Retailer Profile: The Wave stocking up for inland recreational surfers and coastal surfers

The Wave is located close to Bristol and is one of only two operational wave parks in the UK. Their shop caters for the inland recreational surfers as well as coastal surfers looking for a quick indulgence and carry’s a range of products to meet their particular needs.

Please introduce your shop and share the story behind how it all began?
We are a world-first inland surfing destination, powered by Wavegarden Cove technology, where everyone can learn to surf, from a child stepping on a board for the first time, to pros training for the Olympics.

Our Founder, Nick Hounsfield, set out to create a place where people could get outdoors, be active and reconnect with themselves and each other. At the heart of that vision is a 180m surfing lake, designed to deliver physical and mental health benefits for people of all ages, backgrounds and abilities.

The Wave is more than a surfing destination. Alongside the lake, we have food and drink, family-friendly spaces, camping and our surf shop. Retail plays an important role in the overall experience, giving us a platform to showcase the best brands and products in the industry in a way that feels connected to the wider visit.

As the first retailer profile from a store based at an inland wave park, how does your consumer differ from a seaside store?
Our shop sits within the main Clubhouse, and every surfer passes through it. That gives us a unique audience of over 120,000 surfers and 60,000 spectators each year.

Because of this, we can take a more premium and brand-led approach. We keep discounting low and focus on strong visual merchandising that reflects the quality of the wider experience.

Wave parks are still a novelty for many, and that sense of curiosity brings in a broad mix of visitors. Alongside that, we have a loyal base of regular surfers who treat us as their ‘local break’.

From Easter through to autumn, our core audience is active families with disposable income, parents keen for a surf and a good coffee, alongside kids making the most of the space.

And how is your product offering impacted by this?
Our audience is diverse, and not everyone identifies purely as a surfer. Many connect with a wider outdoor lifestyle, which shapes our range. We focus on versatile, premium apparel that works both in and out of the water.

The space feels similar to a coastal multi-brand surf store, alongside our own Wave-branded products across tees, caps, totes, towels and drinkware. These are consistently strong, as many visitors want to take a piece of the Wave brand home with them.

We are thoughtful in our buying decisions. We aim to minimise plastic, avoid short-term trends and work with brands that share our environmental values.

Partnerships are key. Our relationship with Rip Curl goes beyond retail, from supplying wetsuits for our surf school to in-store presence and wider brand activity. This puts a heritage surf brand at the centre of the experience, worn by over 30,000 beginner surfers each year.

Dryrobe is another important partner, used daily by our Wavemaker team across lessons, coaching and lifeguarding. Stance has also grown with us, expanding from socks into headwear, underwear and apparel through a dedicated in-store space.

Which are your best selling brands and why?
Alongside Rip Curl, Stance and Dryrobe, YETI performs strongly, with customers often returning to build collections across new colours and products. Florence Marine has seen steady growth over the past two years, supported by strong merchandising and appealing to our more regular, slightly older customer. We also stock a small range from Finisterre. As a fellow British surfing success story, with a purpose-led, premium position, it aligns naturally with us. During summer, our own-brand range becomes our top performer. Across all categories, the common thread is authenticity. The brands feel part of the space rather than simply stocked within it.

What are your biggest challenges you have in running a store based at a wave park?
Like coastal stores, we are seasonal. In winter, we operate fewer days, and footfall is closely linked to surf sessions, weather and booking patterns. Demand can rise and fall quickly, so planning stock and staffing requires flexibility. Space is another challenge. We are selective with our range, and every product needs to earn its place.

What do you think brands could do differently when working with stores like yours?
The biggest opportunity is to think beyond traditional wholesale. The most successful partnerships at The Wave integrate across the full experience – retail, events, content and community. Brands that invest in activation and storytelling tend to see stronger results. This could be through product demos, exclusive drops, or collaborative content that brings the partnership to life. Ultimately, it comes down to alignment. When brands show up in a way that genuinely enhances the experience, it benefits both commercial performance and long-term brand value.