𝐆𝐥𝐨𝐛𝐚𝐥 𝐒𝐮𝐫𝐟 𝐁𝐫𝐚𝐧𝐝 𝐑𝐄𝐄𝐅 𝐁𝐫𝐢𝐧𝐠𝐬 𝐈𝐜𝐨𝐧𝐢𝐜 𝐂𝐨𝐚𝐬𝐭𝐚𝐥 𝐂𝐨𝐦𝐟𝐨𝐫𝐭 𝐭𝐨 𝐒𝐌 𝐂𝐢𝐭𝐲 𝐂𝐞𝐛𝐮

REEF, the world-renowned beach and surf lifestyle brand, is officially bringing its signature high-quality comfort and its laid-back coastal style to the Queen City of the South. Adventure seekers can look forward to the grand opening of the new REEF store located at the 2nd Level, North Mall of SM City Cebu on June 28, 2026.

Founded in 1984 by South American brothers Fernando and Santiago Aguerre, REEF was born out of a love for surfing, beach culture, and coastal living. Operating on a mission to create premium, ultra-comfortable footwear that could effortlessly match their active, walk-everywhere lifestyle, the Aguerre brothers revolutionized the industry. They designed durable, versatile sandals engineered to take you from a morning on the sand to a night out in the city—all in total comfort. For over four decades, REEF has stayed true to this heritage, combining a passion for the ocean with innovative footwear technology.

The new SM City Cebu boutique will showcase REEF’s extensive global product offerings to meet the diverse needs of Cebuano consumers. It will have the Water-Friendly Collection that is engineered with water-resistant materials, perfect for island-hopping, beach trips, and unpredictable tropical weather. Also, a Stylish Comfort Line, with trend-forward designs that deliver maximum support and versatility for everyday urban wear. 

The products will also include the Premium Collection, made with high-quality materials and refined finishes for a sophisticated coastal look. And of course the legendary and iconic Fanning sandal named after the champion surfer Mick Fanning that features a durable and comfortable sole with a built-in bottle opener on the outsole for the ultimate convenience.

SM City Cebu branch’s opening marks an exciting milestone in REEF’s expansion across the Philippines, making premium comfort more accessible to regional markets. In addition to the upcoming SM City Cebu location, REEF products can also be found at REEF SM Mall of Asia (MOA), SM Davao, and leading multi-brand active lifestyle retailers including Res Toe Run, Grind, and R.O.X. Nationwide consumers can also shop the collections online via Shopee, Lazada (via Res Toe Run), and the official e-commerce platforms of Res Toe Run, Grind, and R.O.X. Visit the new REEF store at the 2nd Level, The North Wing, SM City Cebu starting June 28, 2026, to experience the beach-to-town comfort.