Rewind 7 years to a backyard garage operation in Sydney’s Northern Beaches, and who would’ve guessed that Lex Pedersen and Justin Cameron’s pipe dream was set to become Australia’s largest online retailer and the world’s largest online action sports and youth apparel retailer. It’s a bit of a mouthful, but you get the picture – We’re the go-to for contemporary surf and fashion brands.


It was back in 2008 that the two surfing mates saw a gap in the market, with local surf shops lacking in range, style and size. Now, with over 20 years industry experience, a passion for customer service and one of the strongest product knowledge backgrounds in the industry, Lex and Justin have brought to life a unique Australian surf experience. From the very first order, the duo has been the driving force behind SurfStitch, providing shoppers from around the world with a high quality and unique experience.

Since the boys’ humble beginnings, SurfStitch has become home to over 20,000+ products and 600+ brands – it made the move from their garage overflowing with stock to a large warehouse at Burleigh Heads in sunny Queensland a no-brainer.


And, it gets bigger. In 2012, SurfStitch went global and launched operations in Europe, and have also recently acquired the North American online retail platform, Swell.com. Both our European base on the coast of South-West France and North American base in Southern California offer the same leading customer service that won the Best Pure-Play Online retailer in 2011, 2012 and 2014 at the ORIA Awards. And that’s far from the end of the SurfStitch fairytale.


"When Lex and I launched SurfStitch we had aspirations of creating an engaging, creative and accessible platform for street and fashion conscious individuals. To date we think we have achieved this goal. What we didn't realise was the level of demand for the products we had on offer, and the global opportunity - in the first year alone we had over 10% of our traffic from international markets. We have steadily managed this growth and have taken the opportunity to leverage our unique offering in Europe, and more recently the US. It's obviously extremely rewarding to see where we have come from. Although, to be honest, we have never really had time to look back and digest the scale. Now, we have even bigger ambitions for SurfStitch and even more energy and excitement than we had in 2008. It will continue to be exciting times at SurfStitch."
- Justin Cameron, Founder.

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