Faherty Rides European Wave With First Store in Biarritz, France

BIARRITZ, France – March 17, 2026 – By Melissa Adams

American lifestyle brand Faherty has planted its flag on European shores, opening its first-ever international store today in the famed French surfing town of Biarritz. The move marks a significant milestone for the family-run company, known for its premium, surf-inspired apparel, as it transitions from a beloved U.S. brand to a player on the global stage.

The 3,000-square-foot store, located in the heart of the city, represents a carefully calculated first step in a broader international growth strategy. For a brand born from the coastal daydreams of twin brothers Alex and Mike Faherty, the choice of Biarritz is both a strategic business decision and a personal homage to a culture that resonates deeply with their own.

“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,” said Alex Faherty, the company’s CEO and Co-Founder, in a statement. He noted that Biarritz’s reputation as a premier surfing destination makes it an ideal beachhead for reaching “beach enthusiasts from all over the continent.”

A Strategic Dive into the European Market

Faherty’s expansion comes at a time when the European premium casual wear market is thriving. With the continent's overall fashion market projected to exceed $425 billion in 2024, there is a growing consumer appetite for high-quality, comfortable, and ethically produced clothing. Faherty, with its emphasis on craftsmanship and a relaxed aesthetic, is well-positioned to tap into this trend.

However, entering this lucrative market is not without its challenges. Europe is home to established surfwear giants like the Boardriders Group (Quiksilver, Billabong) and O'Neill, which have long dominated the scene. Faherty aims to differentiate itself by focusing less on pure performance surf gear and more on a premium, versatile lifestyle offering. Its brand narrative, centered on family, quality, and a laid-back coastal ethos, offers a distinct alternative to the youth-focused, competition-driven marketing of many legacy surf brands.

The selection of Biarritz, located in the Basque Country, is a masterstroke in this strategy. The city is more than just a surf spot; it is an upscale resort destination with a vibrant local community and a seasonal influx of affluent international tourists. This provides Faherty with a diverse customer base and a retail environment that blends high-end boutiques with authentic surf shops, allowing the brand to test its appeal across multiple demographics.

From Montauk to the Basque Coast

The connection to Biarritz is more than just commercial. For Chief Creative Officer and Co-Founder Mike Faherty, the city holds a personal significance that has shaped this expansion.

“I first heard about Biarritz in 1994 watching Endless Summer II on repeat,” Mike Faherty shared. “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 described a deep connection to the local culture, noting its “slower pace to life, a warmth and sense of peace—bakea in Basque—and a deep respect for the earth, the ocean, and tradition.”

This respect for local culture is woven into the fabric of the new store. Designed in collaboration with architect Louise Pastres, the space blends Faherty’s signature warm, natural aesthetic with subtle design cues from the surrounding beach community. To further anchor the store in its new home, the brand is collaborating with local photographer and entrepreneur Julien Binet, whose work capturing the spirit of Biarritz will be displayed in-store.

This approach signals a desire to integrate authentically rather than simply impose an American brand on a European town. By celebrating local artistry and acknowledging the unique Basque culture, Faherty is working to build a community hub, not just a retail outlet.

The Parisian Gambit and Future Horizons

While the Biarritz store provides a permanent anchor, Faherty's European strategy is already looking toward its next phase. In April, the brand will launch a month-long pop-up at the iconic Merci concept store in Paris. This move is strategically critical, allowing Faherty to introduce itself to a completely different, yet equally important, segment of the European market.

Merci is a Parisian institution, renowned as a trendsetter and a purveyor of finely curated fashion and design. A presence within its walls offers an invaluable endorsement, granting Faherty immediate credibility with a fashion-forward, urban audience. It's a chance to test the brand's appeal away from the beach, in one of the world's most influential fashion capitals.

This dual approach—a permanent store in a niche cultural hub and a high-profile pop-up in a global metropolis—demonstrates a sophisticated, multi-pronged entry strategy. It builds upon the company’s existing international e-commerce platform, which already ships to over 100 countries, including France. The physical stores provide the immersive, tangible brand experience that online shopping cannot replicate.

Having grown from a dream shared by two brothers into a company with over 80 stores across the United States, Faherty is now charting its course across the Atlantic. The opening in Biarritz is not just an expansion; it's a test of whether the American coastal dream can resonate on a global scale, one beautifully crafted, comfortable garment at a time.