Surfstitch will open bricks-and-mortar stores as part of its future growth strategy.
The pureplay retailer is operated by Alquemie Group, owner of General Pants, Pumpkin Patch and Ginger & Smart. Surfstitch has serviced two million customers through its digital channel and offers over 300 brands.
Alquemie Group executive chairman Richard Facioni confirmed Surfstitch will transition to an omnichannel model in coming years.
“Whether you're a digital first business or a bricks and mortar first business, you need both,” he told Ragtrader. "We're just thinking about how does that look. Does SurfStitch open its own stores? Does it do pop ups? Do we do SurfStitch shop in shops within some of the larger General Pants stores?”
Surfstitch is currently undertaking a research project to understand its customer base. The aim is to use this data to drive better access to customers both digitally and physically.
“It's a very different customer from the General Pants customer - which is good,” Facioni said. “They're not cannibalising each other.”
Alquemie Group was formed with the initial acquisition of EziBuy in July 2017 and subsequent acquisition of SurfStitch in April 2018.
For more on Alquemie Group's future strategy, stay tuned for Ragtrader's January 2023 edition.