A third-generation Cronulla surf shop has launched an e-commerce platform that’s already attracting customers from Japan, the United States, and Europe, proving that local businesses can compete on the global stage.

South Coast Surf, which has operated from Cronulla Street since 1967, went live with their online store in August and has since processed orders from 15 different countries. Owner Brett Lawson said the international interest has exceeded all expectations.

“We thought we’d maybe sell a few boards to people who’d visited Cronulla on holiday and wanted to stay connected,” Lawson explained. “Instead, we’re getting orders from surfers in California who’ve never been here but somehow found us online.”

Digital Transformation Journey

The transition to e-commerce wasn’t straightforward. South Coast Surf had operated with handwritten receipts and a paper ledger until 2019, when Lawson’s daughter Sophie returned from university and pushed for modernisation.

“Dad was resistant at first,” Sophie admitted. “He kept saying ‘we’ve done fine for 50 years without computers.’ But COVID changed everything. When we had to close the physical shop, we had no way to reach customers.”

The family invested approximately $35,000 in the digital transformation, including point-of-sale systems, inventory management software, and the e-commerce platform. The investment was supported by a Business NSW small business grant.

What’s Selling Internationally

International customers are particularly interested in Australian-made boards and locally designed apparel. The shop’s house brand, developed in collaboration with local shapers, has found unexpected popularity in Japan’s growing surf scene.

“Japanese customers appreciate the craftsmanship,” said Lawson. “They ask detailed questions about the shapers, the materials, the process. They’re not just buying a board; they’re buying a piece of Australian surf culture.”

Shipping logistics required careful planning. Surfboards are notoriously difficult to ship internationally due to their size and fragility. The shop partnered with a specialist freight company and invested in custom packaging.

Maintaining Local Identity

Despite the global expansion, Lawson insists the shop remains firmly rooted in Cronulla. Staff still perform the same services they always have: board repairs, wax recommendations, honest advice about conditions.

“We’re not trying to be Amazon,” he said. “We’re still the shop where you come in sandy and barefoot after a session. The online stuff is extra, not a replacement.”

The physical store has actually benefited from the online presence. International customers who visit Sydney often make the trip to Cronulla specifically to see the shop in person.

Future Plans

The family is now exploring live video consultations for international customers considering custom board orders. They’re also working on content showing local surf conditions and the Cronulla surfing community.

“My grandfather started this shop because he loved surfing and wanted to share that with people,” Lawson reflected. “Technology changes, but that mission stays the same. We’re just sharing it with a bigger audience now.”