Surf Expo Show Director Roy Turner and Bob Hurley of FLORENCE, which is exhibiting at Surf Expo January. File photo by SES.
Surf Expo January is just around the corner and the brand lineup is already impressive.
Some notable names that are either returning to the show after an absence, increasing their booth space, or exhibiting for the first time include Olukai, melin, goodr, Outerknown, Salt Life, Sector 9, Reef, Grundens and many more.
A range of brands that are getting traction in the surf market are also attending, including Katin, Dark Seas, Salty Crew, Rhythm, Roark, Seager, VISSLA, Jetty, FLORENCE, Howler Brothers, Aloha Collection, Instinct, and Free Fly, among others.
Expect some other surprises on the show floor as well, including a pop-up, portable 40-cubic meter pool for surfing courtesy of Surf-Days.
We asked Surf Expo Show Director and Emerald SVP Roy Turner for more details about how the January show is looking.
The show takes place January 8-10 at the Orange County Convention Center in Orlando, Florida.
How is the January 2025 show shaping up? How will it compare size-wise to the January 2023 show?
Surf Expo Show Director and Emerald SVP Roy Turner: We’re thrilled to see participation continue to rebound and this will be our largest event since 2020! Our event covers eight main sub-expos, and we’re seeing growth in all categories, with a particular highlight in our Surf and Shoreline sections.
Are there any notable brands returning to the show or expanding their presence?
Roy Turner: We’re excited to welcome back brands like Outerknown, Olukai, Maui & Sons, The Board Factory, Keeper Sports, Chubbies, Salt Life, Sector 9, Spy Optics, Got Bags, and Sanuk to our January event.
Brands increasing their presence at the show include Reef, Gathr, Fahlo, Critical Slide Society, Jetty, Body Glove, Thread Wallets, Grundens, and Skinny Water Culture.
It’s hard to miss the energy being created on the show floor recently by brands such as Katin, Dark Seas, Salty Crew, Rhythm, Roark, Seager, VISSLA, Jetty, FLORENCE, Howler Brothers, Aloha Collection, Former, Rivvia, Instinct, and Free Fly, among many others.
And we’re excited to welcome new brands to the event, including melin, goodr, Melan Suncare, Moai Boards, CAMP Eyewear, Attitude Skincare, and Goorin Brothers.
For brands, the most important thing is getting the right retailers to the show. How is it looking as far as attracting the right kind and the right number of buyers?
Roy Turner: We’re optimistic about buyer turnout! To date, we’re seeing a 26% year-over-year increase in buyer pre-registration. In talking with retailers, it seems that some staffing challenges from the past few years are easing, and specialty retailers are able to commit to travel. They understand the market shift and want to be at our event for productive face-to-face meetings with brands as many look to rebalance their open-to-buy.
Surf Expo is committed to bringing stellar buyers to the show, and has added an additional buyer relations staff member – Jimmy Mendillo – to help facilitate that. We’ve increased our premium buyer budget considerably and are focused on providing a minimum of a 6 to1 buyer-to-brand ratio at the sub-expo level.
Steven Fisher, who heads our buyer relations team, has been working with key exhibiting Surf and Shoreline partners to grow our international buyer attendance, especially from Mexico and Central and South America.
Are there any special events or activations planned?
Roy Turner: January Surf Expo will have a full calendar of events including fashion shows, educational seminars for retailers looking to grow their business, and an industry party.
A new addition for the January show comes from our friends at Surf-Days who will be demonstrating their latest pop-up surf machine from Germany. Bring your trunks and a changing towel and try out their inflatable surf station using “flow” technology in their 40-cubic meter pool!
In addition, we will host the annual Florida Shape-off, this year honoring Pete Dooley of Natural Art Surfboards. SIMA and the Board Retailer Association will host breakfast meetings that will be open for all to attend.
On the boardwalk in the middle of the show, there will be live artists and book signings.
And our friends at Sun Bum and Pura Vida will share the aloha by providing an activation area with music, food, and happy hours.
You and your team are talking to brands and retailers all the time. How would you describe the state of the industry? What do you think 2025 will look like – do you think there will be a rebound?
Roy Turner: If I had to pick one word it would be “encouraging.” As an industry, there has not been an opportunity like we are seeing since the 1990s.
The new influx of brands and owners is rare, and it makes it an exciting time for the industry. I am encouraged that retailers and brands can present something new to the consumer, ranging from Baby Boomers to Gen Alpha, and separate themselves from competitors outside of the surf, outdoor, and skate industry.
Both retailers and brands have the opportunity to reinforce their DNA, target a specific audience, leverage team riders at the local and pro level, create marketing that connects, take advantage of the upcoming Olympics, and prevent our brands and stores from simply being looked at as a commodity by the consumer.
I am encouraged for 2025 because of the passion, participation, talent, and ideas found in our surf industry. I think the industry has reflected on the mistakes made over the past few years, and now exciting new products are entering the market. That leaves me encouraged and excited about the upcoming year.
Is there anything you’d like to add?
Roy Turner: It takes more than a sport or activity to create a community, let alone an industry.
I’ve been fortunate to spend almost my entire life connected to surfing. Like many of you who read Shop Eat Surf, I’m grateful for the opportunity to work daily with like-minded people. I truly believe in growing and protecting our industry so that others can enjoy the opportunities we have.
Surf Expo provides all of us with the chance to step beyond computer screens and build genuine, lasting relationships, launch careers, and create stories that our friends outside the industry envy.
While Surf Expo is business-focused, it’s about so much more. If you haven’t made plans to attend yet, please consider joining us. You will find the aloha and the stoke invigorating.
Buyers can find out more about attending Surf Expo here.
About Surf Expo
Surf Expo is the largest and longest-running watersports, beach, and resort lifestyle tradeshow in the world. Produced twice annually in January and September, Surf Expo draws buyers from stores across the U.S., the Caribbean, Central and South America, and around the world. The show features hundreds of apparel and hardgoods brands and a full lineup of special events, education opportunities and awards ceremonies. Surf Expo is a trade-only event. Visit www.surfexpo.com.com for more information about the upcoming show Jan. 10-12, 2024, in Orlando, Florida.
About Emerald
Emerald’s talented and experienced team grows our customers’ businesses 365 days a year through connections, content, and commerce. We expand connections that drive new business opportunities, product discovery, and relationships with over 140 annual events, matchmaking, and lead-gen services. We create content to ensure that our customers are on the cutting edge of their industries and are continually developing their skills. And we power commerce through efficient year-round buying and selling. We do all this by seamlessly integrating in-person and digital platforms and channels. Emerald is immersed in the industries we serve and committed to supporting the communities in which we operate. As true partners, we create experiences that inspire, amaze, and deliver breakthrough results. For more information, please visit www.www.emeraldx.com.com
We, at Board Retailers Association, strongly encourage you to attend this massively important trade show. The new product ideas and business strategies that can be identified at the various educational seminars, networking forums, exhibitors booths and special events can make the difference between a normal or down season and a significant up season for your shop and enable you to recharge your battery and motivation. Be sure to visit us at BRA Booth #710 and register to win an Apple watch, JBL Bluetooth Wireless Speaker and much more from BRA Supporting Vendor Partners. You can learn more about Surf Expo and register by clicking the following link: https://boardretailers.org/surf-expo/ – Doug Works, Executive Director of BRA
If you are not yet a BRA Retail Member, you can easily opt in to either Regular (no cost) or Distinguished ($100/yr.) Membership via this super simple join form