Local Surf Brand Quikfin Secures $25M Series B for Mainland Expansion

Homegrown surf apparel company Quikfin has closed a $25 million Series B funding round to fuel its expansion across the mainland United States, marking the largest venture capital raise by a Hawaii-based lifestyle brand in recent memory.

The Kalihi-based company, founded in 2018 by former North Shore lifeguard Marcus “Tank” Nakamura, plans to use the investment to open flagship stores in California, Florida, and New York while scaling its direct-to-consumer online platform. The funding round was led by Los Angeles-based venture firm Pacific Ventures, with participation from existing investors including Aloha Capital and several unnamed local family offices.

Quikfin has carved out a niche in the crowded surf wear market by combining traditional Hawaiian designs with modern technical fabrics. The brand’s signature board shorts feature moisture-wicking materials developed in partnership with University of Hawaii’s textile engineering program, while incorporating traditional kapa patterns and local artist collaborations.

“We’re not trying to be the next Billabong or Hurley,” Nakamura said during an interview at the company’s Kalihi headquarters. “We’re staying true to our roots while bringing authentic Hawaii surf culture to people who might never make it to the islands.”

The company currently operates three retail locations in Hawaii — flagship stores in Waikiki and Haleiwa, plus a smaller outlet in Kailua-Kona — and has built a strong online presence that accounts for 60% of its revenue. Annual sales have grown from $2 million in 2020 to an estimated $18 million in 2023, according to company filings.

Mainland Market Strategy

Quikfin’s expansion strategy focuses on surf-adjacent metropolitan areas where Hawaiian culture already has strong recognition. The first mainland store is planned for Venice Beach in early 2024, followed by locations in Miami’s South Beach and Manhattan’s SoHo district.

The company has also signed partnerships with established surf shops in San Diego, Santa Cruz, and the Outer Banks of North Carolina to carry its products. These partnerships allow Quikfin to test new markets without the overhead of standalone stores.

“The mainland market is obviously much more competitive, but we’ve seen incredible response to our online presence from California and Florida customers,” said Chief Operating Officer Sarah Kim, who joined Quikfin from Patagonia last year. “There’s definitely appetite for authentic Hawaiian surf culture that goes beyond the typical tourist stereotypes.”

Industry analysts say Quikfin’s timing coincides with broader consumer trends favoring smaller, authentic brands over established surf giants. The global surf wear market, valued at approximately $18 billion, has seen increased fragmentation as younger consumers seek brands that align with their values around sustainability and cultural authenticity.

Local Economic Impact

The funding round represents a significant milestone for Hawaii’s startup ecosystem, which has historically struggled to attract major venture investment due to geographic isolation and limited local capital markets. Quikfin’s success could signal growing investor confidence in Hawaii-based companies with mainland expansion potential.

The company currently employs 45 people, with plans to add another 30 positions over the next 18 months. Most new hires will be based in Hawaii, supporting roles in design, logistics, and customer service. Quikfin has committed to maintaining its design and creative operations in Honolulu even as it expands.

“We want to be proof that you can build a national brand from Hawaii,” Nakamura said. “Our design team draws inspiration from being here — from the ocean, from the culture, from the community. That’s not something we can replicate anywhere else.”

The company has also maintained strong ties to local surf culture, sponsoring up-and-coming Hawaiian surfers and contributing a portion of profits to beach cleanup and ocean conservation efforts through partnerships with Surfrider Foundation Hawaii and the Polynesian Voyaging Society.

Looking Ahead

Beyond retail expansion, Quikfin is exploring opportunities in surf accessories and women’s activewear, markets where Hawaiian brands have traditionally had limited presence. The company is also investigating potential licensing deals for resort wear collections, leveraging its design capabilities and cultural authenticity.

For Honolulu residents, Quikfin’s success represents both opportunity and responsibility. As one of the few local brands to achieve significant mainland recognition, the company carries expectations to represent Hawaii authentically while supporting the local economy that enabled its growth.

The Series B funding positions Quikfin to compete directly with established surf brands while maintaining its Hawaiian identity — a balance that will ultimately determine whether this homegrown success story can make lasting waves on the mainland.