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GEORGE NEWS - The Garden Route has a new addition to its retail and lifestyle scene, with Boardriders opening a store at the Eden Meander in George - marking a significant step in bringing globally recognised surf and skate brands closer to local consumers.

For many South Africans, the iconic J-Bay factory store has long been a destination, a place people travelled to for both product and the unmistakable surf culture it represents. 

That same sense of destination is now being extended to the Garden Route, giving locals and visitors access to the brands without the long journey.

Boardriders is the global home of well-known names such as Quiksilver, Billabong, Roxy, DC, Element and the growing RVCA brand. 

With design teams based in Los Angeles in the United States and Biarritz in the south of France, the group develops products for international markets, supported by both global and local manufacturing.

In George, the business now operates two stores, each with a distinct offering. The Garden Route Mall store focuses on the latest global ranges, including new catalogue drops and exclusive capsule collections. 

The newly opened Eden Meander store, on the other hand, provides a factory outlet experience - offering value-driven product while still reflecting the identity of the brands.

Nikki du Toit (Lekker Nikki), Mohamed Dewan, Avinash Haridass and Liesl Burger at the opening of Boardriders in Eden Meander. Photo: Jeff Ayliffe

But for Boardriders, the expansion is about more than just retail. The group's general manager for Southern Africa, Mohamed Dewan, who lives in George with his family, says the move is deeply personal. 

"This is home for me, so there's a real sense of purpose behind what we're building here. It's not just about opening stores. It's about growing a coastal culture in the Garden Route and creating something that the community can connect with."

Dewan confirmed that the business will be working closely with the municipality, as well as other small businesses in the area, to help develop that vision. "We want to collaborate with the municipality and with local entrepreneurs to create activity and energy around the coastal lifestyle. There's real potential here to host surfing events and build something that attracts people to the region."

Part of that focus also includes investing in younger generations. "We've started engaging with schools in the area and have already supported new local talent coming through. For us, it's important to grow the sport at the grassroots level and make it more accessible, while also building pride in the culture that comes with it."

At its core, Boardriders represents more than just surf wear. The brands are built around a lifestyle, one that speaks to freedom, the outdoors and a respect for the ocean, values that resonate strongly in a region like the Garden Route.

With its global backing and local intent, Boardriders' presence in George looks set to contribute not only to retail, but to the broader lifestyle and identity of the area.

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