SURF clothing label giant Rip Curl has opened its new store in Port Douglas with locals and tourists set to cash in.

The store, located at the four mile beach end of Macrossan Street, is expected to add to the vibrant shopping culture of Port Douglas.

Given the town's reputation as a beach holiday haven and tourist mecca, Rip Curl franchise part-owner Nadine Druce said it made sense to open a store. Druce said the store not only created jobs within the local community (all staff are locals) but would add to the Coconut Grove shopping precinct.

"We hope the store can definitely add to the shopping culture and will add something to the far end of Macrossan Street," she said.

"It should add a nice balance with the high end stores and draw people to that part of town. We are all about engaging with the local community and the store will definitely be doing that."

Druce said Port Douglas was revered Australia wide for its outdoor lifestyle, stunning beaches and swimming culture which fitted the Rip Curl brand perfectly.

"When you go into most Rip Curl stores you won't see any surfboards so it's not actually about the surf, its about the lifestyle," Druce said.

"In Port Douglas people still need board shorts, people still need rashies, they still need all the products that come with living in such a beautiful part of the world. It makes sense."

Druce has already launched stores in regional places such as Bundaberg, Gladstone and Rockhampton.

Rip Curl Port Douglas store manager Belinda Morris said she expected it to be a popular addition to the shopping landscape.

"We've only been open a week and we're already having lots of fun," Morris said.

"With Easter upon us we are expecting it to be pretty busy, especially with school holidays also on for the next couple of weeks. I'm a local and I think the locals will love it."