Press
FOR IMMEDIATE RELEASE
July 1, 2025
CONTACTS:
Media – Brock Stone, marketing@buellsurf.com
NEW OWNERS RECAPITALIZE AND DIVERSIFY BUELL SURF
Santa Fe Springs, CA - Buell Surf and Sport (aka Buell Surf), the well-known surf and wetsuit brand, has recently been acquired, instituted new product offerings, and employed a new strategy. Buell was acquired earlier this year by Blue Star Executive Management., a California-based private equity firm focused on revitalizing distressed and undercapitalized entities.
“The transition from the previous management has been challenging, but we’re well on our way to a new and exciting life for the Buell brand,” says head of marketing Brock Stone. “While always known as a great California surf brand, Buell went through a number of different management teams and owners over the past decade, and the company had its share of operational challenges as much of the surf industry has. But that’s behind us, and we’re excited about the future. The new ownership and management team is highly experienced, well-funded, well-structured, and poised to make the Buell brand a household name in watersports.”
The new mantra of Buell Surf is one of the big reasons Buell is back and growing again in the surf and watersports industries. As the website says, “At Buell Surf & Sport, our vision is simple: we want to help get people into the water without having to break the bank.”
“A big change is that we’ve brought back most of our wetsuit, clothing, and surf manufacturing to North America,” continued Stone. “All of our new designs are coming from Southern California, by designers who have grown up and lived their entire lives along the California coast. And we’re focusing on creating high quality, highly affordable, and eco-friendly.”
Another change in Buell is its focus on broadening the market. While many surf brands focus on young male surfers, Buell is developing new lines for men, women, and children. From wetsuits to surfboards, rash guards to boogie boards, backpacks, apparel, and just about everything you need to enjoy the water, be it ocean or lakes, and Buell is working on it.
“We inherited an old inventory system and many of the problems that go along with that,” says Stone, “so one of the most important steps has been to completely re-engineer our inventory and warehousing systems. And while the company previously operated retail stores, we will now focus exclusively on DTC (direct to consumer) and working with specific independent surf and watersport retailers and distributors.”
Buell Surf is committed to developing exciting and new products for men, women and children, maintaining the highest quality while being highly affordable as well,
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About Buell Surf and Sport:
Founded in Santa Cruz, California, Buell Surf and Sport is a respected brand specializing in high-performance durable wetsuits. With a deep connection to the surfing community, Buell is dedicated to providing surfers and water skiers of all levels with the gear they need to excel in water sports.
About Blue Star Executive Management:
Blue Star Executive Management is private equity group who’s focus is on partnering with exceptional companies who have become distressed. With a strong track record of strategic growth and operational excellence, Blue Star is committed to helping its portfolio companies achieve their full potential.
