Australian surf brand Rip Curl has expanded its presence in the Maldives with the opening of a new store on K. Maafushi, bringing its collection of surf and lifestyle apparel to residents and international visitors. The outlet, operated by SIMDI Group, adds to the brand’s growing network across the country and reflects confidence in Maafushi’s tourism-driven retail potential.
The opening ceremony was led by SIMDI Group Chairman Ibrahim Mohamed Didi, CEO Dr Mariyam Shakeela and Rip Curl representative Edwin Stevens. Local residents and invited guests attended the launch, celebrating the arrival of an international brand whose coastal identity complements the island’s strong relationship with tourism and the ocean.
The new store stocks surf wear, swimwear, beachwear and lifestyle apparel for men, women and children. Its coastal design aesthetic reflects Rip Curl’s brand identity while complementing Maafushi’s visitor environment. The range offers customers clothing suited to beach holidays, recreational activities and everyday island life, broadening the shopping choices available within the community.
Speaking at the ceremony, Dr Shakeela expressed enthusiasm about introducing Rip Curl to Maafushi and highlighted the island’s commercial prospects. She noted that the brand already operates outlets at Crossroads Maldives, Adaaran Select Hudhuranfushi, Niyama Private Islands and Hulhumalé, with the new location extending its reach to another important tourism market.
“With its strong tourism industry and deep connection to the ocean, Maafushi is an ideal location for Rip Curl,” Dr Shakeela said. She added that the store has the potential to become one of the brand’s strongest outlets in the Maldives and that SIMDI Group would continue exploring opportunities in other locations with promising market potential.
The expansion brings together a retail network serving different segments of the Maldives’ visitor economy. Rip Curl’s outlets at Crossroads Maldives, Adaaran Select Hudhuranfushi and Niyama Private Islands provide a presence within resort destinations, giving holidaymakers access to apparel that complements their coastal surroundings. The Hulhumalé outlet serves an urban island market, while Maafushi adds a location where local community life and tourism create opportunities to reach both residents and travellers.
For visitors staying in Maafushi, the new outlet offers an additional shopping option alongside the island’s accommodation and tourism services. Access to internationally branded beachwear and leisure clothing can enhance the holiday experience, while the availability of collections for adults and children allows the store to cater to families as well as individual customers.
SIMDI Group has managed Rip Curl’s local distribution since establishing its partnership with the brand in 2019. The Maafushi opening builds on that relationship, extending the brand’s geographic reach and demonstrating the operator’s continued interest in developing tourism-related retail opportunities across the Maldives.
To mark the launch, the store is offering discounts of up to 40 per cent storewide through 11 October 2026. The promotion provides residents and visitors with an opportunity to explore the collection as the new outlet establishes its place in Maafushi’s retail community.
advertisment
advertisment
