Faherty Opens First International Store in Biarritz, Launching European Expansion

Faherty's European debut was never going to be Paris or London. Twin brothers Alex and Mike Faherty, who built their surf-inspired American lifestyle brand into a company with more than 80 U.S. stores, chose Biarritz: the Basque coast's storied surf capital, a city of historic grand hotels and Atlantic swells that has drawn wave chasers from across the continent for decades. The 3,000-square-foot store at 28 Rue Gambetta opened on March 17, making it the brand's first permanent retail presence outside the United States.

The personal stakes behind the location choice are hard to overstate. "I first heard about Biarritz in 1994, watching Endless Summer II on repeat," said Mike Faherty, the company's chief creative officer and co-founder. "Surfing in France wasn't even on my radar then, but the vibe of the Basque coast and the feeling of French summer stuck with me, and I promised myself I'd get there one day." He eventually made good on that promise, returning years later with his wife, who had spent her summers there. "From the moment you arrive, there's a slower pace to life, a warmth and sense of peace, baked in Basque, and a deep respect for the earth, the ocean and tradition," he said. "Biarritz is an international hub of surfing. That great mix of surf culture with amazing food and a laid-back spirit made it the natural place for us to open our first store in Europe."

The store was designed in collaboration with architect and designer Louise Pastres, whose work blends Faherty's warm, natural aesthetic with the texture of the surrounding beach community. To anchor the space in local culture, Faherty partnered with Julien Binet, a Biarritz-based photographer and founder of Turbulente kombucha, whose photography is displayed throughout the interior.

CEO Alex Faherty framed the opening as the opening move in a larger global play. "Faherty is focused on building an iconic, global lifestyle brand, through purpose, craftsmanship and cultural authenticity, and establishing our international footprint in France is a key component of our broader growth ambitions," he said. "Biarritz is a renowned surfing destination with a unique culture, and we look forward to showcasing our best-in-class store experience to beach enthusiasts from all over the continent, as we lay the foundation for future global expansion."

Biarritz is the permanent anchor, but not the only European move. In April, Faherty will stage a month-long pop-up at Merci, the Paris concept store that has long served as a proving ground for brands seeking cultural credibility with French consumers. The pairing of a niche coastal destination with a high-profile metropolitan activation signals a deliberately two-speed strategy: depth in one market, visibility in another.

The Biarritz opening builds on a foundation the brand has quietly been laying for years. Faherty already ships to more than 100 countries through its e-commerce platform, and the company has set a target of generating 30 percent of its sales from outside the United States by 2030. The permanent store is an argument that physical retail, not just a shipping label, is how the American coastal dream translates across the Atlantic.