Shop Profile, Magic Quiver Surfshop, Ericeira, Portugal
Shop Name: Magic Quiver Surfshop
Location: Ericeira, Portugal
Age of Shop (years trading): 7 months
Brands Stocked: Rhythm, Vans, Hippy Tree, The Critical Slide Society, TwoThirds, Rake, Nineplus, surfboards by: Josh Hall, Ryan Lovelace, Jeff Mccallum, Neal Purchase jnr, Wavegliders, Addiction, Von Sol, Flama
What percentage of your sales are from online business compared to your in-store sales?
Varies… On clothes, 10 to 15%, on surfboards: over 50%
What are the benefits of having a physical shop over simply having an online store?
With a physical shop, selling clothes it’s much easier and that’s where the money is. Online works better for technical material. Works great also as a showroom for the online business.
What makes your store different and in what ways does your store excel beyond your competition?
The concept, nothing like this in Portugal. Magic Quiver offers small independent brands, quality and design and not big names. From the products, to the decoration and atmosphere, it’s all new and fresh.
What trends do you see upcoming?
Rhythm is still growing fast, Critical Slide also. Deus is getting to Europe also. A lot of cool stuff happening in the surf industry.
What kind of advice can you give other independent retailers who are trying to compete against the big box megastores?
Find opportunities in new markets, new products, work hard on promotion. Finding the right partners is also important. Don’t forget to use the internet, a lot!
Which up and coming brand do you hope to stock in the future?
Have my secrets! Next summer there will be some new stuff coming in.
What are you doing to pull people into your store?
Events, art exhibitions, parties, staying busy on promotion.
How confident are you for the coming winter?
Hoping the best, working hard for it.
How’s the local market these days?
Slow, economy is really bad right now, all shows selling less than past years.
What have been the best three selling categories for you in the last 12 months?
T’s, surfboards and shoes
Please tell us of any upcoming initiatives your shop has planned? (events, signings, re-vamps etc…)
New art exhibition coming up in December and starting some movie screenings.
