Bridging Tradition and Innovation: Aventuur Discusses Rip Curl’s Contribution to Surf Park Retail Experiences

Research shows that surf parks are moving more into the mainstream for both surfers and the general public. This has led to an increase in longtime surf legacy brands partnering with the new wave of parks.

Recently, a partnership between Aventuur r and their Perth Surf Park in Western Australia and wetsuit brand Rip Curl made headlines. The partnership is ushering in a new age of surf parks for an ever-growing audience hungry for waves.?

Perth Surf Park is still two years in the making, but steps like this partnership are vital for a strong foundation that will lead to a successful surf destination.

We spoke with Andrew Ross , chairman and chief development officer for Aventuur, about the partnership's significance and the highly anticipated project in Australia.

Surf Park Central: Tell us more about the partnership with Rip Curl.

Andrew Ross: As our official retail partner, Rip Curl will establish a flagship store at the Perth Surf Park that is set to become a leading surf retail destination in Perth.

The store will offer an extensive range of Rip Curl wetsuits and apparel, market-leading surfboards and surf hardware, alongside our own branded park merchandise.?

In keeping with our “by the West, for the West” approach, the product assortment will also celebrate local Perth and Western Australian shapers and surf brands, many of whom are globally recognised.

Surf Park Central: What’s the importance of bringing legacy brands into the surf park space?

Andrew Ross: In a single word – authenticity.?

Rip Curl was founded by Doug “Claw” Warbrick and Brian “Singding” Singer at Bells Beach, home to one of the world’s most iconic surf breaks (and the world’s longest running surf contest) in 1969. Over the past 50 years, Rip Curl has earned the title of the ultimate surfing company through developing innovative, market-leading wetsuits, surfwear, and apparel.?

We share Rip Curl’s commitment to fostering authentic community and sustainability. Together, we plan to collaborate on a variety of events at the Perth Surf Park, including surfing competitions, community activations, and demo days.?

Surf Park Central: Surf parks have certainly gone mainstream in recent years. How has this helped with interest from surfing brands, whether they shape boards or manufacture wetsuits?

Andrew Ross: We have seen a significant increase in surfing interest and participation since the COVID pandemic, and surf parks are playing an important role in helping to grow the total addressable market (TAM) for endemic surf brands that offer hard and/or soft goods.?

Wearing and using the right equipment while surfing is key to maximizing fun in the water and skills progression, and is fundamental to the overall experience.

Rip Curl’s heritage in wetsuits, and their enduring commitment to innovation, was a core part of the appeal for us in partnering with them.

Read the full interview and learn more about Aventuur’s Perth Surf Park.