When you think of surfwear and board‑short brands that have made waves for over five decades, Rip Curl is right near the top of the list. From humble beginnings in Australia to global reach, the brand has become synonymous with surfing lifestyle and beach culture. In this article we’ll explore the history and growth of Rip Curl, look at whether it’s going out of business, examine its current strategy, reflect on what it was most famous for, check on store closures, estimate how much the company is worth, and consider its future prospects.
History and Growth of Rip Curl
In 1969, Doug Warbrick and Brian Singer established Rip-Curl in Torquay, Victoria, Australia.
They originally shaped surfboards and then moved into wetsuits and surfwear, aiming to serve the surfing community with technical, performance‑oriented gear. The brand adopted the vision of being “the Ultimate Surfing Company” in all that it does.
Over the years Rip Curl expanded internationally, building out markets in Europe, South America, North America, and Asia.
Is Rip Curl Going Out of Business?
No, Rip Curl is not going out of business. However, there are signs of challenges. The parent company KMD Brands has announced store closures and restructuring efforts for Rip Curl and other brands in its portfolio.
For example: a Rip Curl store in downtown Santa Cruz closed, citing theft and retail pressures.
So while the brand continues to exist, its retail footprint is being adjusted and some locations have closed or are closing.
Thus, Rip Curl is still operating, but like many retail and apparel brands, it is under pressure and evolving. It is not shutting down entirely.
Current Strategy of Rip Curl
Rip Curl’s current strategy is rooted in a few key pillars: strengthening direct‑to‑consumer (DTC) channels, enhancing online and omnichannel presence, optimizing store formats, and growing product categories (women’s, kids, winter wear) under its surfing and lifestyle aegis. For instance, KMD Brands reported that for the half‑year ended January 2025, Rip Curl’s DTC sales rose, with online sales up 13.9%.
Another aspect: the brand is focused on global expansion of physical doors at a controlled rate (“about 10 each year” in some markets) while also shutting less profitable stores in other regions.
The broader overhaul includes refreshing store design, enhancing digital experience, and aligning product and market strategies.
In sum: Rip Curl is pivoting from pure surf retail toward a global lifestyle brand with solid digital and omnichannel capabilities, while trimming where needed.
What Was Rip Curl Most Famous For?
Rip Curl built its reputation on hardcore performance surf gear—especially wetsuits that catered to serious surfers. It became known for technical innovation and deep roots in surf culture.
Also, its marketing campaign “The Search” embedded the brand in the adventurous side of surfing, elevating its identity beyond simply surfwear into an aspirational lifestyle.
Have Any Rip Curl Locations Closed?
Yes — some Rip Curl retail locations have closed in recent times. For example: the downtown Santa Cruz, California location closed citing theft and retail difficulties.
More broadly, KMD Brands announced that at least 21 stores across its portfolio (including Rip Curl) would be closed as part of a major overhaul.
So although the brand remains in business, its retail footprint is shrinking or being re‑shaped in certain markets.
How Much Is Rip Curl Worth?
Estimating the exact worth of Rip Curl as a standalone brand is challenging, but there are useful data points:
- The acquisition in 2019 was reported around A$350 million (approx. US$236 million at the time) when Kathmandu acquired Rip Curl.
- According to Growjo, Rip Curl’s estimated annual revenue is ~$669.7 million per year.
- KMD Brands (parent company) estimated that its entire group would hit NZ$1.1 billion in annual sales (Rip Curl being the largest brand by sales) in 2023.
Future Prospects of Rip Curl
Looking ahead, Rip Curl has both opportunities and challenges. On the opportunity side:
- The ongoing trend toward active lifestyle, adventure wear and premium surf/lifestyle apparel gives Rip Curl room to leverage its surf‑heritage authenticity.
- Growth in DTC and online channels is promising; for example, online sales growth in recent data was strong.
Conclusion
Rip Curl stands as a strong example of a surf‑heritage brand that grew from a small Australian surfboard/wetsuit workshop into a global lifestyle label. Founded in 1969, it has built credibility via performance gear, surf culture and marketing that resonated. While it is not going out of business, it is undergoing strategic restructuring, including store closures and a pivot toward digital and global channels under its parent KMD Brands. The brand remains worth hundreds of millions of dollars, and shows potential for future growth — especially if it leverages its authentic identity, invests in online/DTC, continues innovation, and adapts to changing retail and consumer behaviours. For anyone interested in surf‑lifestyle brands, Rip Curl is one to watch: its next chapter will tell whether it becomes a mainstream global icon or retreats into niche surf status.