Hobie Retail co-owner Jake Schwaner says that even though retail has been challenging in recent years, it’s really what you make of it.
“It’s how you handle changing industry trends, changing demographics, mood swings in our customers, keeping your eye on innovation, hiring the best of breed for the team, and maintaining your store to keep it fresh to provide a memorable experience for our guests,” Schwaner said.
That’s why Hobie, in collaboration with Vissla and Florence, has opened a new 5,000 square-foot store in the vibrant River Street Marketplace in San Juan Capistrano’s (SJC) Mission neighborhood.
The Florence section. Photo courtesy of Hobie.
“We sat around The Embassy Room, a tiki bar we have in our warehouse, and realized we had all the boxes checked,” Schwaner said. “With that said, we have been keeping our eyes on the new project in River Street, SJC. And the stars lined up and we said, ‘Forward without fear.’”
Hobie is in good company at its new location, which also has restaurants, a bar and brewery, and shops featuring local artisans.
The Vissla section. Photo courtesy of Hobie.
“[There are] communal tables for outdoor dining, farm-inspired architecture and a California native landscape palette that pays homage to the history of the site and San Juan Capistrano’s historical charm,” Schwaner said. “We knew it would be cool, so we said, ‘It’s go time.’”
Partnership with Vissla and Florence
The new store at 31896 Paseo Adelanto, Suite 106, is a collaborative effort with brands Vissla and Florence.
The Patagonia section. Photo courtesy of Hobie.
“We have been watching the industry change for years and have always tried to clear our own path for what we see as the way forward to keeping things unique and special,” Schwaner said. “We have been working with both Vissla and Florence for years and their ethos aligned perfectly with ours.”
In addition to its extensive retail offerings, Hobie will also continue its community engagement efforts by hosting events that celebrate surf culture, environmental sustainability, and outdoor adventure. Fragile Ocean, Velzy and San O Boardriding will always be a presence in the store, Schwaner said, and Hobie also works with Patagonia, Katin, Brixton, Iron and Resin, Dandy Del Mar, Rhythm, Roark, Z Supply, Pendleton, Howler Brothers and more.
Photo courtesy of Hobie.
The new store also carries some longboards and mid-length boards, and special collaborations with Velzy, Dano Forte, Adam Davenport, and Hoffman fabrics.
Future Outlook
While the store is now open, the grand opening party is still to be announced, and with Hobie’s 75th anniversary coming up soon, look out for more celebrations and innovative products in the new year.
In the meantime, Schwaner said it’s fun trying to figure out how best to navigate the rapidly changing surf industry. He’s staying focused on what he can control, which is the experience in the stores.
“Change is a huge part of life and you have to stay current, wise, relevant, and be flexible to change on the spot,” Schwaner said. “Sail your own ship, fill it with the best people possible and know where you are going.”
