The January 2025 edition of Surf Expo attracted over 750 exhibitors and thousands of retail buyers Jan. 8-10 at the Orange County Convention Center in Orlando, Florida, providing opportunities for networking and business growth.
According to show organizers, the January show underscored the continued growth of the retail market, which is expecting to see a strong year in 2025 driven by trends in sustainability and the increasing demand for active outdoor lifestyles.
“It was great to see excitement and optimism return to the show floor,” said Roy Turner, senior vice president and show director of Surf Expo. “Retailers seemed upbeat coming off a final holiday push and are looking forward to a stronger 2025.”
The exhibitor lineup featured more than 200 new brands, injecting fresh energy into the show. These newcomers, alongside returning favorites, offered buyers an opportunity to explore emerging products and trends across key categories, including surf, swim, coastal lifestyle apparel and accessories, souvenirs, and gifts.
“With almost 800 brands in attendance, new products were easy to find,” noted Turner.
Retailer engagement was high with both large retail chains and independent shops actively participating in buying and discovering new products. Some major retailers attended, including REI, Urban Outfitters, L.L. Bean, Glik’s, Spencer’s Gifts, The Paper Store, Marshall Retail Group, Academy Sports + Outdoor, Foot Locker, Champs Sports, Guest Services, Paradies Lagardere, Sandal Factory, Heritage Surf & Sport, Hawaiian Island Creations, Makin’ Waves, Hansen Surfboards, Palmetto Moon, Wave Riding Vehicles, Island Water Sports, 17th Street Surf Shop, Cinnamon Rainbows and more. This diverse mix created a dynamic marketplace throughout the three-day event.
Sustainability was a key theme at the event, as more exhibitors displayed eco-friendly and responsibly sourced products, leading the charge with their commitment to sustainable materials and practices.
“We continue to see brands embrace sustainability in both apparel and accessories,” Turner shared. “Natural dyes and recycled and technical fabrics were found in apparel offerings.”
Sustainable merchandise resonated with retailers in attendance.
“This year’s Surf Expo wasn’t just a celebration of watersports and outdoor activities, it was a showcase of creativity, sustainability, and brands with purpose,” said Chris Goddard, founder-CEO of CGPR, a division of Off Madison Ave. “Now is the time for brands to lean in, not step back. Surf Expo 2025 illustrated that giving back is more than good business — it is the right business.”
Alongside sustainability, performance gear for active outdoor lifestyles stood out, with brands offering new and improved hardgoods, activewear and versatile accessories designed to meet the demands of today’s outdoor enthusiasts.
Bold graphics and vibrant designs continue to dominate surfing, resort and coastal lifestyle apparel. Companies presented stylish yet functional pieces that appealed to surf shops and the broader coastal lifestyle market. The growing demand for performance-driven fashion that transitions seamlessly to everyday life was a prominent trend throughout the event.
“Surf Expo continues to build an environment for us to come and do the work that is critical for our business to not only survive — but thrive,” said Jason Weatherford, vice president-retail at Palace Entertainment. “Simply stated — our business is better because of Surf Expo. Hands down, the best environment to do the work we are doing.”
The show offered numerous opportunities for networking, and show organizers said the atmosphere was charged with energy as industry leaders, manufacturers and retailers exchanged ideas. Happy Hours in the buyers’ lounges, a Post-Show Mixer and Industry Party all created informal yet impactful settings for business conversations. Beyond the show floor, many brands hosted off-site events to express their appreciation to retailers and cultivate partnerships, reinforcing the event’s role as a hub for relationship building.
Looking ahead, Surf Expo’s September show is already generating anticipation. With more product innovations and expanded participation, show organizers said the September event is set to build on the success of the January show and continue its momentum in shaping the future of the watersports and coastal lifestyle industries. Surf Expo’ will return Sept. 4-6 at the Orange County Convention Center.
