Surf Expo released its floor plan and exhibitor list for the January 2024 show last week, and the up-and-coming brands that are looking to unseat the surf heavyweights have got to be delighted with how the show is shaping up.
Katin, Salty Crew, Jetty, Dark Seas, and Rhythm are returning to the show. These brands have been seeing a lot of action at the most recent Surf Expos as retailers are increasingly looking to diversify their floor space with the sale of Boardriders. The brands have been grouped together on the show floor, and that aisle has consistently been one of the busiest.
“We’ve seen most of those brands attend show after show, even during the very early days of COVID, and their footprint on the floor and the energy in that area has really grown,” said Roy Turner, Surf Expo show director and SVP of Emerald.
And this January, those brands may get even more time with retailers because larger brands such as Billabong, Quiksilver, RVCA, O’Neill and Volcom are currently not signed up, in part because of order deadline issues and in part because the former Boardriders brands are still transitioning to new licensees. They still could attend, but currently aren’t on the floor plan.
However, other legacy surf brands have signed on, including Rip Curl and Lost. Body Glove licensee SGS will also be there.
In addition, Reef is returning for the first time in several years, and Havaianas will be in Orlando as well.
There’s also a strong contingent of hardgoods brands, including Channel Islands, Firewire, Sharp Eye, Ricky Carroll, Savage, WRV, TAHE, and more. Xcel Wetsuits is also committed to the January show with their largest presence ever, according to Surf Expo.
The sunglass category will be well represented: Oakley, Costa Del Mar, Bajio, I-SEA, Smith, and Shwood are all exhibiting. Additional eyewear brands include Hobie Eyewear, Carve Sunglasses, Abaco Polarized, Optic Nerve, Rheos, Under Armor, Carrera, Coyote Eyewear, Blue Planet, and DIFF Eyewear.
A large group of outdoor/fishing/lifestyle brands have signed on, including Howler Brothers. We have been spending more time in outdoor specialty stores this year, and Howler Brothers is the cool kid on the block and a very important apparel brand in that channel.
In addition, outdoor-oriented AVID, Huk, the Duck Co., Xtratuff, Keen, Guy Harvey, Fahalo, Columbia Sportswear, ENO – Eagles Nest Outfitters, Hydro Flask, and Teva will be at the show.
On the footwear, some other notable brands attending include Birkenstock, HeyDude, Flojos, and Rocket Dog.
Men’s apparel brand Cova is returning under new partner Jantzen Brands, and Fair Harbor, which has a lot of buzz for its sustainability comfort story has also signed on. Underwear brand BN3TH, which has made a big push in the core market under the leadership of Matt Keenan, is exhibiting, as are SAXX and BONKS. Party Pants, which has a bigger business than many people know, will also be back on the show floor.
One booth that is always super busy at the show is Pukka, which does a big business with private label custom hats. Other private label brands that will be on hand include Burnside and Slant Six.
Towel brand Sand Cloud, which retailers tell us sells very well, will be at the show as will Nomadix, which makes a variety of towels, blankets, and ponchos.
Retailers Survey on Order Calendar
Order deadlines for big brands, which moved earlier during COVID, are tough to mesh with retailers’ calendars, especially since retailers want to be in their stores selling during the all-important holiday season.
When Surf Expo asked retailers what month they place the bulk of their second half orders, the month of January averaged 71%, while November came in at 23.5% and December came in at 22.5%.
Find Out More About Surf Expo January
There are many more brands signed up for the show – see the full list and floor plan here.
If you are interested in exhibiting at the show, you can find out more here.
If you are a retailer looking to attend, you can register here.
