ASB MAGAZINE: Rip Curl have acquired Victorian surf retail icon Mordy Surf Centre. Established in 1970, Mordy’s is one of Victoria’s longest running independent retailers specializing in surf hardware that is located in suburban Melbourne. Mordy’s reputation as a core surf shop has ensured that the store has stood for over 40 years as a destination for Melbourne surfers. Located in Melbourne’s bayside suburb of Mordialloc, Mordy’s mission has been to support the surfing lifestyle and the vision with new partner Rip Curl is to continue to be the one of the most influential, independent surf, skate and lifestyle boutiques in Australia. In 2013, Mordy Surf Centre won the SBIA Vic/Tas Retailer of the Year Award and has been a perennial finalist at these these awards.

Similarly Rip Curl and their associated Ozmosis retail business acquired Peninsula Surf Centres in November 2015. Peninsula comprises five stores on Victoria’s Mornington Peninsula, with Rip Curl acquiring the Mornington Nepean Highway store and the Rye stores, while Ozmosis will be taking over the Mornington Main Street, Frankston and Rosebud stores.

Commenting on the sale Neil Ridgeway Rip Curl Group Marketing Advertising Chairmen said

“Rip Curl are very proud to keep the Mordy’s legacy created by Mike and Jane Strong at a time where Mike was planning on exiting the business. The same could be said with Peninsula Surf and its owners too – which are Rip Curl stores with strong original heritage displayed.”

“We believe that good, core destination surf shops need to be kept in play so surfers can continue to get the gear they need where they always have in their trips up and down the coast. It’s important to respect the tradition of those type of surf shops, so we will keep the Mordy’s signage on the front of the store alongside Rip Curl as a part of retaining that legacy,”

“We will make sure that all Mordy’s memorabilia and heritage is displayed well in the store so customers continue to feel the tradition.”

Commenting on any loss of staff, Ridgway said that key staff will be retained wherever possible.

“Troy (store manager) and his crew will continue to be front of house offering boards and wetsuits and clothing to surfers the way they always have. We see the store as a hub for surfers in Melbourne who want good surfing products – same as it ever was.”

“With Llew Callahan – a well-known Victoria surfer running the sales and operations side of all Rip Curl Stores across Australia and New Zealand now, there’s a renewed energy, so combining expertise at Mordy’s will be good for everyone.”

Mordy’s digital assets including their website and social sites are now being redirected to Rip Curl channels and also to make sure Rip Curl continue to service those customers on existing data bases and channels.

“For quite a while now these existing Mordy’s channels have been underutilized and we aim to help make the whole experience better for the customer with our in-house resources here at Rip Curl,” said Ridgway

Rip Curl will be hosting a grand opening early in October where the company will involve the local board riders club, surf community and businesses together with Rip Curls team to cement the new partnership with Mordy’s.

“All in all, we’re about making surf shops great places for surfers. Simple as that.” Concluded Ridgway.