Surf City Plaza is nothing more than a collection of average surf fashion stores. While many of these may be so-called "factory stores", their selection is narrow and most prices are MSRP Australia (which are much higher than average street prices in Europe and North America). Some shops have a large number of boards. Close examination reveals these to consist of multiple copies of the same board types/lengths/styles.
Quciksilver did have a very good wetsuit selection on display, but the rest was pretty humdrum.
"Factory outlet" pricing is restricted to stuff out back of the loading docks. Most of this is a jumble of obviously poor selling lines. I've encountered much better prices at any number of surf shops along the New South Wales coast.
Local Torquay retailers are in on the act as well. The shops across the street from the factory stores have unimpressive selection of products and prices higher than the average street price in Australia.
In my view, this plaza and its retailers are trading on the name of Torquay and Bells Beach. Not worth the time and price of fuel to drive from Melbourne (or anywhere else in Australia for that matter).
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