Hart Beach

What Hart Beach does

Hart Beach is a Dutch family-owned beach lifestyle operator founded in 1971 in Scheveningen by Etsko Schuitema, now run by his sons Paul and Romke Schuitema as a second-generation family business. The company runs an integrated four-vertical platform at two beachfront locations: a multi-brand surf retail shop (flagship Hart Beach Haven store and a Quiksilver Roxy store at Strandweg), the Hart Beach Quiksilver Surfschool (the first surf school in the Netherlands, operating since 1990), a year-round beachfront restaurant with wood-fired pizza and its own craft beer line brewed by vandeStreek, and a corporate events venue (Bedrijven) hosting groups of 10 to 150 persons with Green Key Gold sustainability certification.

The retail platform carries 2,700+ SKUs across surfboards, wetsuits, clothing, skate, and lifestyle products from brands including Quiksilver, Roxy, Billabong, Rip Curl, O'Neill, Torq, Channel Islands, Firewire, and the proprietary Hart Collecties own label. E-commerce runs on Shopify with same-day shipping before 2 PM, free Dutch shipping over €60, and dispatch to 14 European countries. Operations are supported by off-the-shelf SaaS — Vikingbookings for surf school reservations, MICE Operations for corporate event quoting, and WaiterPro for restaurant reservations.

The business monetizes through one-time retail transactions (€12-€1,599 SKUs), recurring surf lesson subscriptions and camps, pay-as-you-go restaurant covers, usage-based equipment rental (surfboards, wetsuits, skateboards), quote-based corporate event contracts, and gift cards (Cadeaubon) redeemable across all verticals. Customer segments span surf enthusiasts, beach-loving families, children in surf camps, lifestyle consumers, and corporate groups; the go-to-market combines direct-to-consumer retail, community-led growth via WhatsApp and social channels (Facebook, Instagram, YouTube, TikTok, LinkedIn), and event-driven marketing through surf camps, women's beach days, and brand co-marketing with ROXY and The Curve Club.

Name

Hart Beach

Legal name

Hart Beach

Website

https://hartbeach.nl

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

51–100 employees

Short description

Hart Beach is a family-owned Dutch beach lifestyle operator in Scheveningen running an integrated platform of surf retail, surf school, beachfront restaurant, and corporate events under the Quiksilver and Hart Collecties brands. It serves surf enthusiasts, families, and corporate groups across physical stores and a 14-country European e-commerce storefront.

Ownership category

akta.pro rank

Product category

Surf Lifestyle Retail & Beach Services

NAICS

Fitness and Recreational Sports Centers (713940), Recreational Goods Rental (532284)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Surf Schools & Surf Camps (THAAAKAC)

akta.pro secondary industries

Surf & Beach Sports Retail (Surfboards, Bodyboards, Skimboards) (CRAMAIAE), Marine Recreation Rentals & Tours Retail Counter (On-site Sales) (CRAMAIAM), Surfing & Kitesurfing Experiences (Lessons, Camps) (THAJAJAJ), Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

Keywords

• Surf school lessons
• Surf equipment retail
• Beach lifestyle apparel
• Surfboard sales
• Corporate event venue

Headquarters

HQ city

Scheveningen

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Surf Retail (Surfshop): Sale of surfboards, wetsuits, surf accessories, clothing, and lifestyle products through physical stores and online e-commerce platform. The shop offers products from multiple international brands (Quiksilver, Roxy, Billabong, Rip Curl, O'Neill, etc.) as well as their own Hart collection.
2. Surf School Lessons: Surf lessons for kids, adults, and groups offered year-round. Includes surf camps during school holidays. Certified instructors provide lessons at all skill levels.
3. Restaurant (Food & Beverage): Beachfront restaurant serving breakfast, lunch, and dinner with seasonal menu featuring pizza from wood-fired oven, burgers, salads, and snacks. Also serves their own branded beers brewed by vandeStreek.
4. Corporate Events & Teambuilding: Corporate event venue for groups of 10-150 persons. Services include meetings, team building activities, company dinners, and parties.
5. Equipment Rental: Rental of surfboards, wetsuits, and skateboards for customers who don't have their own equipment or are discovering if surfing is for them.
6. Gift Cards (Cadeaubon): Gift cards available in various denominations (€10 to €155) that can be spent across all Hart Beach outlets: surfshop, restaurant, and surfschool.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Hart Beach is a multi-faceted beach lifestyle company operating an integrated ecosystem of surf retail (multibrand surfshop offering surfboards, wetsuits, accessories, and beachwear), surf education (surf lessons, surf camps, and board rental via the Quiksilver Surfschool), and hospitality (beachfront restaurant serving breakfast, lunch, and dinner with own-brand craft beers). The company also offers corporate event services for groups of 10 to 150 persons. Operations run 365 days per year across two physical locations in Scheveningen and a full e-commerce platform.

Product overview

Hart Beach is a multi-faceted beach lifestyle company operating since 1971, offering an integrated ecosystem of surf retail (Surfshop with 2749+ products), surf education (Quiksilver Surfschool), and hospitality (Restaurant) services. The company operates a multi-format retail presence with a flagship multibrand store at the harbor, a Quiksilver Roxy beach store, and a full e-commerce platform. The product portfolio includes surfboards and hardware, wetsuits, clothing, accessories, and own-brand Hart Collecties merchandise. Adjacent services include corporate events (Bedrijven), surfcamps, board rental, a 4K live surf webcam, and restaurant operations featuring wood-fired pizza and proprietary craft beers. Gift cards (Cadeaubonnen) are valid across all business units.

Differentiator

Problem solved

Functional benefit

Brands

• Hart Collecties: Hart Beach's own label collection featuring clothing, accessories, and beach lifestyle products
• Hart Beach Restaurant
• Hart Beach Events

Products and services

• Surfshop (Multibrand Surf Retail) Multi-brand surf retail store offering surfboards, wetsuits, surf accessories, beachwear, and lifestyle products from brands such as Quiksilver, Roxy, Billabong, Rip Curl, O'Neill, Torq, Channel Islands, Firewire, Lost, Pukas, plus the own Hart Collecties brand. Operates a flagship store at Vissershavenweg (Haven) and an online shop with over 2,700 products.
• Surfschool (Surf Lessons) Surf lessons for kids, adults, and groups offered year-round with certified instructors holding lifeguard diplomas. Operated as Hart Beach Quiksilver Surfschool. Covers all skill levels from beginner to advanced.
• Hart Beach Restaurant Beachfront restaurant open 365 days per year (08:00 to 00:00), serving breakfast, lunch, and dinner with a seasonal menu featuring wood-fired oven pizza, burgers, salads, and snacks. Serves own-brand craft beers brewed by vandeStreek (Tiger Shark IPA gluten-free, Great White Weizen organic, Hammerhead Tripel, Whale Shark Blond non-alcoholic).
• Hart Beach Bedrijven (Corporate Events) Corporate event venue and teambuilding services for groups of 10 to 150 persons. Offers meeting rooms with sea views, team building activities, company outings, and business dinners. Boardroom seats up to 16 persons; side terrace seats up to 60 or 80 theater/standing. Holds Green Key Gold sustainability certification.
• Surfcamps Multi-day surf camps for children during school holidays, providing full-day supervised surfing activities with certified instructors. Includes surf lessons, equipment, and meals as part of the program.
• Board Rental Complete surfboard, wetsuit, and skateboard rental service for customers without their own equipment or those testing the sport before purchase. Includes protective gear for skate rentals.
• Hart Beach Cadeaubon (Gift Cards) Gift vouchers available in denominations from €10 to €155 (€10, €15, €20, €21.50, €25, €37.50, €50, €70, €100, €150, €155), redeemable across all Hart Beach outlets: surfshop, surfschool, restaurant, and beach. No expiration date.

Quantifiable outcome

• 14-day return policy for all purchases
• +3 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Partnerships

Four partnerships are on record, tiered core and minor.

• QuiksilvercoreChannel Partner/ Reseller/ DistributorHart Beach operates an official Quiksilver Roxy store at their beachfront location, selling Quiksilver and Roxy branded surf and beach lifestyle products. The surf school operates under the Quiksilver branding as 'Hart Beach Quiksilver Surfschool'.
• vandeStreek BiercoreStrategic or Co-development PartnerLocal craft brewery that produces Hart Beach's private label beer collection. Four signature beers: Tiger Shark IPA (gluten-free), Great White Weizen (organic), Hammerhead Tripel, and Whale Shark Blond (alcohol-free). Beers are served exclusively at the Hart Beach restaurant.
• ROXYminorGTM or Marketing PartnerCollaboration for women's beach day events. ROXY partners with Hart Beach and The Curve Club to host surf and Pilates events targeting female customers.
• The Curve ClubminorGTM or Marketing PartnerFitness studio partnership for combined surf and Pilates beach day events. Provides Pilates instruction during collaborative events with Hart Beach and ROXY.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Rip Curl: Global surf brand whose products Hart Beach stocks and competes with via its own retail. Larger surf brand with own DTC operations across Europe, comparable consumer base.
• Billabong: Global surf lifestyle brand and one of the brands that Hart Beach retails. Comparable as a surf lifestyle brand and competitor for the same end consumer, though at vastly larger scale and via DTC channels.
• Blue Tomato: One of Europe's largest surf, skate, and snowboard omnichannel retailers with a much broader geographic footprint and SKUs in the thousands. Comparable product assortment to Hart Beach's online surfshop but at significantly larger scale.

Direct peers

• Surf & Sun: Dutch surf school and surf camp operator competing for the same lesson and rental customer base along the North Sea coast. Comparable in scale, service mix, and target segment.
• Soulsurf School: Direct competitor Dutch surf school offering lessons, camps, and rentals at Dutch beaches. Closely comparable to Hart Beach Quiksilver Surfschool on product, target customer, and geography.
• Boardshorts.nl: Dutch e-commerce specialty retailer focused on surf, beach, and board sports apparel and equipment. Direct competitor in the same Dutch surf retail category and overlapping customer base.

Regional players

• Bloemendaal aan Zee Beach Club concept: Year-round Dutch beach club combining F&B, events, and lifestyle retail on the North Sea coast. Comparable integrated beach lifestyle destination model to Hart Beach.
• Waverider Surf School Scheveningen: Another surf school operating in Scheveningen, directly overlapping with Hart Beach on location and offering. Geographic overlap makes it a direct local competitor for surf lessons and rentals.
• Pier 16 Beach House: Beachfront restaurant and event venue concept in Scheveningen operating at the same beach as Hart Beach. Overlaps on the restaurant and corporate events verticals and on location.

Emerging players

• Surf.nl (the online surf magazine and shop): Dutch surf media platform with associated retail, serving the same Dutch surf community and customer base as Hart Beach. Adjacent in the surf lifestyle ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Hartbeach
• Facebookfacebook.com/Hartbeach
• LinkedInlinkedin.com/company/hartbeach
• Instagraminstagram.com/hartbeachsurf
• TikToktiktok.com/@hartbeachsurf
• Xx.com/hartbeach

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Hart Beach