Key Takeaways:
- Turnout matched SIMA’s expectations for a first-time event, though it wanted more exhibitors.
- Reef Vice President of Sales Mike Matey said the timing lined up with the brand’s line showing.
- SIMA is planning a spring edition alongside a second November show.
The Surf Industry Members Association (SIMA) drew about 20 brands and 44 retailers to The Waterfront Beach Resort in Huntington Beach, Calif., Nov. 10-11 for its first Launch by SIMA.
SIMA Executive Director Vipe Desai said turnout was about what the association expected for a first-time event, though he would have liked to see 12 to 15 more exhibitors. More than 50 retailers registered.
Exhibitors included RVCA, Rip Curl, Reef, Vissla, Outerknown, Sisstr, Instinct, Aipa, Sun Ninja, Lost, Flojos, Mid Fin Co, Distant Local, Haven, Dry Brew, ISM, Flexfit and more. Most retailers came from Southern California, with a few from central California, Desai said.
Getting brands to commit was a challenge, and he said the main reason was budget, with brands working with tighter budgets than ever.
“I think we accomplished what we set out to do, which is to create a working show that could bridge the wholesale buying calendar across the region,” Desai said.
Reef was among the brands that liked what they saw.
“Early November is the perfect timing that lines up with our Summer/Fall 27 product line showing, so that was a huge win,” said Mike Matey, Vice President of Sales at Reef.
“The open format with simple booths was refreshing and created an intimate and casual atmosphere, and the SIMA team further enhanced the experience with epic (and free) breakfast, lunch and happy hour drinks each day,” Matey said.
Charlie Setzler of Landmark Consulting presented Dry Brew, a new edible coffee brand.
“Anytime you can bring the brands and the retailers together is always good,” Setzler said. “I thought Vipe and SIMA did a fantastic job with the venue and set up, creating a great environment for retailers to see all the brands.
“It was a great show as we opened a few accounts and signed on Bobby Lockhart as the new Southern California rep,” he said. “More importantly, it was great exposure for the brand. I would absolutely do the show again.”
The exhibitor mix leaned toward men’s, and traffic was lighter on the second and final day.
Desai said SIMA came away with ideas and feedback from exhibitors and retailers.
“Hindsight is always 20/20 but I was more focused on what we could learn from getting this first show under our belt,” he said.
“The line that comes to mind for me is what Michael Tomson said, ‘size is the enemy of cool.’ We need to curate the show in a manner that puts the quality of exhibitors and buyers at the forefront.”
The Launch by SIMA Plans a Second Show
SIMA plans to return, with a spring edition and another November show already in the works.
“I think being a new iteration of a buying show allows us to experiment a little more and we can be an incubator of brands that can expose smaller brands to prepare for national shows,” Desai said.
He said two shows a year, along with SIMA’s Super Summit, will help stitch together more opportunities for the industry.
“We also don’t expect everyone to always participate at both shows as brands are working on different cycles,” Desai said.
