Toes on the Nose Plans New Laguna Store, Others
By JENNIFER BELLANTONIO
Richard Allred, owner of Costa Mesa-based surf apparel maker Toes on the Nose, is expanding his retail operations.
Allred just signed a 17-year lease for retail space across the street from Main Beach in Laguna Beach, and plans to open up to four more stores in the next 18 to 24 months in Southern California, possibly in San Diego, Santa Monica and Santa Barbara.
Allred said he hadn’t planned on opening another store in Laguna, but couldn’t resist when he saw the former Main Beach Surf Shop, directly across the road from the town’s trademark lifeguard tower and popular basketball courts, go up for rent.
“There isn’t a more prime location than that,” he said. “We want to start here, with this being the crown jewel. We have to be in Laguna Beach and we want to be. It’s the birth place of Toes on the Nose.”
The company, known for its boardshorts and T-shirts, has had a store in Laguna since Toes’ founding about 10 years ago. That store is run by a licensee, who changed the name to Thalia Street Surf Shop after Allred explained his plans.
Allred said the switch was a mutual decision.
“When I saw the (for rent) sign go up, the first people I called were the existing Toes on the Nose shop,” Allred said. “It’s been a really close partnership. They’re one of our top accounts. We plan on being a supplier to Thalia Street Surf Shop forever.”
The new Laguna Toes on the Nose store will be company-owned,a first.
Allred said he partnered with his brother, John, a tight end for the Pittsburgh Steelers, to open the store. A longtime college friend, Darin Wilson, also is an investor. His wife, Kelly, will be the manager.
Several Toes on the Nose surf teamriders will work in the store daily, according to Allred.
“It’s an opportunity for us to have our complete collection in one location,” Allred said. “This is going to be our permanent tradeshow booth.”
The company makes apparel for men, women, juniors and kids ages 7 to 14, as well as bedding, swimwear, accessories and beach towels.
The store mainly will carry Toes on the Nose stuff, with some other brands mixed in including eyewear from San Clemente-based Von Zipper, Newport Beach-based Style Eyes, Vista-based Spy Optic and sandals from Irvine’s Sanuk U.S.A. Eventually, Allred said he’d like to sell long boards.
Allred has big plans for the new store, which is slated to open June 25, with a 10-year anniversary and grand opening party set for July. He’s just started renovations on the space, which includes adding skylights, pouring a concrete floor with seaglass embedded in it, new landscaping and sliding glass front doors.
“We’re going to do something the city of Laguna Beach is really going to be proud of,” Allred said. “We’re happy.”
