Beach Without Sand was originally opened in 1983 by David Watson (Wato) and Michael Beaumont, right as surf culture on the Northern Beaches was really taking shape.
Their partnership lasted two years before they parted ways, with Wato continuing to run the store. Looking back on the beginning, Wato recalls how simple the idea really was:
“We were keen surfers, and the closest surf store was in Mona Vale, so we thought there might be a market for something local. Rent was $80 a week. We were pretty optimistic and took the risk, telling ourselves that if it didn’t work out, we could always go and work at the local pub to pay the rent if we needed to.”
From those early days, the business has stayed close to its roots. Wato’s children, Sam and Bec, have both worked in the store since their teenage years and are now moving toward becoming future part-owners. Wato still works alongside them and alongside Chris Friend “Kong”, who joined after the original partnership ended.
Kong first came in to help during the expansion from one store to two. Wato saw his work ethic early and brought him on as a part-owner, a role he still holds today.
Wato has long been closely involved in the business, but these days he’s stepped back a little. Now semi-retired, he divides his time between surfing, golfing, the gym, and spending time with his grandchildren. You’ll still often find him in the shop, chatting with customers and keeping in touch with the community that has grown around it over the years.
“We’d like to think that we’re part of the community. People come in and tell us this place is an institution and that we are part of the local fabric, so it’s always nice when we hear people say that.”
That sense of belonging runs through everything the store has become.
The Story Behind the Distinctive Beach Without Sand Logo
From the street, the North Avalon shop is impossible to miss. A vibrant blue-and-yellow mural wraps around the building, featuring the Beach Without Sand logo: a white bucket filled with red liquid with a black shark fin surfacing within.
It is a design that has become instantly familiar across the Northern Beaches, often prompting curiosity about how it became such a recognisable local marker.
That story goes back to Ross Renwick, co-founder of Billy Blue Creative, who walked into the store one day, told Wato the logo needed work, and returned with a redesign.
Wato remembers it simply:
“A guy I didn’t know too well came into the store one day, bought a few things, and on his way out said, ‘By the way, your logo is no good, I’ll do you a decent one.’ He came back with the shark in the bucket. I hadn’t given him a brief. I asked what it was, and he said, ‘I don’t know, don’t ask me. It works, use it.’”
What It’s Like Inside This Northern Beaches Surf Store
Surfboards line the walls, old photographs hang across the ceiling, and painted waves run along the walls, adding layers of history and character.
Music plays through the space, with people of all ages coming and going, and easygoing conversation between customers and staff. The atmosphere feels uplifting and relaxed, with a tight-knit sense of community and trusted in-store advice. Most end up staying longer than planned and finding something they actually need.
Sam describes it as a “local core surf store,” while Wato calls it “Peninsula powered.” Together, it captures the tone of the place without needing explanation.
Avalon-Inspired Graphics by Local Designers
Beach Without Sand works with local creatives to create designs that stay connected to the places people know well.
Artists Ben Brown and Phil Meatchem have produced illustrations for hoodies, T-shirts, and other merchandise featuring well-known local anchor spots like North Avalon Beach, the South Avalon headland, and peninsula maps.
These are not just scenic references. They are places where people gather, check surf conditions, enjoy a coffee or a picnic, and spend time overlooking the ocean. The designs reflect that shared routine in a way that feels instantly recognisable.
Wato’s son Sam has also contributed to the design direction, including pieces like the NAV logo, bringing his own creative eye and understanding of what resonates with customers.
“When it’s your own brand, you care a lot about the quality,” Sam explains. “You want it to be something people will really love and will last.”
That thinking runs through the store, with a strong focus on quality across everything in stock.
In addition to the Avalon location, Beach Without Sand also has a Palm Beach store offering women’s and children’s wear, beach essentials like umbrellas and chairs, and surfboard hire from $20 an hour, while Avalon stays true to its original focus on menswear, wetsuits, and boards.
The Community Is the Business
Each year, Beach Without Sand puts one percent of its profits back into the local community, supporting environmental work, schools, sporting associations, and families in need.
That support includes NASA, the North Avalon Surfriders Association, the Surfrider Foundation, beach cleanups along the coastline, vouchers for local schools, and donating surfboards to charity raffles and fundraising events.
Wato describes the Surfrider connection simply:
“The Surfrider Foundation is really close to our hearts because it’s looking after the place we all love and go to enjoy, the ocean.”
It’s all part of a wider commitment that has been built over more than four decades on the Northern Beaches. Pop in for a browse. You might leave with a new hoodie, a board under your arm, and a better sense of what Beach Without Sand has grown into.
Beach Without Sand
Avalon Location:
📍 1 N Avalon Rd, Avalon Beach NSW 2107
🕒 9 am – 5 pm
📞 (02) 9918 2763
Palm Beach Location:
📍 25 Ocean Rd, Palm Beach NSW 2108
🕒 9 am – 4 pm
📞(02) 9974 2861
🌐 https://beachwithoutsand.com.au/
Story by Evie Scully
