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Locations and History

About Us

shoe sufing logo where you can surf for any stlye

Over 40 Years of Comfortable Tradition

In 1976, when Central Coast Surfboards was still on Monterrey and San Luis Obispo had shops like Korbs Trading Post and Surf-n-Wear, Roxanne Zunich went on a little shopping excursion. While hunting for comfortable shoes for her young sons, Mark and Kevin, Roxanne stepped into a small shoe store at the “Creamery”, selling a new concept of leather sandals called Birkenstocks. Learning about the benefits of the sandals, Roxanne purchased both of her children and her husband John their first pairs. It was this moment that shaped the foundation of offering and teaching others about comfortable footwear.

Roxanne and her family were so impressed by Birkenstocks that a deal was struck between the Zunichs and the shoe store. The family stepped in, purchased the shop and now, over 40 years later, Roxanne’s Birkenstock is still family-owned and has expanded to multiple locations and online companies such as ShoeSurfing.com. Roxanne’s sister, Susanna Money-Doster also owns a Reno, Nevada Birkenstock store and has proven to be very successful for over 25 years.

Within the decades, the Zunichs built a close relationship with Margot Fraser, the founder of Birkenstock USA. In 1966, Margot was on a trip exploring natural health with her husband in Germany when she met a female yoga teacher at a spa. After hearing about Margot’s chronic foot pain issues, the woman introduced her to sandals made by a German family who had been making shoes since 1774. Margot purchased a pair and within 2 months, her feet dramatically improved. Margot contacted Birkenstock and humbly asked if she could start distributing the sandals in the US, to which they agreed. So began the long and ever-growing history of Birkenstocks, the Frasers, the Zunichs and loyal customers. Margot is known to be one of the leading pioneers in what is called the “Comfort Shoe Store” in the footwear industry.

The tradition of comfortable footwear, capturing opportunity and excellent customer service has never wavered for the Zunichs. These strengths are embedded into the core of the business, both in shop and online. E-commerce has proven to be an exciting aspect of the business as the company was able and continues to grow its reach into the world market; ShoeSurfing.com, RoxannesBirkenstockslo.com, BirkenstockBeach.com, SheepskinShoes.com, StegmannBeach.com.


Our History

Photo of Ann, Gordon, Margot, Roxanne circa 1976

Ann, Gordon, Margot, Roxanne circa 1976

Photo of Margot & Karl Birkenstock in 1991

Margot & Karl Birkenstock in 1991


Roxanne’s Birkenstocks opens in San Luis Obispo, California as the 10th Birkenstock store in the entire US


A second location opens in Fresno, California


UGG® Australia boots are introduced by the family to their customers, nearly a decade before the sheepskin boot craze would hit the US.


Roxanne and John’s youngest son Kevin begins to manage the San Luis Obispo location and begins to re-vamp the business.


Construction begins on the sale outlet store and warehouse deemed “The Shack”. The family promotes community participation by appearing at the weekly San Luis Obispo Farmer’s Market.


BirkenstockBeach.com officially launches and paves the way for many other online stores to come. 


The first 2-Day Annual Warehouse Outlet Parking Lot takes root and has since taken place every year on the 1st weekend of October. 


Comfort Lifestyle Footwear:

image of surfer with five toe shoes

Our feet greatly symbolize our lives. With the many decisions we have to make, how to keep our feet comfortable should not have to be one of them. That is why we offer you the best footwear choices to keep in pace with your lifestyle, at home or at work.

Regardless of your daily schedule, whether you are strolling through the beach or on your feet for a majority of the day, our selection of women’s, means and infant’s footwear is massive! We present our customers with casual and work boots, shoes, sandals, slippers, accessories and care products from over 50 of the most popular and trusted brands in the industry. UGG®, Birkenstock, Crocs, Dr. Martens, EMU Australia, FitFlop, PediPed, Sven, Taryn Rose and so much more!

The Central Coast Shapes Our Style:

We know what the importance of carefully selecting footwear because we live it. You can ask any resident in San Luis Obispo County, or SLO as the locals call it, and they will tell you that we live in paradise. As a matter of fact, in 2010 San Luis Obispo was deemed “The Happiest Town in America” via National Geographic’s book titled “Thrive” by Dan Buettner and widely publicized by Oprah Winfrey.

Photo showing Shoe Sufing's Pismo Beach lifestyle

Pismo Beach

Photo of San Luis Obispo Mission de Tolosa

San Luis Obispo Mission de Tolosa

Situated halfway between Los Angeles and San Francisco, we live in paradise simply because the people are genuinely nice; the weather is always temperate; the pace is “SLO”; there is no traffic or drive-thru restaurants; we are surrounded by lush nature; we boast some of the best wineries (Central Coast AVA) in the world such as Dinner, Justin Vineyards and Winery, Baileyana, Edna Valley, and Wolff; there is a “Greenbelt Conservation Program” which limits land development; we have one of the best Farmer’s Market in the US; and of course we wouldn’t be able to offer you the most comfortable footwear if we didn’t have some of the best surfing and beaches in California to try them out in!

Having nature and relaxed mindsets to inspire us, you will find that people here appreciate the laid back lifestyle of hitting the waves early in the morning and enjoying the rest of the day with whatever the agenda may be, with our without a nice glass of wine. We at ShoeSurfing.com cheerfully present you with our little slice of paradise wherever you may be. 

Our Path is Where Happy Feet Take Us

We’re not here simply to sell footwear; we’re here to make a difference in our world and make our customers happy with their purchase.

ShoeSurfing.com is one of the leading online retailers of sheepskin boots and nature-inspired sandals and shoes. We stay ahead of our competitors by keeping true to our homegrown business values, researching the latest trends, constantly offering a huge collection of products and guaranteeing 100% satisfaction to our patrons. Satisfaction guaranteed includes outstanding customer service,  and a 110% Price Match!

We also take value in “doing good” for our planet and people. At Shoesurfing.com and our affiliate companies, we make it a point to reuse and recycle what we can. Whether it’s in our office, warehouse or retail store, every employee is encouraged to recycle and conserve. Customers may also notice clean, reused packing materials in their orders – we hope that such a display will inspire others to consider caring for our environment.

We have also installed our “Donation for Dollars” program where we happily accept slightly worn or unused shoes so that they can be donated to “heroes” or people in need through “Gifts From the Sky”. Contributors in return will receive a credit for the purchase of new footwear from our site and feel just a little bit better by helping others.



logo for gifts from the sky

logo image for donations for dollars logo for recycling, shoes surfing recycles shoes



Shop With Us – Our Locations

Come and check out for yourself what over 35 years of experience can offer. We stock the best brands available – UGG®, Birkenstock, Koolaburra, EMU Australia, Teva, Simple, Acorn, Sven, Aussie Dogs, Birkis, Dr. Martens, LAMO and tons more. Check out our 4 awesome retail locations in California!

image outside of Roxanne’s Birkenstocks store photo of birkenstock shoes display in Roxanne’s Birkenstocks store


Roxanne’s Birkenstocks store display

Located in the Mission Mall, across the
creek from San Luis Obispo Mission.

map of location of Roxanne’s Birkenstocks store


Our Stores in downtown San Luis Obispo – Shoe Surfing and Roxanne’s Birkenstocks:

746 Higuera St., San Luis Obispo, CA 93401
(805) 541-3320
(805) 541-1496 Fax
Open 7 days a week, 10 am – 6 pm

Coming from 101 North:1) Head north on US-101 N; 2) Take the 202B/Broad St. exit; 3) Turn left onto Palm St.; 4) Take the first right onto Chorro St.; 5) Turn right onto Higuera St.; we will be on the right-hand side

Coming from 101 South: 1) Head south on US-101 S; 2) Take the 203A/Santa Rosa St exit; 3) Merge onto Olive St.; 4)Turn right onto Santa Rosa St.; 5) Turn right onto Higuera St.; we will be on the right-hand side

Located in the Mission Mall, across the creek from San Luis Obispo Mission.

photo of Shoe Surfing Warehouse location

The warehouse blowout sale


map of Shoe Surfing Warehouse location


Our Shoe Surfing Warehouse in San Luis Obispo:


3523 S. Higuera St. #B, San Luis Obispo, CA 93401
(805) 784-9590
(805) 754-9585 Fax
Open Monday – Friday, 10 am – 5 pm


Coming from 101 North:1) Head north on US-101 N; 2) Take a right onto Los Osos Valley Rd; 3) Turn left at S Higuera St; 4) Turn right onto Granada Dr. and take an immediate left onto the small frontage road.  We are at the end of the frontage road, on the right hand side, in the building with the orange roof. We are located in Suite #B

Coming from 101 South: 1) Head south on US-101 S; 2) Take the CA-227/Madonna Rd exit; 3) Turn right at CA-227/Madonna Rd; 4) Turn right at Higuera St; 5) Turn left on Granada and take an immediate left onto the small frontage road.  We are at the end of the frontage road, on the right hand side, in the building with the orange roof. We are located in Suite #B

 photo of shoe display in Roxanne’s Birkenstock Store in Fresno

Located in shopping complex

map of Roxanne’s Birkenstock Store in Fresno location


Our Roxanne’s Birkenstock Store in Fresno:

1055 East Herndon Ave. # 109, Fresno, CA 93720
(559) 431-7220
(800) 852-6292 Toll Free
Open Monday – Saturday, 10 am – 6 pm
Open Sunday (seasonal), 10 am – 5 pm
Summer: Open 7 days a week, 10 am – 7 pm

Coming from 99 North:1) Head north on the CA-99 N towards Bakersfield/Fresno; 2) Take the 131 to merge onto the CA-41 N toward Yosemite; 3) Take the 134/Herndon Ave. exit; 4) Turn right onto E. Herndon Ave.; our building will be on the right

Coming from 99 South: 1) Head north on the CA-99 S towards Modesto/Fresno; 2) Take the 142/Herndon Ave. exit toward Grantland Ave.; 3) Keep left at the fork and follow signs for W. Herndon Ave.; 4) Turn left onto W. Herndon Ave.; our building will be on the right