Surfwear giant Quiksilver is making new waves outside of retail.
The company, which also owns DC and womenswear range Roxy, has opened holiday apartments above its new flagship store in Byron Bay.
This week marks a new 'milestone' for the business and the store has been created to appeal to locals and tourists alike.
It will be run by former pro-surfer Danny Wills and has been designed to reflect Quiksilver’s authentic surf style.
President of Quiksilver Asia Pacific, Greg Healy, said the group has high hopes for the flagship and apartments.
“As a brand we are continually striving to break the mould of traditional surf brands and are thrilled to launch this milestone in Australia’s most iconic surfing destination.”