Hurley, the youth-oriented lifestyle brand known for its surfing apparel, has opened its first store in Costa Rica.

The brand, headquartered in Huntington Beach, California, celebrated the launch of a 2,500-square-foot location at Lincoln Plaza Mall in Moravia Canton, San José.

"Costa Rica is the perfect choice for Hurley’s flagship store a culturally diverse, beach community with crowded summers and year-round residents," the company said in a statement.

Hurley, which describes itself as a brand built on inclusion, has become a global force in youth culture with its roots firmly planted in beach lifestyle. The company sells apparel and accessories for various sports, including surfing, skateboarding, and winter sports such as snowboarding and skiing.

 

"Hurley is expanding its footprint beyond the surf, and we’re excited to establish roots where we can enjoy the seasons," said Abe Harari, president of Hurley Retail.

The Hurley store in Costa Rica is represented by Grupo Uno corporation.

Founded in Huntington Beach, California, in 1979, Hurley was acquired by Nike in 2002. In 2019, Nike sold the brand to Bluestar Alliance, which owns other consumer brands such as Justice, Bebe, Brookstone, and Tahari.

Since its acquisition by Bluestar, Hurley has grown its U.S. store count to 40 and expanded its global presence to 50 locations.

Hurley is among several American brands investing in Costa Rica. Recently, Workday, a California-based company, announced its plans to expand operations in Heredia Province.