Westfield Marion's iconic surf store has a new identity


Westfield Marion's iconic surf store has a new identity

When Simon Reeve decided that his surf lifestyle and fashion store needed a little more personality, he got in touch with local designer Anthony Cirocco. Together they created one of the most distinctive shops in Westfield Marion, with a giant fibreglass beach scene sitting above centuries old timber pylons that were salvaged from a storm-damaged jetty.

That was in 1997, Simon’s son Greg was just out of high school and the store was known as JR’s Surf & Ski. “Back then you had to go through someone established to stock the big brands,” the younger Reeve explains, and the result was a licensing agreement with JR’s. Despite the name, it’s always been a family business, a factor that Reeve says has helped them to adapt to a fast-changing retail environment. “Being family owned and operated gives us the flexibility to be able to turn things around a lot quicker, whether it be a simple customer order or a big name campaign.”

When most of his family moved to Queensland about a decade ago, taking over the store was too good an opportunity to pass up. Since then he has looked at ways to put his own stamp on the business that he now runs with his wife Kate, and on October 1 last year they officially re-launched as Weekends Surf Co. The original shopfront display is still there and it’s business as usual inside the store with a range of fashion items alongside essentials like wetsuit and ski wear. And among the famous logos from all over the world, you can now spot Weekends’ own branded products with the new name and logo, which have been selling well.

Reeve has also been quick to appoint brand ambassadors including up and coming surfer Khi Williams. “We try to give back to the roots of the surfing community,” he says. “So we get involved a little bit with the South Coast Boardriders and support some annual events like the Yorkes Classic.”

Words by Alex Buxton-Collins