SurfStitch Group Ltd. is an online retailer for action sports. It operates through the following business segments: Asia-Pacific Retail; Europe Retail; North America Retail; Media & Production; and Surf Hardware. The Asia-Pacific Retail segment offers sports and youth apparel under the SurfStitch brand. The Europe Retail segment sells its products online through the Magicseaweed and Surfdome trademarks. The North America Retail segment includes sports apparel and accessories from the brand, Swell. The Media & Production segment develops action sports and utilities platforms. The Surf Hardware segment designs, markets, and distributes water board sports products and accessories. The company was founded by Justin Cameron and Lex Pedersen in 2007 and is headquartered in Queensland, Australia.