Retailer Profile: ATS Surf Shop, France

ATS SURF SHOP

RETAILER PROFILE

ATS SURF SHOP, FRANCE

Xavier Auffrey from ATS surf shop took some time to talk with us about his current shop setup. A store that expresses the surf culture of Brittany with roots going back into the 1990s. Offering customers a wide range of brands and unique shapes out of their own shape shop. We caught up with him to see how summer business went and how he perceives current economic challenges.

Please tell us about your store’s history.

ATS surf shop is frst and foremost a 100% technical store concept with its own shaping workshop ATAO surfoards. It’s been almost 30 years since ATS surf shop exists. One of the frst surf shops of the peninsula of Quiberon and even of Britany. Today ATS is 3 stores, 2 stores in Plouharnel, the surf shop and a textle and skate store, and another textle store in Carnac plage. We simply try to convey the surf culture by getng out of the clichés.

How has business been this summer vs last year? Do you had more local customers or tourists this season?

This summer was not easy. The lack of waves was felt for the board and wetsuit equipment, and the economic situaton didn’t help us either. The textle business worked well.

Any interestng hot categories, brands or styles this summer? What have been the standouts?

Despite the rising infaton rates at all suppliers, foam boards by Catch surf sold very well. The very high temperatures in July boosted the sales of shorty wetsuits and lycra as well.

Have you notced many price increases from manufacturers so far?

All suppliers have had to review their price list, especially products from Asia, because of the increase in raw materials and especially shipping costs.

Have you started working with any new brands in the shop to make up for supply shortages with others?

We’ve always had a wide range of brands for customers, so we haven’t had to bring in new brands.

The fuel prices are stll high, what do you think that will spell for boardsports for the next 12 months?

I think it will impact atendance. Customers living 1 - 1H30 away from the spot will limit their sessions, and indirectly their visit to the surf shop. The fuel budget will inevitably dip into the leisure budget.

Which brands and products have you had the best success with in the past 2 seasons?

It depends on the department and the season, in neoprene accessories the Solite bootes are always on the top of the sales charts in winter. In performance boards, we don’t invent anything, Al Merrick is always ahead of the others. In beginner boards, Torq boards and Catch Surf boards are very well sold. We also sell our own brand ATAO surfoards very well.

How much of your business is done online?

I don’t have a precise fgure but we are not online sharks, and we don’t want to be. We sell a litle on our website but we use it a lot as a showcase.

Are you doing anything innovatve to give your consumers unique products/experiences?

As I said we have our own shape shop and we ofer shapes that we don’t see anymore or very litle. Bonzers, stngers, diferent type of twin, original mid-lenght and atypical longboards. I invite you to visit our website!

What are you hoping/expectng to see in product lines from brands for 22/23?

Carry-over, smaller lines, more newness… In order to clean up the rather large inventory, it is true that some carry-overs would be welcome, but to get customers excited about the material, novelty is not to be put aside either.

What marketng tools are you using to keep your shop name out there?

Today social networks are inevitable to communicate with customers. They allow us to inform them about news, events, commercial ofers or to share the universe of the brands we work with.

What do you predict for the future of surfoard retail?

Ha Ha, if only I knew! I think that afer the last two years of the covid, and the prices that have increased on some products, we will have to wait maybe 2 or 3 more seasons to fnd a cruising rhythm. In the meantme we will all have to adapt as best we can.