We put this guide together from our home base on New Zealand’s Bay of Plenty coast. Most people who read Surfd are planning a trip from a long way off, and Aotearoa sits high on a lot of surfers’ bucket lists, so we wanted to share the shops we would actually send a visiting mate to. This is not a scraped business directory. It is the coastal institutions, the small-town heroes, and the places where surfing still feels more like a way of life than an industry.
Spend enough time driving the coastline here and you notice that surf shops are rarely just shops. They are weather check-ins, repair stations, coffee stops, and the place where local knowledge gets passed across the counter before the tide even turns. Some are polished and stocked with global brands. Others have sandy floors, wetsuits drying on the back wall, and someone shaping foam out the back. Both kinds matter, and we have tried to give you a feel for which is which.
A quick word for visitors. Our water runs cold, especially down south, so most shops will sort you out with the right wetsuit, and many hire boards if you would rather not fly with your own. If you are not sure where to paddle out, ask. The people behind these counters know their local breaks better than any app, and most are happy to point you somewhere that suits your level and the day’s conditions. We have noted the shops that also run lessons, hire and repairs, since those are the ones worth knowing about when you land and your board bag does not.
The guide runs roughly north to south. A handful of nationwide chains turn up in most surf towns, so rather than repeat them in every region, we have gathered those at the end.
Table of Contents
Northland
Mega Surf — Whangārei
Town: Whangārei
Web: megasurf.co.nz
Social: Facebook
Run by a couple of local Northland surf legends, Mega Surf is the kind of shop where you can hand over your skill level and your local break and walk out with the right board. Strong surf and skate hardware, plenty of street brands, and staff who have been out the back since well before you arrived.
Auckland
Lion Rock Surf Shop — Piha
Address: 26 Seaview Road, Piha 0772
Phone: +64 9 812 8433
Web: lionrocksurfshop.com
Social: Instagram
Probably the closest surf shop in New Zealand to the surf, tucked beside the Piha Store on Auckland’s wild west coast. Founded in 1999 by Iain “Ratso” Buchanan, a five-time national champion, longtime WSL judge and Surfing NZ Hall of Famer. New and second-hand boards, rentals, and a surf school if Piha’s power has you wanting a hand.
The Surfboard Warehouse — Grafton
Address: 164 Khyber Pass Road, Grafton, Auckland 1021
Phone: +64 9 888 0473
Web: thesurfboardwarehouse.co.nz
Factory-direct boards, which means sharper pricing on a first board or a quiver-filler than you will usually find. Good for boards, wetsuits and accessories, with fast nationwide shipping if you are buying ahead of a trip.
Mount Maunganui & Tauranga
This is our local stretch of coast, so we are a little biased about the Bay of Plenty. The Mount draws surfers from all over, and a couple of the shops here are as much community hub as retail.
Mount Surf Shop — Mount Maunganui
Address: 98 Maunganui Road, Mount Maunganui 3116
Phone: +64 7 575 9133
Web: mountsurfshop.co.nz
Social: Instagram
Locally owned and operated since 2003, with classic Mount surf culture, boards, wetsuits and a coffee window pouring from 6am. They also rent boards and run the licensed Rip Curl store just down the road, so it is local money either way.
Assault Boardriding Centre — Mount Maunganui
Address: 2A/12 Hocking Street, Mount Maunganui 3116
Phone: +64 27 245 7540
One of the Bay of Plenty’s most established boardriding stores, going since 1982, with deep roots across surfing, kiteboarding, SUP, wing foiling and instruction. A good first stop if you want to add a wind or foil session to your trip.
Raglan
If there is one name overseas surfers know, it is Raglan, home to those long, peeling left-handers at Manu Bay and Whale Bay. Two shops anchor the town, both worth your time.
Raglan Surf Co.
Address: 7 Wainui Road, Raglan 3225
Phone: +64 7 825 8988
Web: raglansurf.com
Social: Instagram
Family-owned since 1992 and home of Hughes Surfboards, handcrafted up the road in Whale Bay. By surfers, for surfers, with a full hardware range and the option to order a custom board shaped for Raglan’s points. They pour Allpress while you browse.
Raglan Surf Emporium
Address: 3 Wainui Road, Raglan 3225
Phone: +64 7 282 0018
Web: raglansurfemporium.com
Social: Facebook
A one-stop shop in the heart of town with a big range of surf and skate brands plus its own RSE label. They are proud locals and happy to share their tips with visitors, so ask where to paddle out before you head down to the point.
Coromandel & Whangamatā
Saltwater Surf Co. — Whangamatā
Address: 505B Port Road, Whangamatā 3620
Phone: +64 7 865 8666
Web: saltwater.co.nz
Social: Instagram
Whangamatā’s original surf shop, family-owned since 1978. In its early years it shaped boards that were exported as far as Tahiti, and it remains as much a part of the town as the famous Whangamatā bar. New and used boards, wetsuits, repairs and honest local advice.
Whangamata Surf Shop
Address: 634 Port Road, Whangamatā 3620
Phone: +64 7 865 8252
Web: whangamatasurfshop.co.nz
Social: Instagram
Run by the Williams family since 2002, with more than forty years of history behind the shopfront. It is the home shop of Ella Williams, New Zealand’s first female Olympic surfer and a former World Junior Champion, which tells you something about the surfing pedigree behind the counter.
Gisborne
First to see the sun and one of the most consistent surf regions in the country. Wainui Beach can be a dream and a handful in equal measure, so it pays to talk to the locals before you go out.
Blitz Surf Shop
Address: 34 Wainui Road, Kaiti, Gisborne 4010
Phone: +64 6 868 4428
Web: blitzsurf.co.nz
Social: Instagram
A genuine Gisborne icon, going since 1983 and one of the oldest surf shops still trading in the country. Owner Euan Nelson runs a free live HD surf cam off Wainui, and the shop has a no-ego, all-welcome reputation. Boards across the full range, from beginner softies to high-performance shortboards.
Sequence Surf Shop
Address: 279 Gladstone Road, Gisborne 4010
Phone: +64 6 868 9591
Web: sequence.co.nz
Social: Instagram
Locally owned since 2004 by brother and sister Blair Stewart and Sonia Keepa. Blair spent seven years on the World Qualifying Series, so the surf knowledge here is the real thing. Surf, skate and snow hardware, plus hire for boards, wetsuits and snow gear.
New Wave NZ Surfboards
Address: 189 Awapuni Road, Awapuni, Gisborne 4010
Phone: +64 21 073 2076
Web: newwavenz.com
Social: Instagram
A custom shaper and full surf shop only 400 metres from Midway Beach. They shape boards, repair dings, run lessons and hire gear, so you can rent a board and walk across the road for a surf. A good stop if you want a board made to your own dimensions.
Taranaki
Vertigo Surf — Ōakura
Address: 2 Tasman Parade, Ōakura 4314 (Surf Highway 45)
Phone: +64 6 752 7363
Web: vertigosurf.com
Social: Instagram
A core surf store right on Surf Highway 45, the road that strings together Taranaki’s best breaks under the volcano. More than a hundred boards in stock, plus wetsuits, fins and accessories, and they run lessons and hire with Surfing NZ accredited instructors. Owner Jono knows the local water inside out and is generous with advice.
Seasons Surf & Skate — New Plymouth
Address: 49 Leach Street, New Plymouth 4310
Phone: +64 6 759 4609
A locally owned surf and skate store with a strong focus on board building and repairs. Worth a look if you are basing yourself in New Plymouth and want a hand-shaped local board or a quick fix before you head back down the highway.
Wellington
Real Surf — Lyall Bay
Address: 5/56 Kingsford Smith Street, Lyall Bay, Wellington 6022
Phone: +64 4 387 8798
Web: realsurf.co.nz
Social: Instagram
Wellington’s only core surf store, sitting right on the beach at Lyall Bay. Opened in 2001 by Roger Titcombe, who has been shaping Goodtime surfboards since 1971, so there is a factory out the back for customs and repairs. Boards, wetsuits, hardware, hire and lessons, seven days a week.
Christchurch
Exit Surf — Ferrymead
Address: 1020 Ferry Road, Ferrymead, Christchurch 8023
Phone: +64 3 384 2813
Web: exitsurf.co.nz
Social: Instagram
Trading since 1979 and one of the biggest surf hardware ranges in the country. A locally owned core store staffed by people who surf, with everything from a first board to high-performance shapes, and a strong line in Thunderbolt boards. The team will happily point you toward the day’s best Canterbury option.
Dunedin
Hydro Surf — St Clair
Town: St Clair Beach, Dunedin
Web: hydrosurf.co.nz
Social: Instagram
Dunedin’s first surf shop, opened at St Clair in 1985 and still the core store for the deep south. This is cold-water country, so the wetsuit advice here is worth its weight, and they hire boards and suits if you are passing through. Right on the beach, with apartments above if you want to wake up to the swell.
West Coast
Surf Fevah — Westport
Address: 153 Palmerston Street, Westport 7825
Phone: +64 3 789 6911
Web: surffevah.co.nz
Social: Facebook
The local shop and surf school on Westport’s main street, and a traveller favourite. The West Coast is raw and uncrowded, with waves around every corner for miles, and the Surf Fevah crew are the people to set you up and point you at the right one. Co-owner Brent has a name among visitors as one of the best surf teachers in the country.
Nationwide Chains
These turn up in surf towns and shopping centres all over the country. Handy for restocking on wax, leashes, boardshorts and wetsuits when you are on the road, even if the soul of a place lives in the independents above.
Backdoor
Web: backdoor.co.nz
Social: Instagram
New Zealand’s largest authentic surf, skate and streetwear store, founded in Hamilton in 1988 and now with stores across the North Island. One of the better chain hardware programmes if you need a board on the road, with brands like JS, Channel Islands, Firewire and DHD.
North Beach
Web: northbeach.co.nz
Social: Instagram
A NZ-owned street, surf and skate fashion chain with stores nationwide. Leaner on hardcore hardware than the core shops, but a reliable stop for apparel, footwear and the basics.
Chances Surf
Web: chances.co.nz
Social: Instagram
Family-owned since 1985, originally out of Waiheke Island and now with a dozen or so stores in good beach locations, including St Heliers in Auckland and Whangamatā. More surf, swim and street apparel than boards, but a solid spot for clothing and swimwear.
Rip Curl
Web: ripcurl.com/nz
The global brand has stores around the country, several of them run by local surf-shop owners. The Mount Maunganui store, for example, is operated by the team behind Mount Surf Shop, so you are still supporting locals.
Boardertown
Web: boardertown.co.nz
Social: Instagram
Stores in Auckland, Wellington, Christchurch and Queenstown. More skate and snow than surf, so worth knowing about if your trip mixes a few board sports, less so if you are purely chasing waves.
Written by the Surfd team from our base on New Zealand’s Bay of Plenty coast. Shops change hands, move and close, so if you spot something out of date, flag it and we will fix it. If we have missed a small-town hero that deserves a place here, tell us.