Legacy to continue for Lorne Surf Shop

THE owners of Lorne Surf Shop will embark on a new chapter in October after selling their popular independent store to global surf giant Rip Curl.

After 21 years at the helm, Grant Price and his partner Dianne Mackay say it is the right time to hand over the reins of the business, with Mr Price saying “it will give [him] some more time to go surfing”.

Mr Price and his partner took over the surf shop in 2001 and have housed the store in three different locations within Lorne’s popular Mountjoy Parade shopping strip.

Since its inception in the early 1970’s, the store has been a hub for Lorne’s bustling surf culture and provided locals and tourists with wetsuits, surfboards, skate gear and apparel.

While their excitement comes with a sense of sadness, Mr Price said it was wonderful knowing another group that reflects a desire to have a continual surf presence in Lorne would be guiding it forward.

“It’s just ready to be passed on,” he said.

“We’ve really enjoyed building the brand and we’ve obviously grown it a lot.

“We’ve developed lots of friendships, it’s been a really great process for us and our staff.

“I went into retail in Lorne in 1987, and always had in my mind that I wanted to buy the Lorne Surf Shop.

“Luckily it turned out that way and it’s been a fantastic journey.

“A surf shop like ours is a bit of a surf supermarket and we think Rip Curl will certainly fit that mould.

“We will still own the building and ultimately, it’s great for us to get a fantastic tenant in here.”

Mr Price said he and his partner Di have a great friendship with Rip Curl chief executive officer Brooke Farris.

“We met Brooke and her family at Tavarua in Fiji maybe eight or ten years ago and we did back-to-back surf trips with them.

“We’ve always had a connection and she said if we were ever to sell the shop to think of them as an option.

“Over a couple of dinners, we had some conversations, and thought it was a great opportunity for them to come in.”

Ms Farris said Rip Curl was eagerly looking forward to continuing the Lorne Surf Shop legacy.

“Lorne Surf Shop is an icon along the Surf Coast,’ she said.

“As the owners for the past 21 years, Di and Grant have carried a legacy, contributing so much to the surf industry and community.

“Lorne is the site where Rip Curl Co-Founder Doug “Claw” Warbrick opened his first shop.

“Our return to Lorne sees us further connecting to our rich history on Victoria’s coastline.

“We’re looking forward to injecting the same level surf stoke into this revered store for years to come.”

Mr Price said it will be up to Rip Curl whether they rename the shop or keep it as Lorne Surf Shop.

“Coming into summer, they might try run it multi brand because they also have Ozmosis.

“They will definitely inherit some Lorne Surf Shop branded apparel and items as well.

“They’ve probably been our best-selling products in the shop and kids are super into the store hoodies.

“They’ll see how it all goes and see if they want to continue it all.”

Rip Curl will take over the store in October. Mr Price and his partner Di will continue buying for its boutique sister store, Lorne Corner Store.