HONOLULU (HawaiiNewsNow) – A surf apparel shop in Ala Moana is closing after more than 57 years.
Open since 1967, Sera’s Surf and Shore is known for selling iconic surf and skate-inspired brands.
Located on the bottom level of Ala Moana Center, the store is closing in two weeks.
Owner Chris Higa says the center wanted to increase the lease. He added that the minimum wage hike, dominance of online shopping, and weak tourism, especially among Japanese and Australian visitors, kept carving into profits.
“It’s getting too expensive to run the shop,” said Higa. “We were deciding do we risk losing money or just get out now?”
Higa says last week’s announcement that Billabong, Quiksilver and Volcom are permanently closing all their stores also hurt his sales.
“If you go online, all of their stuff is marked down. It’s big discounts on all their stuff so we can’t compete with that right now,” he said.
Sera’s Surf and Shore was one of the original tenants in the Sears wing when Ala Moana opened, so multiple generations have shopped there.
“People come in here like ‘I used to shop here with my dad’ and now they’re bringing their kids,” said Higa. “It’s going to be sad to close down.”
Higa bought Sera’s Surf and Shore roughly 20 years ago from the original owner, Peggy Sera. He says over the years, he’s made memories and friends.
“I met Guy Hagi working at the shop. He used to be this Rip Curl sales rep, you know,” said Higa with a smile.
Higa hopes to find another retail space and has plans to open an online shop.
For now, everything is 30 percent off until closing day on Feb. 27.
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