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Rewind 7 years to a backyard garage operation in Sydney’s Northern Beaches, and who would’ve guessed that Lex Pedersen and Justin Cameron’s pipe dream was set to become Australia’s largest online retailer and the world’s largest online action sports and youth apparel retailer. It’s a bit of a mouthful, but you get the picture – We’re the go-to for contemporary surf and fashion brands.


It was back in 2008 that the two surfing mates saw a gap in the market, with local surf shops lacking in range, style and size. Now, with over 20 years industry experience, a passion for customer service and one of the strongest product knowledge backgrounds in the industry, Lex and Justin have brought to life a unique Australian surf experience. From the very first order, the duo has been the driving force behind SurfStitch, providing shoppers from around the world with a high quality and unique experience.


Since the boys’ humble beginnings, SurfStitch has become home to over 20,000+ products and 600+ brands – it made the move from their garage overflowing with stock to a large warehouse at Burleigh Heads in sunny Queensland a no-brainer.


And, it gets bigger. In 2012, SurfStitch went global and have recently acquired the North American online retail platform, Swell.com and the European Surfdome.com. Both our European base in London and North American base in Southern California offer the same leading customer service that won the Best Pure-Play Online retailer in 2011, 2012 and 2014 at the ORIA Awards. And that’s far from the end of the SurfStitch fairytale.