South End Outfitters began in late 2012 as Jeff and Cheryl Price's quest to start a new business on Topsail Island selling brands that they loved and could not buy locally and to promote a coastal lifestyle. At South End, you can outfit your boat for fishing with a Yeti cooler or Penn Reels; or outfit yourself in Peter Millar and Vineyard Vines for a nice dinner at the Price's other business, the Beach Shop and Grill, located across the street. Every year, they grow and improve both businesses, adding new brands, new items and share not only their love of good food, but their love for the coastal lifestyle that they live.


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