Paliskates, the longest-running female-owned skate shop in the country, reopened Friday in Santa Monica after the devastating Palisades Fire destroyed its original Pacific Palisades location, where it had been a community fixture for 25 years.
The new shop at 212 26th Street, Santa Monica, CA 90402, drew a strong crowd despite rainy weather, as longtime customers, families and local supporters welcomed back the store that owner Erica Simpson founded in 1999.
"It feels bittersweet. I am sad that we lost the store. It has been a staple in the community for 25 years," Simpson said. "We are excited to be open in Brentwood and be so close to our community still. Many people have relocated to the area and most importantly all the kids' schools are still in the area so we are able to be there for them."
The reopening represents more than a business restart for the Westside skateboarding community. Paliskates has served thousands of young skaters over two and a half decades, becoming what Simpson describes as a "truly multi-generational space" where original customers now bring their own children.
"As someone who grew up in the Palisades and has been shopping at Paliskates since I was a little girl, being part of this re-opening was both personal and incredibly special to me," said Alexis Pappas, co-host of the reopening event. "This is more than a store, it's a community."
The response to the reopening has exceeded expectations, with customers traveling from across Southern California and beyond to support the shop's comeback.
"We have had customers come to see us from Santa Monica, Venice, Manhattan Beach, Santa Barbara and New York to name a few areas," Simpson said. "It feels good to be able to talk to people in the community I haven't seen since the store burned down. People are coming in just to talk and connect."
The fire claimed irreplaceable pieces of Paliskates' history. The original location at 1021 N. Swarthmore Ave. housed murals created by children two decades ago, countless photographs documenting 25 years of customers, and a skateboard signed by legendary skater Tony Hawk 25 years ago.
"The space itself held so many memories," Simpson said. "Photos, photos and more photos showcasing 25 years of kids and families. Honestly, just seeing the kids and the community coming into 1021 N Swarthmore Ave for the last two decades."
Rebuilding presented significant challenges, particularly financial ones, but Simpson said the decision to reopen near the original community felt right.
"Financial for sure. We knew it was the right thing to open the store in the area where we did," she said. "Emotionally there is just so much healing in staying connected to people and also moving forward even though things are challenging."
The reception from both Santa Monica residents and displaced Palisades community members has been overwhelmingly positive, though tinged with longing for the original location.
"It has been a very strong welcome from Brentwood and bittersweet from the Paliskates because they are happy we are open but still want us to come back to the Palisades," Simpson said.
As Paliskates moves forward, Simpson has expanded the store's vision. The shop is developing a full Paliskates product line, creating new merchandise in the wake of the fire's destruction.
"We have made so many new products post-fire. We are branching out and are developing a full Paliskates line," Simpson said.
The milestone of being the country's longest-running female-owned skate shop has taken on new significance for Simpson after rebuilding from scratch.
"I am even more determined to keep the store alive," she said.
Paliskates has built its reputation as Los Angeles' premiere destination for skateboarding and surfing culture. Simpson founded the shop with a mission to reflect the independent spirit of skate and surf culture: irreverent, strong, athletic and inclusive.
The Santa Monica location marks a new chapter for Paliskates, but the shop's core mission remains unchanged — providing a home for the extended skateboarding community that has grown around it for more than two decades.