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Chapter 3. Lessons From Other Online Ret... > Surf Warehouse www.surfwarehouse.com

Surf Warehouse www.surfwarehouse.com

Surf Warehouse is a great example of a relatively small brick-and-mortar store taking advantage of the opportunities provided by the Internet. Surf Warehouse's La Jolla, California location certainly attracts plenty of area surfers, but the Web offers it the opportunity to extend its reach not only up and down the California coast, but to the East coast and beyond. Surf Warehouse can take advantage of the lack of surf shops in many areas.

Surf Warehouse offers an interesting mix of accessories such as surf wax, board bags, wetsuits, and clothing that are supplied by manufacturers. However, the real attractions are the custom, stock, and used boards from board shapers Steve Walden and Dev Gregory. Custom orders take just three to four weeks to complete.


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