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Newport Beach-based surfwear maker and retailer Toes on the Nose has opened a store selling more than just beach garb at the Hyatt Regency Resort and Spa in Huntington Beach.
Like Toes on the Nose's Laguna Beach boutique, you can buy sunglasses, hats, flip-flops and Hawaiian shirts at the 1,800-square-foot Surf City store.
The twist: The store also offers surfing lessons for guests and beach-oriented corporate event packages.
Richard Allred, president of Toes on the Nose, calls it "brand reinforcement."
The goal is to build an affinity with Toes on the Nose by selling more than just beach clothes at the store, which opened in May, he said.
Toes on the Nose isn't the only one offering services as a way to boost retail sales. Liburdi's Scuba Center at The Camp in Costa Mesa sells scuba gear and teaches people how to dive in its heated saltwater pool. HB Wahine, a new clothing and surfboard shop in downtown Huntington Beach, offers surf lessons and plans to offer lessons on its indoor skateboard ramp.
Toes on the Nose's tack is wider. Hyatt...