Surfdome.com
Surfdome.com was a UK-based direct-to-consumer e-commerce retailer of surf, outdoor, and lifestyle apparel and accessories, founded in 2006. Acquired by BrandAlley in 2023, the company entered administration that April and ceased standalone operations.
- Company typePrivate
- Founded2006
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Surfdome.com does
Surfdome.com was a London-based, direct-to-consumer e-commerce retailer founded in 2006 that specialised in surf, outdoor, and lifestyle apparel and accessories from designer and premium brands. The platform served UK consumers seeking premium surf, skate, snowboard, footwear, and lifestyle products at deep discounts, operating a flash-sale pricing model with markdowns of up to 80% off retail, a 15% first-order incentive via the WELCOME15 code, and free delivery on orders over £100. Distribution ran through an owned storefront, email/newsletter marketing, and a CJ Affiliate publisher programme, with the customer base profiled as UK fashion-conscious, value-oriented consumers purchasing across categories including women's and men's clothing, footwear, accessories, and seasonal sale events.
Following acquisition by BrandAlley — a UK flash-sale e-commerce platform — Surfdome's surf and outdoor-lifestyle inventory was integrated into BrandAlley's broader outlet ecosystem and rebranded as the 'Surfdome UK Sale Outlet' at brandalley.co.uk/surfdome. The deal, however, coincided with the insolvency of the prior corporate group: on 28 April 2023, Surfdome Shop Limited, parent Internet Fusion Group Limited, and four affiliated entities (Internet Fusion Limited, Country Attire Limited, Country Attire Holdings Limited, and Newtyle Trading Company Limited) entered administration, with Tony Wright and Alastair Massey of FRP Advisory Trading Limited appointed as joint administrators. Surfdome's standalone websites were taken offline and customers with undelivered orders were directed to Section 75 claims or chargebacks.
As of the input data, Surfdome Shop Limited is in administration with operating status recorded as 'closed'; the Surfdome brand now exists solely as a sale-outlet channel within the BrandAlley platform, and the company has no disclosed headcount of active operating staff beyond an 11–50 range stated in firmographics. There are no disclosed patents, certifications, AI/ML capabilities, proprietary technology, named enterprise customers, or funding rounds in the source material, and revenue, GMV, and ARR figures are not publicly available. The legal entity remains Surfdome Shop Limited, domiciled in the United Kingdom, with only one named individual in the leadership record — Vinay Bhindi, Head of Finance.
Surfdome.com firmographics
Firmographics- Name
- Surfdome.com
- Legal name
- Surfdome Shop Limited
- Website
- https://surfdome.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Closed
- Headcount range
- 11–50 employees
- Short description
- Surfdome.com was a UK-based direct-to-consumer e-commerce retailer of surf, outdoor, and lifestyle apparel and accessories, founded in 2006. Acquired by BrandAlley in 2023, the company entered administration that April and ceased standalone operations.
- Ownership category
- akta.pro rank
Surfdome.com industry classification
Industry- Product category
- Online Action Sports & Lifestyle Apparel Retail
- NAICS
- Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)
Keywords
Where Surfdome.com is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Surfdome.com business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- E-commerce Sales: Surfdome generates revenue through online retail sales of surf, outdoor, and lifestyle apparel and accessories. The platform operates on a flash sale model with deep discounts (up to 80% off) on designer brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Flash sale discounts on designer brands |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Surfdome.com product offering
Product offeringCore offering
Surfdome was an online retailer selling surf, skate, snowboard, and outdoor lifestyle apparel, footwear, and accessories to UK consumers via a flash sale model offering up to 80% off premium and designer brands. Following acquisition by BrandAlley and the April 2023 administration of Surfdome Shop Limited and parent Internet Fusion Group Limited, the brand's remaining inventory is now sold through the BrandAlley UK Sale Outlet (brandalley.co.uk/surfdome) on a direct-to-consumer basis.
Product overview
Surfdome was an online fashion and surf/outdoor lifestyle retailer operating in the UK market. The company has since entered administration and is now part of the BrandAlley family. Surfdome Shop Limited, along with Internet Fusion Group Limited and related entities, entered administration on 28 April 2023, with operations ceasing and websites becoming non-operational. The brand's remaining presence is now integrated under BrandAlley's platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Surfdome UK Sale Outlet on BrandAlley
Companies that use Surfdome.com
Customer profileSegments1 record
Ideal customer profiles1 record
Surfdome.com technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Surfdome.com partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BrandAlleycoreSurfdome has been acquired by and is now part of the BrandAlley family. BrandAlley is a UK-based flash sale e-commerce platform offering up to 80% off designer brands. This acquisition integrates Surfdome's surf and outdoor apparel inventory into BrandAlley's established flash sales platform.
Recent moves5 records
Expansion highlights2 records
Surfdome.com competitors and assessment
Company assessmentBroad incumbents
- ASOS: Major UK online fashion retailer carrying surf and athleisure brands (e.g., Billabong, Roxy) alongside wider fashion. Comparable to Surfdome on DTC UK e-commerce and surf/lifestyle brand distribution.
- Vans (VF Corporation): Global action sports and skate footwear/apparel brand with significant DTC e-commerce. Comparable as a major action sports brand competing for the same UK surf/skate consumer that Surfdome targeted.
- Decathlon: Global sporting goods mass-market retailer with a strong UK store and online presence. Comparable as a broad sporting goods and outdoor retailer competing for the same UK value-oriented active consumer.
- Zalando: European online fashion and lifestyle platform. Comparable to Surfdome on multi-brand online retail of lifestyle, athleisure, and surf-inspired apparel across Europe.
Regional players
- Tilly's: US action sports and lifestyle specialty retailer. Comparable assortment and category mix (surf, skate, snowboard, lifestyle) but operating in a different geography (US-focused).
Direct peers
- Wiggle (Chain Reaction Cycles): UK-based online sports retailer (cycling, running, swimming, outdoor) operating a DTC e-commerce model. Comparable to Surfdome as a UK online sports/outdoor retailer.
- Mountain Warehouse: UK outdoor and adventure apparel/equipment retailer with broad multi-category assortment. Comparable to Surfdome's outdoor and lifestyle offering and value-oriented UK positioning.
- Footasylum: UK multi-channel action sports and streetwear retailer selling surf, skate, snowboard and lifestyle footwear and apparel. Directly comparable to Surfdome in category mix and UK consumer targeting.
- Snow+Rock: UK specialty retailer for ski, snowboard and outdoor gear and apparel. Comparable to Surfdome's snowboard and outdoor category depth within the UK action sports market.
Others
- Boardriders: Parent company of Quiksilver, Roxy, DC Shoes and Billabong — the brand owner for many of the surf/action sports labels that Surfdome stocked. Comparable as the upstream brand/supplier ecosystem for Surfdome's assortment.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Surfdome.com social profiles
Digital presenceSurfdome.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
Surfdome.com leadership team
Management profileNumber of profiles
Profiles1 record
Surfdome.com funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Surfdome.com M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Surfdome.com
What does Surfdome.com do?
Surfdome was an online retailer selling surf, skate, snowboard, and outdoor lifestyle apparel, footwear, and accessories to UK consumers via a flash sale model offering up to 80% off premium and designer brands. Following acquisition by BrandAlley and the April 2023 administration of Surfdome Shop Limited and parent Internet Fusion Group Limited, the brand's remaining inventory is now sold through the BrandAlley UK Sale Outlet (brandalley.co.uk/surfdome) on a direct-to-consumer basis.
Is Surfdome.com a public or private company?
Surfdome.com is a private company. It is classified as corporate owned and is currently closed.
When was Surfdome.com founded?
Surfdome.com was founded in 2006. It employs 11 to 50 people.
Where is Surfdome.com based?
Surfdome.com is headquartered in London, United Kingdom, in the Europe region.
How does Surfdome.com make money?
One revenue line is on record: E-commerce Sales.
Who are Surfdome.com's main competitors?
Broad incumbents on record are ASOS, Vans (VF Corporation), Decathlon and Zalando. Tilly's is listed as a regional player. Direct peers are Wiggle (Chain Reaction Cycles), Mountain Warehouse, Footasylum and Snow+Rock. Boardriders is listed as an others.
Does Surfdome.com have an API?
No public API is recorded for Surfdome.com.
What industry is Surfdome.com in?
Surfdome.com's product category is Online Action Sports & Lifestyle Apparel Retail. Its primary akta.pro industry code is CRAMABAI, Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories). Its NAICS code is 45911 and its SIC code is 3949.