City Beach Fremont

What City Beach Fremont does

City Beach is an Australian privately-held multi-brand retailer specializing in beach, surf, skate, and street apparel and accessories, operating e-commerce storefronts across Australia, the United States, New Zealand, and the United Kingdom alongside physical retail stores in Australia. The company is legally organized as Fewstone Pty Ltd (ACN 010 496 465) as trustee for the City Beach Trust (ABN 11 885 795 792), headquartered in Queensland, Australia, with no disclosed external institutional investors. The product portfolio spans nine major categories covering women's, men's, and kids' swimwear, clothing, footwear, accessories, boardsports, and beauty, combining major international brands (Nike, Billabong, adidas, Roxy, Rip Curl, Vans, Crocs, Havaianas, New Era) with four proprietary private label brands (Ava & Ever, Mooloola, Topanga Swim, Kaiami Swim).

The business operates on a direct-to-consumer model with revenue generated from individual unit-priced product sales ranging from approximately $14.99 to $159.99, supplemented by promotional campaigns including "2 For Deals" and "Buy 1 Get 1 50% Off" (BOGO50). The technology infrastructure runs on Salesforce Commerce Cloud/Demandware with multi-regional storefronts, Google Payments integration for the US market, click-and-collect pickup, and Buy Now Pay Later partners (Afterpay, Sezzle, Klarna). Marketing is executed across Instagram, TikTok, Facebook, YouTube, Pinterest, email newsletters, seasonal lookbook content, US press placements (LA Weekly, OK Magazine, Digital Journal, The Daily Front Row, New York Weekly), and a student discount program. The primary customer segment is young adults, teenagers, and active lifestyle consumers interested in Australian surf culture and beach fashion, with a secondary gift-buying use case; no B2B customers, named enterprise accounts, or contract-based revenue streams are present in the data.

Name

City Beach Fremont

Legal name

Fewstone Pty Ltd (ACN 010 496 465) as the trustee for City Beach Trust (ABN 11 885 795 792)

Website

https://citybeach.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

City Beach is an Australian privately-held multi-brand retailer of beach, surf, skate, and street apparel and accessories, operating e-commerce across four countries and physical stores in Australia, serving young adult and teen consumers with both international brands and proprietary private labels.

Ownership category

akta.pro rank

Product category

Beach & Surf Apparel Retail

NAICS

Sporting Goods Retailers (45911)

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

Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ), Swim & Surf Performance Wear (CRAAAEAG)

Keywords

• Swimwear retail
• Surf apparel
• Beach fashion
• Boardsports gear
• Streetwear clothing

Headquarters

HQ city

Fremont

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Product Sales: Revenue generated from direct retail sales of apparel, swimwear, footwear, and accessories through e-commerce and physical store locations. Products are sold at individual item prices with promotional pricing including BOGO50 deals and sale items.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

City Beach Fremont is an Australian-rooted direct-to-consumer retailer selling swimwear, surf, skate, street, and fashion apparel, footwear, accessories, and boardsports equipment through multi-regional e-commerce storefronts (US, AU, NZ, UK) and physical retail stores. The product mix combines third-party boardsports and athletic brands (Billabong, Roxy, Rip Curl, Nike, adidas) with proprietary private label brands (Ava & Ever, Mooloola, Topanga Swim, Kaiami) targeted at women, men, and kids.

Product overview

City Beach Fremont is an Australian e-commerce retailer operating in the US market, specializing in swimwear, surf, skate, street and fashion apparel. The platform offers a comprehensive multi-category product portfolio spanning women's, men's and kids categories, including core offerings of swimwear, clothing, footwear, accessories and boardsports equipment. City Beach carries major international brands (Nike, Billabong, adidas, Converse, Rip Curl, Vans, Crocs, Roxy, Havaianas, New Era) alongside proprietary private label brands (Ava & Ever, Mooloola, Topanga Swim, Kaiami). The company operates as a single e-commerce platform with Demandware (Salesforce Commerce Cloud) powering the storefront.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Swimwear Bikinis, one pieces, board shorts, rash vests, sarongs, wetsuits and surfsuits designed for women's beach and surf activities, available across women's swimwear categories.
• Men's Swimwear Board shorts, rashies, swim briefs, wetsuits and surfsuits for men's beach and water sports.
• Women's Clothing Tops, bottoms, dresses, activewear, denim, jackets, jumpers, knitwear, linen blend, intimates, playsuits and jumpsuits for women's casual and lifestyle wear.
• Men's Clothing Linen blend, shorts, tops, t-shirts, activewear, denim, hoodies, jackets, knitwear, shirts and underwear for men's casual and lifestyle wear.
• Kids Clothing Girls and boys clothing including tops, bottoms, dresses, denim, jeans, outerwear, underwear and sleepwear.
• Footwear Sandals, sneakers, flip flops, boots, slides, slippers, and Crocs for women, men and kids across the multi-regional storefronts.
• Accessories Bags, eyewear, headwear, belts, bottles, jewelry, wallets, tech accessories, travel accessories and beach accessories for women, men, and kids.
• Boardsports Skateboards, scooters, surf gear and protective equipment across women's, men's, and kids categories.
• Ava & Ever City Beach's own private label brand offering women's accessories, wallets, bags, and travel accessories with exclusive designs such as the Cora Wallet and Martina Duffle Bag.
• Mooloola City Beach's own beach and swimwear-inspired private label brand for women featuring wallets, bags, and clothing.
• Topanga Swim City Beach's proprietary swimwear brand featured across the seasonal lookbook collections.
• Kaiami Swim City Beach's proprietary swimwear brand featured across the seasonal lookbook collections.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core, major, exclusive and support.

• BillabongcoreOthersMajor boardsports brand partner. City Beach stocks extensive Billabong product lines including wallets, travel bags, beach accessories, and swimwear. Billabong products appear prominently in product catalogs with exclusive designs and patterns.
• NikecoreOthersMajor athletic brand partner. Stocks Nike Brasilia luggage and travel bags, running bum bags, heritage waist bags, and athletic wear. Products range from $40-$159.99.
• adidasmajorOthersAthletic brand partner offering adidas Linear Duffle Bags and athletic travel accessories in the $46 range.
• RoxycoreOthersQuiksilver's women's brand partner. Stocks Roxy wallets, coin purses, travel wallets, and beach accessories with tropical and surf-inspired designs.
• Rip CurlmajorOthersAustralian surf brand partner. Stocks Rip Curl surf wallets, RFID travel wallets, makeup cases, and 32L duffle bags.
• MooloolaexclusiveOthersAustralian beach fashion brand offering wallets, duffle bags, travel bags. Appears to be a brand with exclusive or strong partnership presence on City Beach platform.
• Ava And EverexclusiveOthersExclusive brand partner offering wallets, duffle bags, crossbody bags. Products like the Cora Wallet and Martina Duffle Bag are highlighted as exclusive offerings.
• Givex CorporationsupportOthersGift card program partner. Online Gift Cards are issued as part of a contractual agreement between Givex Corporation and Fewstone Pty Ltd for the distribution of gift cards.
• Afterpay, Sezzle, KlarnasupportOthersBuy Now Pay Later payment partners integrated into checkout. These payment options enable customers to pay in installments, supporting conversion and average order value.

Scale indicators1 record

Expansion highlights5 records

Direct peers

• Volcom: Surf, skate, and snow lifestyle apparel brand with global direct retail — comparable multi-category boardsports and streetwear positioning to City Beach's boardsports and street assortment.
• Quiksilver: Global surf and boardsports apparel retailer covering men's, women's, and kids categories — directly comparable as a multi-region multi-category surf lifestyle brand competing for the same customer.
• O'Neill: Heritage surf brand selling wetsuits, swimwear, and surf lifestyle apparel globally — directly comparable core surf/wetsuit and beach apparel offering to City Beach's swimwear and boardsports categories.
• Rip Curl: Australian surf brand selling wetsuits, swimwear, and surf lifestyle apparel through its own global e-commerce and retail stores — directly comparable as a multi-regional Australian surf brand and City Beach supplier.
• Billabong: Iconic Australian surf brand that operates both wholesale and direct retail of surf apparel, swimwear, and accessories — directly comparable as a multi-channel Australian-origin surf lifestyle brand and one of City Beach's key supplier partners.
• SurfStitch: Australia-headquartered online surf and beach lifestyle retailer — directly comparable multi-brand surf e-commerce model, similar Australian heritage, and overlapping category mix.
• Hurley: Nike-owned surf and beach lifestyle brand selling swimwear, apparel, and accessories — directly comparable brand and category overlap with City Beach's surf apparel and swimwear assortment.
• RVCA: Surf-influenced streetwear and active lifestyle brand with global retail — comparable positioning at the intersection of surf, street fashion, and boardsports lifestyle that City Beach targets.
• PacSun (Pacific Sunwear): US-based specialty retailer of surf, skate, and street apparel and accessories — directly comparable as a multi-brand youth beach/lifestyle retailer operating in the same product categories and customer demographic as City Beach.
• Roxy: Quiksilver-owned women's surf and beach lifestyle brand with global e-commerce — directly comparable to City Beach's women's swimwear and surf apparel offering, and a current supplier partner.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/citybeach
• Facebookfacebook.com/CityBeachFremont
• Instagraminstagram.com/citybeachaustralia
• TikToktiktok.com/@citybeachofficial?lang=en
• Pinterestpinterest.com.au/citybeach
• Xx.com/city_beach
• LinkedInlinkedin.com/company/citybeach

Revenue estimate

Valuation estimate

Number of profiles

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 City Beach Fremont