In a major retail shift for downtown Ocean City, popular athletic apparel brand Lululemon is set to open a new location at 761 Asbury Avenue, occupying the former home of Ron Jon Surf Shop. The announcement has stirred excitement and curiosity among both residents and summer visitors as the brand moves into one of the shore town’s most prominent commercial spaces.
The new store will be housed in the Boarse Building, a recognizable location in the heart of the city’s bustling shopping district. The move marks the latest expansion of Lululemon’s footprint in resort towns and underscores the company’s growing appeal beyond major urban centers.
Ron Jon Surf Shop, a name synonymous with beach culture, had operated in the space for three years. Its Ocean City location officially closed on October 6, 2024, according to local news sources and a Facebook post by Shore Local News. The post confirmed that Ron Jon would be exiting the market after a short stint that attracted both tourists and surf enthusiasts. While the closure surprised some regulars, others noted the brand’s short lease and the challenges of seasonal retail.
Lululemon’s decision to take over the high-traffic location has already begun to generate buzz. Known for its premium yoga pants, fitness gear, and stylish athleisure collections, Lululemon is expected to draw a steady crowd, especially during the peak summer season.
Ocean City Magazine officially welcomed the brand with a social media post, highlighting the importance of the location and its potential for boosting local foot traffic. The magazine’s post stated:
“Welcome, Lululemon, to OCNJ! They’re taking over the old Ron Jon’s Surf Shop spot on Asbury Avenue. Exciting things are coming to town!”
Though an official opening date has not yet been announced, local business owners are hopeful the new store will open before the 2025 summer season kicks off. The timing could be strategic—just ahead of Ocean City’s busiest retail months when the boardwalk and downtown shops teem with vacationers.
A Changing Retail Landscape
The move also reflects broader changes in retail dynamics within Ocean City. Once dominated by souvenir shops, surf stores, and mom-and-pop businesses, the area is increasingly seeing the entry of national and global lifestyle brands. While some residents view this as a natural evolution of the city’s appeal, others raise concerns about the potential loss of Ocean City’s small-town character.
“I loved having Ron Jon here,” said Sarah Jennings, a local yoga teacher. “But I’m also excited to have a Lululemon nearby. Their stuff is great quality, and it’s awesome to have access without having to drive to Philly or Cherry Hill.”
Others expressed cautious optimism.
“As long as Ocean City keeps its values and traditions—like being a dry town and a family destination—I think we can welcome a few big names,” said Brian Costa, who owns a nearby coffee shop on Asbury Avenue.
About the Location
The Boarse Building, where the new Lululemon will be located, is a key piece of downtown Ocean City’s historic commercial corridor. The building is situated on Asbury Avenue, which features dozens of shops, cafes, and local businesses. Asbury Avenue remains a popular destination for both residents and tourists, offering a walkable alternative to the more commercialized boardwalk.
Given its central position, the new store is expected to benefit from both steady foot traffic and strong brand visibility. Lululemon’s storefronts often feature minimalist designs and wellness-focused retail experiences, which may appeal to Ocean City’s health-conscious demographic.
Economic Implications
Lululemon’s arrival could also bring economic benefits. New jobs, increased commercial tax revenue, and more shopping options are among the expected outcomes. The City of Ocean City has long promoted efforts to support its local economy while preserving its small-town charm.
According to the New Jersey Division of Travel and Tourism, Ocean City is one of the top shore destinations in the state, with millions of visitors annually. The presence of a well-known national brand like Lululemon only reinforces the city’s economic viability and relevance in the retail sector.
Additionally, the New Jersey Business Action Center (BAC), which assists businesses with location decisions and permits, lists Ocean City as a prime example of a seasonal business hub. Visit New Jersey Business Action Center for more on how towns like Ocean City are supported in growth efforts.
While Lululemon has not yet commented on the exact size of the staff or specific product lines to be carried at the new store, it is expected that their core range—athletic wear, accessories, and wellness gear—will be available. Temporary signage and renovations are already underway at the site.
