In 1969, surfers Doug “Claw” Warbrick and Brian “Sing Ding” Singer created their own surf company in the small surfing town of Torquay, Victoria, Australia called “Rip Curl.” They did well selling surfboards, but realized there were too many people selling the same product in Torquay. In 1970 they decided to do something no one else was doing: selling wetsuits. Torquay is located in the southeastern part of Australia where the water is always cold. Selling wetsuits made Rip Curl a huge profit because they created something that surfers wanted and needed. The two friends actually bought a sewing machine and got a crew of people to sew the wetsuits with them. Adding wetsuits to Rip Curl’s product line made the company the number one surfing wetsuit company. While Rip Curl was getting started the two founders made sure they concentrated on soul surfing and staying true to their roots, instead of only worrying about money and their products and being consumed by business like their competitors. Their soul surfing became known as “The Search” and is a big part of the company’s ideas and goals.
Rip Curl has now expanded from Torquay to the rest of Australia and has retailers in several countries around the world. After Rip Curl blew up in Australia Warbrick and Singer were able to sell their products to professional surfers who would come to surf in Australia. In 1978, Singer went to California to try and make Rip Curl a powerhouse in the US surfing market. His trip was a success and for three to four years Rip Curl was able to make the products in Torquay and ship them to the California and eventually setup stores in the US. During one of his trips to Southern California he met Yves Bessas who wanted to be the agent for Rip Curl wetsuits in France. In 1979 Singer traveled to Germany and made contact with another future agent who began selling in Europe. Rip Curl sold their technology, designs and ideas so their product could be sold under a license in these countries. Rip Curl’s first corporate Licensee was Lowers, located in Southern California, in 1981. Four years later in 1985 Rip Curl welcomed its second Licensee, Frogs, located in Hossegor, France.
They now have nine corporate licensees that sell their products internationally in Argentina, Brazil, Canada, Chile, France, Israel, Indonesia, Mauritius, Japan, New Zealand, Peru, South Africa and the USA. Rip Curl has also expanded the products they sell for men and women. They now offer everything from surfboards and wetsuits to shirts, shorts, bathing suits, watches, wakeboarding apparel, mountainwear such as snowboards and skiing clothes and accessories.
Rip Curl’s major competition is Billabong and Quiksilver. All three companies have very similar products so they are always trying to gain an edge over the other. Billabong is a surf company founded in Gold Coast, Queensland, Australia in 1973. Quiksilver was formed in Torquay as well, by two surfers in 1970 and made its way to the US in 1976, making Rip Curl the first major surf company to start in Australia. All three companies have branched out to include skateboarding, sailing and snowboarding products in their arsenal. Another way these companies make money is through surfing sponsorships of individual surfers and by holding surfing tournaments.
According to Gary Dunne, Team and Promotions Manager at Rip Curl, the key marketing strategy is to focus on the core sports and the quality of the products. One of the strategies used in Rip Curl’s marketing is to reflect the preferences of local markets and reflect that in their brand. This means they try and keep the Australian influence as a part of their brand worldwide, while also catering towards the specific region of international stores. However, this may have hurt Rip Curl in the US market because Billabong and Quicksilver both do not focus on their origin and cater specifically to the US without worrying about the Australian influence. Rip Curl also is constantly enhancing their logo in order to stay fresh and attractive to fans of their products.
In 1973 the first Rip Curl Pro was held at Bells Beach in Torquay after Warbrick and Singer went to the Australian Surfriders’ Association requesting to make the annual Bell’s Beach Easter Championship Australia’s first professional surfing competition and for Rip Curl to be the main sponsor. It was a small tournament, but acted as a platform for the next year. In 1974 the first Australian professional surfing tour was created and sponsored by Rip Curl and Coca-Cola. The best professional surfers from around the world competed in the tour, making it very well known in the surfing community. Another reason it was such a big deal was because the Rip Curl Pro was always held at Bells Beach, which is the Wimbledon for surfers because the beach has the biggest waves in Australia and comes the closest to matching the surf in Hawaii.
Rip Curl has been known as the surfer’s company since the early 1970s and has continued to be a major force in the surfing industry by expanding internationally and staying true to its grass roots.
Company history. (2010). Retrieved from http://www.ripcurl.com.au/index.php?thebegining
Quiksilver, inc.. (n.d.). Retrieved from http://www.fundinguniverse.com/company-histories/Quiksilver-Inc-Company-History.html
Rusch, R. (2001, September 24). Riding the next wave. Retrieved from http://www.brandchannel.com/features_effect.asp?pf_id=58





