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South Moon Under plans global online expansion

Inside the South Moon Under store on Aliceana Street in Harbor East.
Inside the South Moon Under store on Aliceana Street in Harbor East. (Algerina Perna / Baltimore Sun)

South Moon Under, the Berlin, Md.,-based fashion retailer that got its start as an Ocean City surf shack in 1968, is going international.

A recently opened distribution center in Salisbury will allow the 22-store chain to double its business by adding more stores and expanding online globally, the retailer said. The chain now runs a national online business.

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South Moon Under is still privately owned and led by founder Frank Gunion, who was studying international relations in college in 1968 when he decided to open a shop at the beach.

Gunion started out selling handmade surfboards and swimsuits. The company has grown into an upscale chain known for sophisticated fashion, with stores in Maryland, Virginia,  Delaware, Pennsylvania, Connecticut and New Jersey.

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"Our mission is to inspire self-expression through the art of fashion," the company said.

lorraine.mirabella@baltsun.com

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