![]() ![]() Meanwhile, Quiet Storm private label in shorts, sweatshirts, and T-shirts are popular purchases.Ībout 25% of the store is private label and that’s growing, particularly in women’s, and could eventually become 30% to 40% of the overall mix. ![]() “After (Johnnie-O), it really becomes a lot more of an even game across the other brands,” Thomas said in terms of sales performance. Salty Crew and Quiksilver’s Waterman Collection keep the fishing consumer happy, while surf brands attract the beach crowd. Meanwhile, Chubbies and Duvin attract the teen and 20-somethings shopping Quiet Storm. ![]() Olukai and Reef dominate the footwear business, with some additional sales coming from Rainbows and Havaianas.įaherty and Fair Harbor do well on the men’s side and also appeal to the older consumer. It sells even with a higher average price point – shorts, for example, range from $90 to $104 compared to $64 for surf brands. We always get calls asking if we’ve gotten any new shipments because a lot of people want to come back and get a second color on something they love, or a third color. “We have a great, active local customer always out doing stuff,” he said. The same holds for men’s, making Vuori the top brand at Quiet Storm Fort Lauderdale, according to Thomas. It really pulled us through holiday season.” Vuori is definitely one of our shining stars. “And this year is the first year that Vuori is absolutely taking hold of women – the age range of women buying it is 30s through probably 60s, 70s in our store. “When we first opened, Vuori was huge for us,” Schroeder said. Thomas and Schroeder, like many retailers, noted Vuori’s standout performance. “We still have them, but I would say this year we’ve seen a little less of dad just saying, ‘Hey, throw it up on the counter’ and more like, ‘Hey, why don’t you grab two things you want.’ “We’re seeing less of the family that may come in with three kids and everybody’s buying multiple items – those large purchases,” Thomas said. It was up for March in the single digits as of last week when SES visited the store. So far, business this year has been good, up about 10% in February, with Presidents Day marking the start of the spring break selling period. The merchandise mix includes heritage surf brands like Roxy and Billabong mature labels in Johnnie-O and Quiksilver’s Waterman Collection younger lines, such as Duvin Design and Chubbies and an increasing presence of Los Angeles fast fashion. Their Las Olas Boulevard store, which the two partnered on with Quiet Storm owner Bill Dreibelbis, opened in February 2021 and is 5,000 square feet. Photo by SES.Įric Thomas and Jaci Schroeder’s Quiet Storm in Fort Lauderdale sits in the yacht capital of the world, on a downtown street known for good food and specialty shopping. Quiet Storm Fort Lauderdale women's section. Photo by SES.īright colors and fun prints do well on the women's side. Tanks are fast movers and denim shorts do well at Quiet Storm Fort Lauderdale. Photo by SES.Īccessories and footwear at Quiet Storm. Reef and Olukai sandals do well at Quiet Storm. Johnnie-O is one of the store's top-selling brands. Roark, Vissla, Katin, and more on the men's folding table. – 8 p.m., Friday and Saturday.Quiet Storm Fort Lauderdale. – 7 p.m., Sunday through Thursday and 10 a.m. Quiet Storm Surf Shop is located at 126 Rehoboth Ave. “We’ll have it all wrapped up in two weeks for sure,” said Dale. The work is expected to be done by Memorial Day. Dale said above the two entrances will be matching Quiet Storm signs and Quiet Storm lettering will span the entire length of the brick facade at the top of the building. The outside of the store will get a facelift also. Those seem to be taking the longest,” he said laughing. “We broke the walls down about a month ago, and now we’re just putting on the finishing touches. The work wasn’t too noticeable, he said, until the walls separating the two stores came down. He said the shop got the required building permits from the town in January and began work shortly afterwards. The expansion will take over the first and second floor of the unit next door, nearly doubling the shop's floor space.ĭale said the shop will be offering the same quality products with a wider selection of sunglasses, clothing, shoes and surfing needs. The surf shop has been open in Rehoboth Beach for 20 years, operating out of its current location for the past 15 years. The couple and some employees were painting, moving things around and unpacking boxes. “When the space next door became available we decided to go for it,” said Dale from the second floor of the new space April 28. Quiet Storm owners Dale and Kelly Loeser had been talking about expanding their Rehoboth Avenue location for a while. Quiet Storm Surf Shop in Rehoboth Beach is expanding, giving lovers of summer sports and warm-weather styles more selection than ever to choose from. ![]()
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