Retail Profiles: Dana Point, California’s Infinity Surfboards

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• April 25 2009
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“30 Shops In 30 Days” is our way of keeping a close eye on what’s happening with retailers across the country. Over the course of a month, we’ll feature a new in-depth shop profile every day. Is your shop interested in being profiled? Contact us at business@transworld.net.

Infinity Surfboards
24382 Del Prado
Dana Point, Ca 92629
www.infinitysurf.com
949.292.9988

Square Feet: Retail Shop 4,000/Surfboard Factory 6,000
Owners: Dave Boehne (pronounced BAY-NEE)
Shapers: Steve and Dan Boehne, and Ryan Engle

Infinity Surfboards has a rich history in the industry. Owner and shaper Steve Boehne shaped his first board in 1962 at age 13 and later moved on to open his own shop in Huntington Beach in 1970, where he personally shaped about 500 boards per year. in 1987 the shop moved to Dana Point and in the process Boehne’s son, Dan, was taught the craft from his father and began shaping boards for the shop, as well. Now rooted in Dana Point, Infinity has a crew of three shapers and the business has been taken over by Boehne’s son Dave, who also works as etnies’ surf team manager. TransWorld Business caught up with Dave recently to talk about what’s been happening at Infinity.

Does Infinity have an online store?
Yes, we just launched it. So far, sales have been about 10 percent vs. 90 percent.

What percentage of you inventory is dedicated to the following?

Hardgoods?
Ours stores foundation is based on hardgoods. We sell a TON of surfboards of all kinds, and the hardgoods accessories benefit from that. We have 60 percent dedicated to shortboard, longboard, fish, retro, paddle, SUP, etc.

Men’s apparel?
20%

Junior’s?
10%

Accessories?
10%

Footwear (closed-toed)?
1%

Sandals?
5%

What are your top-three most profitable product categories?
Surfboards are first. We manufacture and sell our own brand from start to finish. We have our retail store, along with our new state of the art surfboard factory. Next, it would be surfboard accessories, then men’s clothing like tees and boardshorts.

What has been the single best-selling brand over the past six months?
Atwater and Insight

Who are the top three sales reps that service your store and what makes them stand out?
the dude from RVCA, the peeps from WESC and the mindfreak from Atwater. Thank you.

What is your overall impression of the local market over the past six months?
Slower, lamer, but the guy on TV told me it’s gonna get better. Fingers crossed and glasses raised! Cheers!

What stores are your closest competition?
Killer Dana, Jacks, Starbucks, and Taco Bell.

What are your overall expectations for the business over the next six to twelve months?
Hopefully small steady growth with the launch of our e-commerce site.

How is your shop altering the way it buys for 2009?
We’re just watching things a bit more and buying mainly the “must haves” and chasing A/O…

Is your shop working closer with any particular brands?
We are in the works of setting up some online partners.

What are some things that brands are doing to work with your shop?
Longer terms, mark down, and understanding our position with A/O. I got hooked up with a pair of 32×30 jeans the other day, too. So steezy!