Shore Boards into Retail: Chartering our Course


Since 2013 when this venture began out of the garage it would have been a pipe dream to say that in a handful of years later Shore Boards would be available in over 170+ retail locations worldwide! Back then it was a complete side gig, where I’d make my way to the garage once the kiddo was asleep, and I’d fire up the saws. Not ideal for scaling up a business, or thinking of expanding into retail stores. It’s funny how life works, and how circumstances can change. If you don’t know the rest of the story please check it out on the following link:

In fact, up until 2019 Shore Boards had been handcrafting wood boards on a direct to consumer platform. Then things changed.. In January of 2019 my business partner, Mike, and I packed up the trailer with our Stand Up Paddleboards, Wakesurf boards, Longboards, and the new display to show them off down at the Surf Expo in Orlando. It was our coming out to retail, and it proved to be a significant trip. We made some unbelievable connections that weekend which have sprung us forward into the retail environment. 

In a time when consumers seem to be drawn to the web, and just pointing/clicking/adding to cart, I think there is still desire to physically touch and feel the consumable goods. It seems especially true for our product. Our clients like to get their hands on our boards. They want to see how light they actually are, as well as get a sense for the dedication that is put into each and every one of our Paddleboard, Wakesurf, and Longboards that we build. 

Along with our increased customer interactions such as demo days, and trade shows we attend we’re always trying to physically get in front of as many people as possible. We realize that we can only be in so many places at one time, so this obvious push into the retail world is a natural progression that has suited us great so far! Going from a handful of boutique retail partners, to now being available in over 170+ retail locations worldwide is an exciting step. The retail platform now ranges from Scheels Sports, to the Chris Craft dealer network, to Back Channel Brewery on Lake Minnetonka, MN!! It’s quite the assortment of partners we’re now associated with, and we couldn’t be more excited!!  

Retail has taken a serious beating over the past 10 years, and many big name retailers have folded due to the decrease in foot traffic. However, the retail sandbox we play in should remain steady for the foreseeable future. If you’re looking for a dealer near you please reach out to us directly! 

Tim Shore – Chairman of the “Board”

Shore Boards Inc

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