Surf Expo started its landmark 50th year with a busy January show. With a 15% increase in attending retail companies, many leading brands and retail buyers converged for three days of commerce, signaling a strong market fueled by ongoing innovation and consumer demand.
“Surf Expo January reflected a market that is confident and ready to do business,” said Roy Turner, show director. “Buyers weren’t just browsing — they came with plans shaped by strong holiday performance and a clear vision for the year ahead.”
He added, “The milestone symbolized five decades of launching products, supporting retailers, building careers and serving as the heartbeat of coastal commerce. The energy on the show floor was undeniably upbeat and positive. Brands elevated their presentations, many bringing athletes and influencers to amplify excitement and engagement.”
Show organizers said the show floor “buzzed with optimism,” setting up a confident trajectory for 2026. Following a solid holiday season and strong fourth quarter, buyers arrived with open-to-buy budgets and clear strategies.
The show featured a broadened exhibitor lineup with robust representation across apparel, accessories and lifestyle products. The show also expanded its Shoreline Outdoor category, which show organizers said was an intentional move in response to demand from today’s consumer who blends surf, travel and outdoor recreation into a seamless lifestyle.
Retailers expressed enthusiasm for diversification, especially among stores serving lakeside, riverfront and inland communities that share the coastal spirit. Show organizers reported that many of today’s customers aren’t separating surf, outdoor and adventure as separate categories — they view all three as one lifestyle.
“This year’s Surf Expo was awesome,” said Dani Bihlear, buyer for Palmetto Moon. “It felt like an old-school show, with fashion shows, surf simulators and artists painting surfboards — those elements add extra flair and fun.”
Exhibitors reported that they had many focused meetings, non-stop traffic and decisive order-writing, indicating a resilient industry poised for growth.
Momentum surged across all categories, with the growing Shoreline Outdoor segment seeing high levels of activity. Show organizers said the crossover brands in Shoreline Outdoor captivated buyers with versatile collections bridging surf and adventure lifestyles. Retailers also showed strong interest in apparel designed for active coastal lifestyles, reinforcing sustained demand and continued momentum within the broader outdoor market.
“The Shoreline Outdoor segment performed strongly, with buyers actively looking to expand and refine their assortments,” Turner added. “It’s a clear indicator that outdoor remains a resilient and evolving category at Surf Expo.”
Exhibitors across the show floor, from eyewear to apparel, celebrated the event’s ability to deliver qualified buyers and facilitate meaningful, high-value connections.
“We had a steady stream of buyers at the booth for the entire show,” said Tony Prisco, CEO of Matrix. “We could not have been more thrilled and will be coming back in a bigger booth next time.”
As one of the first shows of 2026, show organizers recognized several apparel and product trends on the show floor. Apparel trends centered on performance-forward and travel-ready silhouettes, especially pieces designed for active vacationers. Coastal lifestyle apparel remained strong, blending casual beachwear with functional outdoor elements. Trend-forward resort styles also stood out, including crochet coverups, lace maxi dresses, raffia accessories, metallic accents and sun-washed color palettes.
Sustainable apparel offerings were also prominent, with eco-friendly swimwear, recycled or low-impact textiles, saltwater-safe jewelry and reef-friendly sun-care products appealing to environmentally conscious consumers.
Versatility and sustainability are growing in importance for all product categories. Show organizers said retailers gravitated toward hybrid surf-outdoor gear that supports customers moving between water sports, travel and land-based adventure. There was a strong interest in lifestyle-driven essentials: footwear, hardgoods, accessories, wellness items and giftables that tell a story and drive year-round sales.
Beyond robust business, the event celebrated the culture and community that defines these industries. The 50th anniversary milestone also brought a renewed sense of fun to the trade show floor, blending commerce and celebration.
The show celebrated its 50th anniversary milestone with an industry party at Topgolf, sponsored by Shopify, that included food, drinks and fun networking. Attendees also enjoyed the 30th East Coast Surfing Hall of Fame Induction Ceremony, which was a major draw and an emotional nod to surf heritage.
“Especially in its 50th year, Surf Expo represents far more than a trade show,” said D. Nachnani, owner of Coastal Edge. “It’s where our community comes together to work, play, learn and grow side by side.”
As Surf Expo celebrates five decades of connection this year, the January show underscores its continued relevance as a trusted, evolving marketplace. Surf Expo returns to the Orange County Convention Center Sept. 16-18. Show organizers said the industry is looking forward to the show’s September event with confidence.
