We have a small surf shop integrated within the cafe section of the F&B. 

The cafe design is inspired by Japanese Listening bars (Tokyo / Kyoto) with their vinyl record players, artwork and homely feel. The Retail design is inspired by Mollusk surf shop (California) with its plywood walls and earthy feel. 

It’s a small photogenic space with high foot traffic. Everyone sitting in the cafe looks at the Retail and everyone has to walk through the Retail to get to / from the restaurant out back. In addition to our own brand, X by ANALOG, we’ll sell a range of small independent labels, such as Maurie & Eve, LuvLou, and Surfers Journal. 

Retail allows us to upsell our F&B customers and sell to external customers. Retail also allows us to build a compelling brand story, not possible with pure F&B. Retail allows us to elevate our label and test demand for our Label on the shelf. Over time if the Retail outgrows the space, it’s easy to rent shops nearby to scale. Likewise once the brand is established it’s easier to sell Online in overseas markets such as Australia and California.