Hansen’s Changes Brand Mix on Floor as Surf Industry Evolves

Hansen's, one of the highest-volume shops in the surf industry, does not often make big adjustments to its brand mix. But that has changed lately, and CEO Josh Hansen talked with SESO about why he has recently made some major brand decisions, and why he is excited about the independent brands that are starting to move the needle.

Published: April 14, 2025By Tiffany Montgomery

Katin, Outerknown, and Florence at Hansen Surfboards in Encinitas, Calif.

The surf industry has been wondering when the medium-sized brands would start to gain more real estate in stores given the duress the former Boardriders brands have been under for several years and the subsequent fallout, including continual liquidation sales and missed shipments.

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Posted in: Executive Edition

Tagged with: Florence, Hansen Surfboards, Josh Hansen, Katin, Rhythm