Surf Expo September signals renewed industry optimism

Attendance up 7% year over year with new surf brands emerging among the 650-plus exhibiting companies.

The September 2024 edition of Surf Expo, held Sept. 5-7 at the Orange County Convention Center in Orlando, Florida, was filled with plenty of optimistic buyers and exhibitors ready to look ahead to 2025 and beyond.

Roy Turner, senior vice president and show director of Surf Expo, says market conditions are favorable for the coastal retail industry with plenty of people still going to the beach despite overall economic concerns with expendable incomes and inflation. He also sees the excess inventory issues as a result of COVID and the sale of some major surf brands getting back to normal by summer 2025.

“There was an optimism I haven’t felt in a while,” Turner says of the September show. “There was a real positive feel, and people were back to doing what they should be doing at a trade show — looking for new products and buying.”

More than 650 exhibiting companies both returning and new to the show had new products to share, and attendance was up 7% year-over-year with a growing number of international attendants. “Our attendance reflected that growing optimism in the market,” Turner says.

He adds that cruise lines and the Caribbean were back in full swing, and brands from Hawaii, some of whom were affected by the wildfires from a year ago, were also back along with attendees from South and Central America. The buyers ranged in type and size from mom and pop to chains to big box stores.

Kim Hannon, owner of Ophiuroidea "the O", a coastal boutique in Kent Narrows and St. Michaels, Maryland, has been attending Surf Expo’s January and September shows for the last 8 years.

This year did not disappoint. “I found some great new lines this year from new exhibiting vendors. I found a few new clothing lines, including one with Italian made clothing. I also ordered new items from a few current lines I carry. I always love finding fun and exciting new items for my customers.”

Jackie Gallagher, owner of coastal jewelry company Jackie Gallagher Designs has exhibited at Surf Expo for the last 11 years and says of the September show, "I accomplished what I set out for at Surf, we were able to meet with our existing retail partners and we connected with several new accounts. Overall I was very happy with Surf this year. My buyers were really interested in the new products that I have brought out this year, along with our most popular pieces, so I was excited to see them happy with my new pieces."

Alan Clancy, national sales director for exhibiting company Ocean Jewelry noticed that traffic seemed a little off, which he attributed to it being an election year. But despite those circumstances he says, the company had a solid show.

“Surf is a great show to attract Caribbean based retailers and we enjoyed meeting old friends and indeed opening some new Caribbean accounts. The timing of this show is key to Ocean's strategy and orders for our bestselling sterling silver collections continue to exceed our expectations.”

Surf Expo has always been an event to watch for emerging trends, and the September show was no different. Turner says there has been an uptick in what he describes as “new golf,” which are a departure from the “southern prep” style to wilder prints.

There has also been a surge in new surf brands as a result of the sale of some of the major surf brands about a year ago and they are starting to build traction.

“So I think it was an exciting time, whether you are a brand and you’re talking to retailers or you’ve taken a look around to get an idea of what’s happening in the marketplace,” he says.

As for the January 2025 show, slated for Orlando Jan. 8-10, Turner says he expects a large turnout and an upstart to the economy with a new president taking office. He also thinks it will be the first show in years where “we won’t have to talk about COVID anymore.”