The French brand, deeply rooted in the world of surfing and board sports, which celebrated its 40th anniversary last year, is opening a new boutique in Les Sables-d’Olonne this Friday under a commission-based franchise model.
The 55sq m store is located at 32 rue de l’église in the heart of the Vendée town’s shopping district. The brand, a certified B Corp since 2023, offers its unisex selection of t-shirts, sweatshirts and pants bearing its iconic logo, as well as surfwear, in this boutique. The collaboration with Sea Shepherd France, featuring more environmentally friendly materials made in Europe, plays on a variation of purple, black and white and blends the brand’s and the NGO’s logos and is highlighted for this opening.
A project in the Vendée region marks the start of a series of summer openings for the brand, chaired by Emmanuel Debruères and managed by Jean-Christophe Chetail since 2020. Three more openings are planned before July. This is a new step in strengthening the distribution network of the independent brand, which posted a turnover of €29M in 2024. In 2024, it added nine commission-based franchise stores to its network. This network now comprises 32 stores, including one in Bilbao, Spain and will therefore expand into areas related to watersports.
In a complex ready-to-wear market, the French brand has demonstrated resilience and generated slight growth, with a turnover of €29.8M in 2025. Its management intends to continue its development under its own brand, alongside its presence in some 750 multi-brand stores in France, particularly within the Intersport, Sport 2000 and Galeries Lafayette networks. The brand is also present in more than 200 points of sale internationally.
