reef.com
Get leads like Reef — and thousands more
Build targeted lists by tech stack, traffic, and more
Reef: The $155M Sandal Giant That Forgot to Evolve
How a heritage surf brand built a direct-to-consumer engine—and stalled in the modern era
Reef.com isn't just selling flip-flops; it's a 1990s surf brand clinging to relevance in a DTC landscape that has evolved past it. With $155M in revenue, the company sits in the uncanny valley of e-commerce: technically functional, culturally stagnant.
"Reef has built a fortress of direct traffic, but it's a castle with crumbling walls—trusting a brand name over a modern digital experience."
The Traffic Paradox
Reef's 56% direct traffic is a double-edged sword. It signals strong brand equity (people type 'reef.com' directly), but with only 31% organic search, they're invisible to new audiences. The surf brand is preaching to the converted while competitors like Hoka and On capture the next generation through SEO and content. Their top keyword 'reef' commands 48K monthly searches, yet they're not capitalizing on broader lifestyle terms.
The Tech Stack Trap
Reef's tech stack reads like a 2020 e-commerce starter pack: Tailwind CSS, Bootstrap, Swiper, Vite. It's functional but generic. They're using Progressive Web Apps (PWA) and lazy loading—solid fundamentals—yet their 2.2/5 Trustpilot score suggests the experience isn't translating to customer satisfaction. The infrastructure is there, but the execution is missing the magic that turns visitors into evangelists.
What's fascinating is Reef's social presence: TikTok, Facebook, Instagram. They're present on every platform, but with only 25 Trustpilot reviews, they're not converting social engagement into social proof. The brand has 289,550 backlinks—a massive SEO asset—but they're not leveraging it to climb the global rank beyond #64,683. It's a classic case of having all the ingredients but not cooking the meal.
- 546 employees for a $155M revenue business = $284K revenue per employee (efficient but not scaling)
- Free shipping threshold at $65 is standard but uninspired—no innovation in the commerce model
- Blog exists but isn't driving the 31% organic traffic it should
- Careers page is an ADP portal—functional but not brand-aligned
Reef is a sleeping giant with its eyes open
The brand has the revenue, traffic, and infrastructure. What it lacks is the boldness to evolve from a sandal company into a lifestyle platform. The data shows the foundation is solid—the next CEO needs to build a castle on top of it.
What tech stack does Reef use?
How much traffic does Reef get?
Traffic & Engagement
Rankings
Backlinks & Authority
Search Traffic
Top Organic Keywords
Where is Reef's audience located?
Who competes with Reef?
Device Distribution
What keywords does Reef rank for?
5 keywordsHow is Reef's SEO?
Open Graph Image
http://www.reef.com/cdn/shop/files/REEF_Logo_Black_H_Sm.png?v=1708453635
Meta Tags
REEF® Sandals, Shoes, Boots & Apparel | Free Shipping over $65
Shop surf-inspired men's and women's REEF sandals, shoes & clothing for beach and active lifestyle. Free Shipping over $65. Product quality guaranteed.
Schema Types
What is Reef's revenue?
Who works at Reef?
Loading leads...
What do customers think of Reef?
Reef
Categories
Activity & Engagement
Contact Information
Reviews (20)
Best Sandals ever
First and foremost, I love these sandals. I currently own 3 pairs and plan on ordering another. I've also recommended to multiple friends because I'm not a gatekeeper. They are ridiculously comfortable, waterproof and tough enough for everything I've put them through. I've worn to the beach, long walks and even some challenging hikes because I like to test fate. I've worn casually and dressed up because I like to be a trend setter. These sandals do not disappoint and when the salsa limited editions restock, those will be dancing their way into my cart. Trust this stranger!
IREEF thankyou x
We went to i-reef today for the first time and what can I say 10/10...the staff are super friendly and very knowledgeable, the shop is clean tidy spacious ..they have information on every fish/coral in the shop and you can email yourself the info you need at a touch of a button , what a great feature that is ... we got offered a hot drink as soon as we walked in.ste is extremely knowledgeable and katie thank you for the info on my sea horses great help .. we was lucky enough to meet one of the owners who was nothing but lovely and is going out of his way to help us with our tank when we move house , thankyou this place will absolutely be our go to in the future , emma &daz
Good shoes. Poor business.
I love the shoes I got. I had to add a hole to the strap as they were quite tight around the ankle but no problem! What I didn’t like was that I placed an order using a coupon code. The way cancelled the order and said they were sold out. I reordered immediately as the size was still shown on. Of course, I couldn’t use the coupon at this point as it was invalidated after first order. No shock - the order went through. So they cancelled me when I had a coupon. Then allowed me to purchase at full price. Seems quite dishonest
I miss the quality Reef sandals had for decades
I've been wearing Reef sandals since the 90s and I always have at least one pair of the Sandy style at all times. The quality has seriously gone down hill. One pair would last me years (maybe that's the point of downgrading the quality?) There was a time I'd put on a new pair and the arch support and comfort would make me realize how worn out my old pair had gotten. Not anymore. New pairs are hard as a rock with almost no arch support. And the sizing has completely changed. I have always worn a size 8. I just held up my new size 8 to my old one and it's at least a half size shorter. Luckily I wear a 7.5 so these will at least fit. These will be my last pair of Reef. These are in no way worth $45. I'll be trying out Teva or another brand that makes similar sandals. I'm very disappointed I have to do this, I have loved these sandals since I discovered them as a teen in the 90s. I've seen other people complain about this same issue for awhile now, but was hoping they were exaggerating. They are not, and it shows how the company feels about it's loyal buyers that they haven't addressed these issues. Do better Reef. Maybe I'm returning my new pair, maybe I'll try again in a few years.
Bad Customer Support
I used to buy from them but recently there was an error with an order I placed. I tried to reach out within 15 minutes of placing the order. Customer service number was just a recording and told you to leave a message. I tried the email route and did get a reply hours later telling me there was nothing they could do. No one ever called me back from the message I left. I tried reaching out to the shipping company but didn't have any luck there. So there's a pair of shoes I'll never get. Buy from a company that has actual Customer service.
Frequently Asked Questions about Reef
What is Reef's Revenue?
What does Reef do?
How fast is Reef growing?
How do people interact with Reef?
How do people find Reef?
Who uses Reef?
What technologies does Reef use?
Who are Reef's competitors?
What do customers think of Reef?
Export Data
Unlock all exports
Download CSVs, JSONs & full reports
How to contact Reef?
Contact Information
Export reef.com Data
Download the complete tech stack, analytics, leads, and company data for reef.com in JSON or CSV format. Use it for your sales pipeline, competitive analysis, or research.
Raw JSON Data
Click "Show" to view the raw API response data
About reef.com
Shop surf-inspired men's and women's REEF sandals, shoes & clothing for beach and active lifestyle. Free Shipping over $65. Product quality guaranteed.
Company Overview
reef.com Social Media
Contact reef.com
Phone Numbers
Technology Stack
reef.com uses 26 technologies across their website including Font Awesome, Google Fonts, hCaptcha, HSTS, PHP, and more.
Fonts
Font Awesome, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Programming Languages
PHP
CMS
Contentful
CDN
cdnjs
Cloud & Hosting
Amazon S3, Amazon Web Services, AWS CloudFront, Cloudflare
Traffic & Audience
reef.com receives approximately 676.2K monthly visitors and ranks #64,683 globally. The website has a bounce rate of 44% with visitors viewing an average of 4.2 pages per visit. Users spend an average of 1:51 on the site.
The majority of reef.com's traffic comes from undefined, undefined, .
Frequently Asked Questions
What is reef.com?
What technologies does reef.com use?
How do I contact reef.com?
What are reef.com's social media accounts?
Is reef.com hiring?
How popular is reef.com?
Related Searches
This page provides publicly available information about reef.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit reef.com directly at https://reef.com.