Eco-Focused Action-Sports Retail Concept to Expand
On June 18, the Hobie Surf Shop in Laguna Beach, Calif., debuted Green Room, a shop-in-shop concept that stocks eco-friendly, recycled and sustainable products from action-sports brands. A collaboration with the Action Sports Environmental Coalition and anchored by Hobie’s own private-label eco-friendly products as well as those of “green” veteran Patagonia, Green Room occupies 600 square feet of space in the existing Hobie store. Brands represented in Green Room include Volcom, Element, Billabong, Sector 9, Ando & Friends, Arbor, Low Tide Rising and Livity.
Jake Schwaner, Hobie’s general manager, said offering environmentally friendly garments has been a focus for the retailer for several years. Five years ago, Hobie launched a line of private-label organic T-shirts, which has since expanded into other categories of eco-friendly garments. “And, as an industry, the action-sports brands have become more and more involved in ’eco,’” Schwaner said.
The response to Green Room from consumers has been excellent, he said, despite the fact that most garments in the shop-in-shop are priced slightly higher than the items in the rest of the store, Schwaner said. On Sept. 4, Hobie will put its Green Room concept to the ultimate test when it converts one of its San Clemente, Calif., locations to a Green Room. The new Green Room will fill 1,100 square feet and offer products for men, women and children. Hobie’s own eco-friendly line will also expand to include dresses and sweaters for women made from organic and sustainable fibers. “It’s new and exciting, and we are hopeful that it will do well,” he said. —Erin Barajas
