Maui Nix Owner on the State of Middle Class Shoppers, the Brand Landscape, and More

From struggling middle-class consumers to evolving brand dynamics, George Karamitos, owner of five Maui Nix stores in Florida, discusses his perspective on navigating a marketplace where discretionary spending has tightened and the industry is changing as more licensing companies enter the space.

Published: September 18, 2025By Tiffany Montgomery

George Karamitos, owner of Maui Nix, which has five stores in Florida, including a flagship in Daytona Beach. Photo by SESO.

While in central Florida for Surf Expo, I drove down to Daytona Beach to meet with George Karamitos, the owner of Maui Nix, one of the surf industry’s most high-volume accounts.

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Posted in: Executive Edition

Tagged with: George Karamitos, Maui Nix