10 years ago Surfstitch started a business that would grow to become AustraliaÕs largest online retailer.
As the popularity of ecommerce retail businesses grew around them, Surfstitch started to lose their edge in the market and needed to reposition in a way that would bring back some of the authenticity the brand was originally built on.
We recognised the importance of a content portal as a way for Surfstitch to participate in youth lifestyle conversations in categories like surfing, skating, style, and music. The Lens gives Surfstitch another pillar to their brand and increases the relevance to their core market, while the format offers readers a way to individualise the content to their personal interests, creating their own ÒlensÓ into the subcultures they follow.
By tying the content into the product categories we were able to create a stylish and modern content platform that, over time, naturally encourages readers to browse products and eventually repeat purchase.