Surf Expo wrapped its September edition with strong momentum, delivering a high energy, business-first event and showcasing the continued strength and evolution of the surf, watersports, and coastal lifestyle markets. Retailers from 66 countries attended the show, connecting with a powerful mix of heritage brands, emerging newcomers, and crossover outdoor companies.
“This show truly reflected the energy of the market right now,” said Roy Turner, Surf Expo, Show Director. “From the coasts to the lakes, retailers are seeing strong summer sales and came to Surf Expo ready to discover fresh products and new opportunities.”
Big Brands & Newcomers Share the Stage
This September, the show floor featured a robust lineup of leading surf and lifestyle brands including Hurley, Quiksilver, Rip Curl, Roxy, O’Neill, Volcom, Billabong, Brixton, Catch Surf, Duvin, Firewire, Jetty, Katin, Outerknown, Body Glove, Rhythm, Roark, I-SEA, Rusty, Salty Crew, Instinct and Seager.
Expanding beyond traditional surf brands, Surf Expo’s Shoreline Category brought in outdoor crossover brands such as Howler Brothers, Marine Layer, Teva, Xtratuf, Free Fly Apparel, Fair Harbor, Baja Llama, Life is Good, Marsh Wear and AFTCO.
The show also continued to strengthen its boutique, swim, and resort segments, offering resortwear, accessories, and swim collections that resonate with coastal boutiques and resort destinations. Featured brands included Vineyard Vines, Tommy Bahama, Tori Richard, Elan, TASC, Smith & Quinn, Cape Shore, LOVLEI, Gretchen Scott and Bronca, alongside swim labels such as Dippin’ Daisys, Maaji, The Lunada Bay, Swimsuit Station, and Speedo.
The audience of retailers ranged from major companies to specialty retailers, including Flip Flop Shops, REI, Dillard’s, Burlington, Scheels, Bealls, Alvin’s Island, Sierra Trading Post, Sandal Factory, Glik’s, Paradies Lagardère, L.L. Bean, The Ritz-Carlton/Marriott, Marshall Retail Group, Backcountry and TJX Companies. Caribbean retailers came out strong, making up nearly 10% of the overall attendance. Large retailers from Hawaii, like Hawaiian Island Creations, Town & Country, and Hi-Tech Surf Sports, also attended.
In addition to the busy show floor, attendees enjoyed a full schedule of events, from daily fashion shows and live demos to Learning Labs and happy hours. Highlights included the Shopify-sponsored Industry Party at Topgolf, plus interactive experiences like the Surf Days Wave Rider, BrushBoarding ramp, DRFYT Board Demo Zone, and a Golf Simulator.
A Growing Marketplace
Surf Expo continues to expand its buyer reach through its Buyer Connect program and active presence at regional rep events. The September show drew increased participation from outdoor retailers, particularly those in lake and river markets, reflecting the growing consumer demand for versatile water-connected lifestyles.
Looking ahead, the surf industry is set for major growth, fueled by technological innovations, sustainable product development, surf park expansion, and the 2028 Summer Olympics to be held in California.
“The next five years are filled with opportunity,” said Roy Turner, Surf Expo Show Director. “Surfing is no longer confined to the ocean—it’s a lifestyle that spans coastlines, lakes, rivers, and parks. Surf Expo remains the gathering place where brands, retailers, and innovators come together to shape the future of this evolving industry.”
As Surf Expo prepares to celebrate its 50th anniversary in 2026, the show continues its legacy as the leading marketplace where the business of surf and coastal lifestyle comes to life. Since 1976, Surf Expo has launched products, nurtured careers, and provided a vital meeting ground for the industry. The next event will return to the Orange County Convention Center January 7-9, 2026.
About Surf Expo
Founded in 1976, Surf Expo is the largest and longest-running watersports and coastal lifestyle trade show in the world. Produced twice annually in Orlando, Surf Expo draws buyers from around the globe and features thousands of product lines across surf, skate, paddle, beach, swim, resort, boutique, and outdoor lifestyle categories.
For more information, visit www.surfexpo.com
About Emerald
Emerald Holding, Inc. is the largest U.S.-based B2B event organizer, empowering businesses year-round by expanding meaningful connections, developing influential content and delivering powerful commerce-driven solutions. As the owner and operator of a curated portfolio of B2B events spanning trade shows, conferences, B2C showcases and a scaled hosted buyer platform, Emerald also delivers dynamic solutions across leading industries through its robust content and e-commerce marketplace. Emerald is a trusted partner for its thousands of customers, predominantly small and medium-sized businesses, playing a pivotal role in driving ongoing commerce through streamlined buying, selling, and networking opportunities. Powered by an experienced team, Emerald is fostering impactful engagement and delivering unparalleled market access with a commitment to driving business growth 365 days a year.
For more information, please visit: www.emeraldx.com
