hurley.com
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Hurley: Nike's Forgotten Asset
A $302M revenue giant with a 1.5-star rating is a brand crisis in waiting
Hurley.com generates $302.6M annually with nearly 1M employees, yet suffers from a catastrophic 1.5/5 Trustpilot rating. This is the story of a legacy brand bleeding trust while fighting to survive in a DTC world.
"A 1.5-star rating isn't a product problem—it's an operational failure that will sink the brand if not addressed immediately."
The Trust Crisis
With 77 reviews averaging 1.5 stars, Hurley faces a reputation emergency. For a heritage surf brand that should embody beach culture authenticity, this rating signals deeper issues in fulfillment, customer service, or product quality. The 43% direct traffic suggests strong brand awareness, but these loyal customers are likely walking into a service trap.
The SEO Moat
Hurley dominates its brand search (41,720 monthly volume) and captures long-tail terms like 'hurley hoodie sizing' and 'hurley neoprenos.' With 100,570 backlinks and 48% organic traffic share, the domain authority is solid. But traffic without conversion is vanity—especially when your brand searches outnumber generic category terms 10:1.
The tech stack tells its own story: jQuery, Bootstrap, and Tailwind CSS coexisting suggests a legacy codebase patched over time rather than architected intentionally. The presence of Priority Hints and PWA capabilities shows technical ambition, but execution lags behind modern DTC leaders.
- Heritage brand equity eroding through poor customer experience
- Strong organic presence (48%) but failing to monetize brand loyalty
- Tech debt visible in conflicting frameworks (jQuery + modern tools)
- Massive employee count (948) for a $302M revenue business suggests bloat
Hurley is a fixable disaster
The brand has the bones of a winner but needs surgical operational changes before the trust collapse becomes irreversible
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5 keywordsHow is Hurley's SEO?
Open Graph Image
http://www.hurley.com/cdn/shop/files/Screen_Shot_2024-10-16_at_10.13.58_AM.png?v=1729105257
Meta Tags
Hurley | Boardshorts, Swimwear & Beach Apparel
Surf, skate, and streetwear inspired by beach culture. Shop Hurley men’s and women’s apparel, boardshorts, tees, and hoodies built for movement, inspired by Southern California living.
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Reviews (20)
Honda gx390 pressure washer
Yesterday I needed a part and help for a pressure washer . I didn’t have a clue, Luke gave me his personal number so I could send him pictures. Within five minutes of sending photos the part was ready to collect. Today I went to the office and not only did they have the part , they also fitted for me . Top class service
Dissatisfied
Dissatisfied, I purchased beach chairs and the back straps being exposed to the salty air disintegrated and are of no use anymore. 😠
I am a big fan of Hurley clothing but...
I am a big fan of Hurley clothing because of their fit, the material they use, the style, colours and patterns. I think they have all the product elements to become a great brand. However, like all growing businesses, their business process management such as shipping, ecommerce and customer support is severely falling behind or isn't managed at all to keep up with scalability and demand, which will only hurt their branding efforts, shooting themselves on the foot. I placed a large order over a month ago from Canada. After over 3 weeks, my order was still not shipped. When I contacted them, they only mentioned they are having "trouble" shipping internationally and didn't provide a date in which they expected to ship. They didn't notify me, but rather I had to reach out to them. After another week, I asked for a refund. Although I received most of it back, they still have yet to provide my full refund; and did not provide any reasons why a partial refund was provided. If a business isn't ready to do business, don't do business unless you want to shoot yourself on the foot. Also, if a business doesn't fulfill their end of the obligation, then provide a full refund to the customer...it's not rocket science. Really crap business process management...unreal.
Hurley Sucks
Hurley makes cheap gear that are not made to last but just to sell. They get damaged after a few washes and don't offer you what you need.
Not at all what I expected
I chose a Hurley hoodie vs a Nike hoodie. The cost difference was a factor in my decision. The products looked similar and for the price I thought definitely worth it. After just a few times being worn the forearms began to have pills, those little balls of material that make an item look really worn. After a few washings the sides began to have pills. Not at all what I expected from Hurley. This was my first and last Hurley purchase.
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About hurley.com
Surf, skate, and streetwear inspired by beach culture. Shop Hurley men’s and women’s apparel, boardshorts, tees, and hoodies built for movement, inspired by Southern California living.
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Phone Numbers
Technology Stack
hurley.com uses 28 technologies across their website including Font Awesome, Google Fonts, hCaptcha, HSTS, Bunny CDN, cdnjs, and more.
Fonts
Font Awesome, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
CDN
Bunny CDN, cdnjs
Cloud & Hosting
Cloudflare
Email Marketing
Klaviyo
Advertising
Snapchat Pixel, Facebook Pixel
Traffic & Audience
hurley.com receives approximately 354.8K monthly visitors and ranks #99,424 globally. The website has a bounce rate of 39% with visitors viewing an average of 5.1 pages per visit. Users spend an average of 1:56 on the site.
The majority of hurley.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about hurley.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit hurley.com directly at https://hurley.com.