some new store boards with formers @jivesurf, Jacob Ells
What do you feel is the future of the surf shop?
The future of a surfing store requires the creation of your own unique brand, which may be as well established as an established storefront, and free from capital investment control of your future. Viva La Revolucion!