Surf Accessories brand, RYD has officially opened its doors in Australia. After months of product delays due to the global pandemic, the fun-focussed brand is ready for trade just in time for the southern hemisphere summer.
Based out of Yamba in New South Wales (2 hours south of the Gold Coast), the new Australian website and online store opened its doors for business on December 1. In Australia the main sales focus will be direct to consumer, while looking to partner up with very limited, but strategic bricks and mortar partners in key regions.
Coinciding with the Australian launch is also the brands first integrated global marketing campaign, RYD WITH US, which sums up the heart of the brand – to impact people by positively spreading the stoke of surfing. The brand focuses on fun, family and broad participation – everyone is welcome.
Brand Founder, Barend Buys said the launch of the global campaign and the entry into the Australian market is a long-time dream come true. “Seeing the brand spread its wings globally and start to impact people in a positive way is something we always dreamed about. Seeing it all come to fruition now is a pretty surreal feeling.” Explains Buys.
Global Brand Director and Country Manager for Australia, Brad Bricknell said the culmination of hard work and patience had finally paid off. “2020 has presented so many challenges for everyone, so to see our first brand campaign released to the world and the doors to our online store in Australia swing open, it’s not only exciting, but also a huge relief.” Says Brad.
For Bricknell, the launch was cause for double celebration. “The RYD WITH US campaign is essentially an open invitation to join our tribe.” Brad explains the campaigns reason for being. “It really captures the heart of who we are and what we do, and that’s to spread the stoke of surfing and impact people positively along the way. We focus a lot on fun, family and every level of participation, not just the elite.” Says Bricknell.
“We think this message will also resonate with the Australian market, the existing brands in this space do a great job here in Aus, but we think we have a unique message and point of difference in terms of market position.”
The RYD brand will also entering the UK market in time for the northern Hemisphere Spring/Summer 21 and are currently working on plans to launch in the US market next year. Other territories that have seen success with the brand include New Zealand, Israel, Portugal.
View RYD’s new website and Australian store here: https://rydbrand.com.au
View RYD’s new brand campaign video, RYD WITH US here: https://youtu.be/DfahK_Q7uuI
View how RYD’s using their Instagram feed to communicate the RYD WITH US message here: https://www.instagram.com/rydbrand_global/
About RYD:
RYD is a surf accessories brand that exists to impact people for good by humbly spreading the stoke of surfing. We make quality products, proven by some of the world’s best surfers — while focusing on having the most fun we can in and around the ocean.
More about RYD here: https://rydbrand.com.au/pages/about-us
