The 2,500-square-foot location at 1183 Main Street is in a new building at the corner of Main Street and Fourth Avenue. The company will have a grand opening on June 27 that will include members of Hurley’s surf team.

Hurley, based in Costa Mesa, CA, has 34 stores and plans to open another six besides the Asbury Park location this year, according to a statement attained by the Asbury Park Press.

In October 2019, Nike reached a definitive agreement to sell Hurley to Bluestar Alliance, which owns a portfolio of consumer brands including Bebe, Tahari, Kensie, Limited Too, Brookstone, Nanette Lepore, Catherine Malandrino, Joan Vass, and English Laundry.

“Asbury Park is the perfect choice for Hurley’s East Coast flagship store—a culturally diverse beachfront community with crowded summers and year-round residents,” Hurley said in the statement. “This is Hurley’s first store on the East Coast, outside of Florida, and we strategically chose a freestanding store in a great coastal town that has a history in surf, skate, music, and art—the four pillars on which Hurley was founded.”

Abe Harari, president of Hurley retail, said, “Hurley is expanding its footprint outside of surf, and we’re excited to establish roots where we can enjoy the seasons.”

Photo courtesy Hurley