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May 25, 2021
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Hurley opens first New Jersey store in Asbury Park

Published
May 25, 2021

Californian surf brand Hurley has opened its first East Coast location outside of Florida in Asbury Park, New Jersey.


Hurley was acquired by Bluestar Alliance in 2019 - Instagram: @hurley

 
Located at 1183 Main Street, Asbury Park, at the corner of Main Street and Fourth Avenue, the brand’s debut New Jersey store measures 2,500 square feet.
 
It is hoped that the location will become “an action sports hub in NJ” and there are already plans to host community events at the store, such as live music shows and art installations, as well as appearances from athletes, including Olympic surfers such as Kolohe Andino and Carissa Moore.

“Asbury Park is the perfect choice for Hurley’s East Coast flagship store—a culturally diverse beachfront community with crowded summers and year-round residents,” said the brand in a statement cited by the Asbury Park Press. “This is Hurley’s first store on the East Coast, outside of Florida, and we strategically chose a freestanding store in a great coastal town that has a history in surf, skate, music, and art—the four pillars on which Hurley was founded.”
 
Costa Mesa, California-based Hurley currently operates 34 stores and, following Asbury Park, the company plans to open a further six locations this year.
 
Founded in 1999, Hurley was acquired by Nike in 2002, before being sold on to Bluestar Alliance in 2019. In addition to Hurley, Bluestar owns a broad portfolio of brands including Bebe, Tahari, Brookstone, Nanette Lepore and Joan Vass.
 
Although its roots are firmly planted in surf culture, Hurley has become a fully-fledged action sports lifestyle brand over the years and also sells apparel and accessories for activities such as skating, snowboarding and skiing.
 
Hurley’s Asbury Park store will hold its grand opening, featuring members of the Hurley surf team, on June 27.

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