Surf N Sea

Name

Surf N Sea

Legal name

Surf N Sea

Website

https://surfnsea.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Surf Shop and Ocean Activity Services

NAICS

Scenic and Sightseeing Transportation, Water (48721)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

akta.pro secondary industries

Surf & Beach Sports Retail (Surfboards, Bodyboards, Skimboards) (CRAMAIAE), Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD), Surf Schools & Surf Camps (THAAAKAC), Guided Diving & Snorkeling Excursions (boat/shore trips) (THAAAIAB), Reef, Island & Coastal Ecotours (mangroves, lagoons, sea caves) (THAAAIAE), Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA)

Keywords

• Surf shop retail
• Surfing lessons
• Ocean activity tours
• Surfboard rentals
• Scuba diving tours

Headquarters

HQ city

Haleiwa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Retail sales of surfboards, beachwear, accessories, and merchandise including branded Surfer Crossing apparel and collaborations with Hurley, Vissla, Billabong, and Vans
2. Surf Lessons: Beginner surf lessons at $90/person and intermediate/private lessons at $180/person, conducted by knowledgeable instructors on weekdays
3. Shark Cage Tours: Shark cage diving tours at $125/adult with guaranteed shark sightings in North Shore waters, includes mask and snorkel equipment
4. Whale Watching Tours: Whale watching tours December-April at $99/adult, $80/child; sunset whale watching tours at $91/adult, $76/child
5. Snorkel Tours: Snorkeling tours along North Shore coast near Waimea Bay at $130/adult morning (breakfast included) and $112/adult afternoon
6. Scuba Diving Tours: Scuba dive tours ranging from $159-$225 depending on dive type including Shipwreck, Night, Electric Beach, and Shallow Reef dives
7. Equipment Rentals: Hourly and daily rentals of surfboards, SUPs, kayaks, snorkel gear, and scuba equipment

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Surf N Sea operates Hawaii's oldest surf and dive shop from a 1921 historic building on Oahu's North Shore in Haleiwa, selling surfboards, beachwear, accessories, and branded apparel, while also delivering ocean activities including surf and SUP lessons, shark cage tours, whale watching cruises, scuba diving excursions, snorkeling tours, and equipment rentals. The shop combines a beachside retail storefront with a Shopify e-commerce site and FareHarbor-powered online bookings to serve tourists and local residents with a one-stop surf culture and ocean sports offering.

Product overview

Surf N Sea is a retail surf shop and ocean activity tour operator offering a unified product portfolio combining merchandise sales with experiential services. The core offering spans physical products (surfboards, apparel, accessories, ukuleles) and activity services (surf lessons, equipment rentals, guided tours including shark cage dives, whale watching, scuba, snorkeling, kayaking, and SUP). The shop serves as both a retail storefront and booking center for ocean experiences, with FareHarbor powering online reservations. Brand collaborations with Hurley, Reef, Vissla, and Vans supplement proprietary Surfer X-ing merchandise, while the company maintains a unique distinction through Joe Green's handcrafted Haleiwa Ukuleles.

Differentiator

Problem solved

Functional benefit

Brands

• Surfer Crossing: Iconic logo and merchandise brand featuring the Surfer Crossing design that has become a fan favorite.
• Haleiwa Ukuleles

Products and services

• Surfboards Surfboards offered for sale and rental, including vintage and contemporary longboards, shortboards, and premium longboards, supported by a permanent in-store collection of 150+ vintage boards including one attributed to Duke Kahanamoku.
• Surf Lessons Surf instruction for all skill levels conducted by knowledgeable instructors on weekdays on Oahu's North Shore, including beginner ($90/person, 2–3 hours) and intermediate/private ($180/person) lessons, with surfboard and rashguard provided; available for individuals and groups of 4+.
• Shark Cage Tours Two-hour guided shark cage diving tours on Oahu's North Shore with guaranteed shark sightings of Galapagos and Sandbar sharks and occasional Tiger Shark encounters; 1.5 hours spent in the water with mask and snorkel equipment provided, priced at $125/adult and $95/child for cage (boat-only options also available), with Kamaʻāina, military, and student discounts.
• Whale Watching Tours Whale watching and sunset catamaran tours aboard the Ho'o Nanea, the only commercial sailing catamaran on the North Shore; 2–2.5-hour whale watching tours run December–April at $99/adult and $80/child, with separate year-round 2-hour sunset whale watching tours at $91/adult and $76/child including complimentary beverages.
• Snorkeling Tours Guided snorkeling tours along the North Shore coastline near Waimea Bay, with a 4-hour morning tour at $130/adult and $107/child that includes breakfast and gear, and a 3-hour afternoon tour at $112/adult and $92/child that includes soft drinks and gear; operated as a summer season activity.
• Scuba Diving Tours Multiple scuba dive tour options including Shipwreck dives ($199), Night dives ($225), Electric Beach dives ($179), Shallow Reef boat dives ($199), and Beginner/Refresher dives ($159), with gear available for separate rental.
• Equipment Rentals Hourly and daily rental of surfboards, SUP boards with paddle, single and double kayaks, snorkeling gear, and scuba equipment; surfboard longboard rentals $10–$35/day, shortboard $7–$30/day, premium longboard $20–$70/day; SUP with paddle $20–$60/day; single kayak $20–$100; double kayak $30–$120; refundable deposits of $400–$1,000 depending on equipment.
• Apparel and Accessories Beachwear and accessories for men, women, and kids sold in-store and online, including exclusive collaborations with Hurley, Reef, Vissla, Billabong, and Vans, plus the proprietary Surfer Crossing apparel and accessories brand.
• Haleiwa Ukuleles Artisanal ukuleles handcrafted by owner Joe Green from recycled wood, including materials sourced from the Surf N Sea shop itself, available for purchase in-store and online through the Haleiwa Ukuleles brand site.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered minor and core.

• HurleyminorGTM or Marketing PartnerSpecial collaboration apparel between Surf N Sea and Hurley. Products exclusively available at Surf N Sea shop locations.
• VisslaminorGTM or Marketing PartnerSpecial collaboration apparel between Surf N Sea and Vissla. Products exclusively available at Surf N Sea shop locations.
• BillabongminorGTM or Marketing PartnerSpecial collaboration apparel between Surf N Sea and Billabong. Products exclusively available at Surf N Sea shop locations.
• VansminorGTM or Marketing PartnerSpecial collaboration apparel between Surf N Sea and Vans. Products exclusively available at Surf N Sea shop locations.
• ReefminorGTM or Marketing PartnerBrand collaboration for apparel and accessories. Products exclusively available at Surf N Sea shop locations.
• Haleiwa UkulelesminorGTM or Marketing PartnerLocal partner selling handmade ukuleles crafted from recycled wood, including some from the Surf N Sea shop itself. Featured in-store and online.
• FareHarborminorChannel Partner/ Reseller/ DistributorBooking platform partner for surf lessons and ocean activities. Allows tourists to book experiences in advance through the FareHarbor platform.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the Surf N Sea online store, enabling online sales, customer accounts, and order processing.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Others

• Vissla: Surf apparel brand with an exclusive collaboration with Surf N Sea. Directly comparable on co-branded merchandise assortment and surf apparel positioning.
• Billabong: Global surf apparel brand that has a co-branded collaboration with Surf N Sea. Comparable as a wholesale brand partner and competitive benchmark in surf apparel assortment.
• Hurley: Major surf/youth apparel brand with exclusive collaboration sold through Surf N Sea. Comparable as both brand partner and aspirational competitive set in surf apparel.
• Reef: Surf-inspired footwear and apparel brand with an exclusive co-branded line at Surf N Sea. Comparable on beachwear/footwear assortment and target customer overlap.

Direct peers

• North Shore Shark Adventures: Operator of shark cage diving tours on Oahu's North Shore. Direct competitor to Surf N Sea's shark cage experience in the same waters and customer segment.
• Hans Hedemann Surf: Hawaii-based surf school and shop offering lessons, rentals, and apparel on Oahu. Directly comparable to Surf N Sea's surf instruction, rental, and retail offering in the same island market.
• Hawaii Ocean Rafting: North Shore marine tour operator running snorkeling, whale watching, and wildlife tours. Competes with Surf N Sea's ocean activity portfolio for the same tourist base.
• Hawaiian Island Surf & Sport: Multi-location Hawaii surf and apparel retailer. Closest direct peer in surf retail assortment and island-based brand-building approach.

Broad incumbents

• Vans: Lifestyle footwear and apparel brand with exclusive collaboration at Surf N Sea. Comparable as a broad surf/action-sports incumbent and brand collaboration partner.
• Atlantis Submarines Hawaii: Established Hawaii marine/submarine tour operator. Broader-scale incumbent in Hawaiian marine experiences overlapping with Surf N Sea's snorkel and diving-adjacent tours.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/surfnsea

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Surf N Sea