Brigantine’s Iconic Surf Shop Starts a New Chapter: Primal Surf
Primal surf is known for offering top-of-the-line surfing equipment, quality beachwear, trendy ladies and men's apparel, and exceptional customer service. Those are all things new owners and Brigantine residents Angela Cocivera and Peter DiPalma will continue as they enter their first season together. The duo took over the reins from Primal's longtime owners Mike and Sue Laielli earlier this year. It was important to Mike and Sue that they pass along their business to someone who cared about the Brigantine community and loves the island as much as they do. Angela was already seasoned in the retail business (she has a boutique in Medford), so when the opportunity arose to continue Primal's legacy, she and her husband Sal dove in so to speak. They worked closely with Mike and Sue for six months to ensure a smooth transition for the community shop.
The Cociveras are very active in water sports like paddleboarding and SCUBA and thought it smart to bring in a partner who specialized in surfing, to help customers even further.
Peter DiPalma was the perfect fit.
"I've watched Peter growup on Brigantine Beach. I've watched him surf forever,” Angela said.
Peter graduated from Coastal Carolina University in May with a degree in business management entrepreneurship, so the timing was kismet.
"I was starstruck, to be honest," he said. "I was kind of in shock for a little bit. It was one of the biggest dreams come true and I could not be more thankful for this opportunity."
Peter worked as a surf instructor for Primal Surf over several summers, so he's familiar with the business.
"I know I have so much to live up to with what Mike and Sue have built. They have such a great established business and great customer loyalty, Peter said.
Angela and Peter officially bought the business in November 2024, opening a few days later.
"Mike and Sue were with us that entire time," Angela said. "If I have a question I just call Mike. He remains actively involved in the shop."
The team also includes manager Carlie Bush, another Brigantine resident.
The partnership is "amazing" and well balanced, according to Peter. Sal handles bookkeeping, while Angela is leading the retail and hospitality side.
"And I'm the young, full-of-life, energetic surfer," Peter said, adding he was born in 2003 - the same year Primal Surf opened.
For 2025, store hours have been extended, and both locations will be open seven days a week in the summer.
It's important for Angela, Peter, and Carlie to carry something for everyone, both surfers and non-surfers alike. In the shop you'll find all things surf and surf boutique. There's a huge selection of boards (surf and paddleboards), wax, and other surfing accessories. There's also OluKai footwear, the full line of Sun Bum products and an expansive sunglass selection, including Maui Jim, Gucci, YSL, and Tom Ford. Jetty, Vuori and O'Neill are just a few of the apparel vendors. Primal carries a large line of cool clothing from tees, bathing suits, and shorts to dresses and coastal casual looks suitable for a day on the beach, a daytime event, or a night out.
"It's island stuff, summer stuff,' Angela said.
There is an array of jewelry and accessories, too, including K'lani hair tie sets that double as bracelets.
"I'm amazed by some of the apparel," Peter said. "There's a surfer vibe - nice patterns, beautiful colors."
Outside of its product lines, the other huge facet of Primal Surf is its surfing lessons. The lessons are for all ages, Peter said, and are taught in small groups or individually, many with the same instructors who have been teaching with Primal Surf for years.
Angela and Peter are most looking forward to just continuing what Primal Surf has already established, including supporting the local community in the same way the community supports the shop.
"Mike and Sue have always been such an important part of the island in both Primal Surf and giving back to the community,' said Angela. "We will continue that legacy.
