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Online retailer Surfstitch's rise and fall

The fall of online sports apparel retailer Surfstitch came quickly, but only after some strong early success.

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Source: AAP


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A brief timeline of embattled online sports clothing retailer Surfstitch's fall from grace.

2007 - Justin Cameron and Lex Pedersen launch the business from a garage in Sydney's Northern Beaches.

2009 - Billabong acquires a stake with the option to acquire 100 per cent of the business.

2012 - Having relocated its head office from Sydney to Queensland's Gold Coast, the company launches SurfStitch Europe by opening an office and distribution centre in France.

2014 - Surfstitch buys back Billabong's 51 per cent stake ahead of its float on the Australian share market. It also acquires Billabong's online retail website swell.com.

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2016 - Cameron abruptly quits as chief executive leaving Pedersen and Justine Stone to take the reins as joint CEOs before Mike Sonand - the former boss of surfwear retailer Globe - takes over.

2017 - Following a series of profit downgrades that sent its share price tumbling, trade in Surfstitch's ASX-listed securities is suspended during a $100 million shareholder class action alleging lack of disclosure and misinformation.


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