Words: Kit Heathcock | Images: Supplied
The Surf Emporium at Surfers Corner in Muizenberg includes an accredited Surf and SUP School, an equipment rental hub, a retail outlet of leading surf and SUP brands and a Vida e Caffè all under one roof. South African surfing champion Roxy Davis, tells us how she built the business.
How did your business start?
In 2002, I started my surf school with an umbrella on Muizenberg beach and a clear vision, but I didn’t anticipate how quickly my dreams would become a reality. I went from teaching 40 girls a week to over 200 girls within the first programme intake and the umbrella soon gave way to a share of a hardware store for storage, and later into opening the Roxy Surf Club. In 2007, I launched the Roxy and Quiksilver Retail Surf Store and expanded the surf school. Now we have amalgamated the surf school and the surf shop under the brand name Surf Emporium.
Why did you choose this area to set up shop?
I grew up in Kommetjie and wanted to stay close to my roots and to my community. Muizenberg is internationally regarded as being one of the best spots in the world to learn to surf and SUP. It attracts hundreds of thousands of local Capetonians and foreign tourists.
How did you find your premises?
Muizenberg beachfront has been around for many decades. Over the past 10 to 15 years, however, it has undergone a remarkable regeneration. Surf Emporium has occupied three different outlets on the strip over the years as the development and upliftment have continued, eventually being involved in the custom building of our current space in 2015.
Why are the premises ideally suited to your business?
Surf Emporium was custom built to encompass everything under one roof – a fully functioning surf school, surf shop and Vida e Caffè coffee shop.
Who are your neighbours?
We have restaurants and surf stores on both sides. Muizenberg has become a prime surfing destination and it’s fantastic to see the sense of community continuing to grow.
What are the rental prices like in this area?
In the retail sector, they are market-related and on par with mall rentals. Muizenberg, on the whole, is improving significantly and the price of property reflects this.
How many people visit your business each day?
We get consistent foot traffic all year round, which increases during the summer holiday season and school holidays.
Do you have any expansion plans?
We are always looking for ways to improve and grow while ensuring our family business values remain. We actively market online and engage with tour groups, overseas schools and other contacts all over the world. Who knows what the future holds!
Do you operate online as well?
We have an interactive website and an online shop. We are the official surf and SUP partner to Discovery Vitality, so members can use their Discovery miles to make purchases in the Surf Emporium online shop.
What’s your most popular service?
Surf lessons, holiday surf camps, equipment rentals, and our Learn to Surf programmes. We also get busy with birthday parties and corporate events like team-building, year-end functions, wellness, etc.
Surf Emporium
021 788 8687 / 082 562 8687
surfemporium.co.za
