ACK Surf

We live everyday like it's a Saturday. So if you're really into working on Monday mornings, this isn't the company for you.

Based on Nantucket, ACK Surf is a start-up lifestyle brand launched in the summer of 2013. Initially a surf school, owners Sam Toole and Gaven Norton began designing and selling surf inspired apparel at the beach.

This endeavor was well-received among clients and initiated the company’s expansion into apparel production. The brand looks to combine the owners' New England roots; preppy Nantucket and laid-back surfing.

"Although difficult for a clothing company, we are constantly changing the content on our site" —Sam Toole, Co-Owner

What are the key factors that have helped your store be successful?

Our online store is successful for a variety of reasons. There is no magic formula to drive traffic to a site, however, we have focused on a few key elements to keep bringing people back to the site.

We are a lifestyle brand, so we wanted our website to mimic this lifestyle and go past simply purchasing clothes. We update the site frequently with new photographs that continually drive traffic to the site.

To coincide with this, our marketing through social media and events encourages interaction with the website. Promotional products, Freebie Fridays, and weekly contests, help us keep people interested in what we are doing.

As we continue to grow, we are moving towards product launches that mimic our marketing. Seasonal lines are great for enormous corporations and high-end fashion, but we want people to be excited about our products constantly. By adding new products frequently, we can better achieve interaction and strong sales.

ACK Surf's favoured mode of transport.

What are your top recommendations for new store owners?

Our top recommendation is to be flexible, lean, smart. To help you do this, read "The Lean Start-up" by Eric Reis. The book speaks mostly about technology, however, the strategies and concepts can be applied to any industry.

The "The Lean Start-up" essentially preaches the idea to try and constantly improve your product through testing and interactions with clients.

Although difficult for a clothing company, we are constantly changing the design and content on our website, our line, and our marketing, to improve the experience for the customer.

Surfing in Nantucket —ACK Surf

Any Closing Remarks?

Live everyday like it's a Saturday. Trust us, you won't regret it.

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