Last time you caught a shoplifter?
People tend to leave things here instead of stealing. They are always leaving their wallets, phones, coffee mugs, sunglasses and children here. Our lost and found box is always full.
Most memorable day at the shop?
Still that opening night 3 years ago where we barely had any product and barely got the doors open and over 1,000 people came to our opening night party in support. That still blows my mind.
My mom Sally St Pierre, she ran Moonlight Glassing with my Dad for the past 35 years and would drag me down to the beach and taught me how to surf when I was a little kid. She is retired from the factory and is in grandma mode now which is fun.
Nestled in the heart of Leucadia, California, off the 101 Highway, surf shop Surfy Surfy embodies the simplicity and purity of the surfer lifestyle. JP St. Pierre, Surfy Surfy’s owner and founder, comes from a family dedicated to the art of surfboard shaping. His father, Peter St. Pierre started Moonlight Glassing with four of his friends in 1979, establishing a solid surfing environment for JP to grow up in. In 2005, JP launched an online Surfy Surfy blog as a way to showcase some of the handcrafted surfboards made at Moonlight Glassing. With a desire to take his dream further, JP and some of his fellow surfer buddies opened a brick and mortar for the Surfy Surfy brand in 2010.”Making surfboards for friends is what Surfy Surfy is all about” says JP and the shop exudes that old school mom and pop vibe that would make any surfer feel at home.
With custom handcrafted surfboards, wetsuits, leashes, fins, boardshorts and shop tee’s, Surfy Surfy provides Southern California with a unique shop purely dedicated to supplying the surfer with everything he needs, “the rest is just fluff” says JP. TransWorld Biz caught up with JP to talk about the shop, his products, and a day in the life at Surfy Surfy.
Store Name and Contact Information:
974 N. Coast Hwy 101
Leucadia, CA 92024
J.P. St. Pierre CEO & assistant janitor
Number of locations?
Just one for now is good.
Square footage ?
1500 sq ft
How long has your store been around?
Brick and mortar opened May 2010, online since 2005.
Experience before opening your own shop?
Sanding and polishing surfboards at Moonlight Glassing for past 25 years.
Do you have an online store?
New online store just launched this week. www.shopsurfysurfy.com
If yes, what percentage of your business is online vs. brick and mortar?
25 % online and growing fast.
Percentage of inventory dedicated to hardgoods?
50% The reason we exist is to sell local handcrafted surfboards. Everything else is fluff.
Percentage of inventory dedicated to men’s apparel?
Percentage of inventory dedicated to junior’s apparel?
Percentage of inventory dedicated to accessories?
Percentage of inventory dedicated to footwear?
Percentage of inventory dedicated to sandals?
At Surfy Surfy these percentages change constantly due to our quirky customer base. We stay light and loose on our feet.
What are your top three most profitable product categories?
Our own Surfy Surfy brand tees, hats, hoodies.
What has been the single best-selling brand over the past six months?
Our own Surfy Surfy brand. People are stoked on the ever expanding Surfy'verse and growing our brand is our main focus with the help of my operations manager Gianni Almeida and new art director Paul Nett.
Who are the top three reps that service your store and what makes them special?
Kasey Curtis from Blocksurf. This shop would not survive without him.
Gary Clisby from Billabong and Andy Jones from West Surfing both live in Leucadia and we abuse them constantly with annoying special orders.
What is your overall impression of the local market over the past six months?
The past 6 months has been the best 6 months of our 3 year history. There seems to be some stoke in the air again which is refreshing to see.
What store (or multiple stores) are your closest competition?
Progression Surf is 4 blocks south, Encinitas Surfboards is 1 mile south. We consider them friends and allies and not competition.
What song best describes your shop?
Booker T and MG's song Green Onions is kinda our theme song, probably because that is what is playing in Big Wednesday when Matt visits the Bear shop. It's my favorite scene.
Overall expectations for your business over the next 6-12 months?
I am an optimist with low expectations so I am always just stoked to sell a bar of wax at cost.
Is your shop altering the way you buy for 2014?
In the words of my mentor Rob Willis, "never pre-book nothing."
If yes, how are you altering your buying?
I am dedicating all available funds towards the Surfy Surfy brand and basically buying off price and whatever stuff is A/O from other brands. Which nobody in the surf industry wants to read, but that is what works for our small mom and pop shop.
Where can we find you on your lunch break?
Haggo’s Tacos in Leucadia. Except now he is so famous he runs out of food before I can get there.
Is your shop working closer with any particular brands?
We are doing more and more private labeling. Steve from Just Surf, Frank from Vitamin C and Sean Tully at Forward Screenprinting are helpful with that.
What are some things brands are doing to work with your shop?
The brands with good reps who manage their inventory are very helpful. Slide Magazine had their 10 year anniversary party at our shop which was super cool .
Favorite local/best kept secret surf spot?
The waves here are fun enough and I’ve already said too much.
Anything else you want to add?
People in the surf industry keep referring to Surfy Surfy as this nouveau boutique but Surfy Surfy is really an old school mom and pop surf shop with the basic fundamentals of what surfers need and want. Good surfboards, wetsuits, boardshorts, leashes, fins, shop tee's. That is all you need to surf and that is our focus.