Walk down the outdoor hallway, enter the surfboard-laden doorway on your left, and you'll enter a surfer's haven: shorts, shirts, books, DVD's, sunglasses, and, oh yeah, a heck of a lot of surfboards. Owners Norm and John were both affiliated with the SM Surf Shop that was once on Wilshire, but felt it was time to refresh the image by bringing it onto the shopper's paradise on 4th street right near the beach. In addition to selling everything surf-related you can think of, the store offers reasonably-priced surf lessons and board rentals. The store suggests a discounted 2-person surf lesson as a date. Though the new location has only been in business for 4 months, business is booming, and the owners have thirty years of surf-retail experience between them.