Agenda celebrates its 10-year anniversary next year, and owners Aaron Levant and Seth Haber are making some plans for the future.
Aaron told me via email that some of the plans include expanding the Long Beach show into more categories, adding more action sports brands to the NYC show, and expanding internationally and to the Southeast region.
I asked Aaron a few follow up questions about those plans.
Will you have snow brands at the January Agenda show?
Yes, we will have snow brands at the January show in Long Beach. This will be a renewed focus of ours in 2013. I think we took some emphasis off of it in 2012, as we were moving the show and had to focus on growing the show into our new home in Long Beach.
Will the NYC show double in January or in the summer? And what new brands are going there?
We plan to double the size of the NYC show by Summer 13 or Jan 14. There is not one brand in particular that I would name, as it’s more of a shift in our focus to new categories in NYC.
Much like our show in California began 10 years ago, we started out with just core streetwear and lifestyle brands and now we will make the shift into more skate and action sports brands. The NYC show has had three years to mature and establish a good base of retailers and we think it’s a good time to take that next step in growing the brand base.
When and where will you launch a show in the Southeast? And why, too?
Agenda partner Seth Haber with Vans President Kevin Bailey. Shop-eat-surf file photo.We will have a show off the ground in the next year, but I can’t say too much more about exactly where and when at this stage.
As far as why, we feel there is a void in the market in the Southeast. This area is being undeserved by shows from a lifestyle brand perspective. There are some good shows in that area but most of them are very focused on just one market, like surf or urban. Our show really presents the buyer with a unique product mix that you can’t find at any other show in the U.S.
Why move into surf hardgoods for the Long Beach show?
Our show in California is constantly evolving its brand mix, we never want to sit still and become stagnate. This category is just the next natural progression to add to the brand mix and for the buyers already shopping our show floor.
Even though Agenda is largely considered an all encompassing lifestyle or youth culture show, surf is by far our largest category on the show floor. Also from the buyer perspective, surf retailers constitute the largest percentage of buyers.
What new international markets are you going into?
We see new opportunities for Agenda shows in South America, Europe and Asia.
See Page 2 for the official Agenda anniversary press release:
AGENDA CELEBRATES ITS 10 YEAR ANNIVERSARY
Exclusive Collaborations and Parties to Celebrate on Both Coasts
LONG BEACH, CALIF – Growing from a boutique, core trade show into the leading action sports, lifestyle, streetwear and sneaker industry trade show in just 10 short years, The AGENDA Trade Show will kick off its 10-year anniversary at the Long Beach Convention Center January on 4th and 5th, and January 23rd and 24th in New York at 82 Mercer Street, with an expanded footwear and women’s presence, exciting collaborations with key exhibitors, and parties to ring in a decade of shows.
“It’s hard to believe that it’s already been 10 years since Agenda started from humble beginnings in Long Beach,” said Agenda founder Aaron Levant. “It’s amazing to see how far Agenda has come as an independent show over the last decade.”
Nike’s Roger Wyett with Agenda’s Aaron Levant. Shop-eat-surf file photo.Agenda partners, Aaron Levant and Seth Haber, are marking the momentous year with two of the largest Agenda shows to date, with more than 600 brands in Long Beach and more than 150 brands in New York. These shows truly highlight the progression of Agenda, which started 10 years ago in Long Beach, Calif. with only 30 independent brands.
“As a brand, we are very passionate about connecting with, enabling, and inspiring youth,” said Hurley CEO and founder Bob Hurley. “Agenda, for the past 10 years has provided an inclusive, creative and exciting platform for innovative design and art. Agenda started at a time when the industry was stagnant. Aaron, Seth and team are doing a great job of remaining young and relevant. We love every minute at AGENDA.”
AGENDA has been successful in connecting retailers with emerging brands and industry leaders from all over the world, one of the key components of the show’s longevity. Its natural, steady growth is a testament to the quality of exhibitors, including surf-driven and contemporary lifestyle brands like RVCA, Obey, Insight, Brixton, Raen Optics, Toms, Stance, Herschel Supply Co., Poler, VSTR, Volcom, and Hurley.
“Congratulations Seth and Aaron on 10 years of Agenda,” said OBEY CLOTHING president Don Juncal. “You have proven that originality and hard work pay off. Together you are the total package. One of you is stunningly attractive and the other has brains.”
Agenda is just scratching the surface on what is capable when every category of the clothing industry comes together under one roof. The first 10 years have been great, and AGENDA continues to go above and beyond expectations as the years carry on, in order to achieve bigger and better things for the next 10 years.
For more information, check out www.agendashow.com.
About AGENDA:
Agenda operates as a forum for the most inspired in the fashion lifestyle, action sports, and street culture industries to unite. Collections speak for themselves and buyers are not intimidated by the usual overwhelming tradeshow experience. From the garage-run lines on the verge of explosion, to the well-established elite, Agenda caters to the needs of buyers and brands that exist on a higher level of design and aesthetic. With a strong emphasis in style, art, music and culture, the Agenda experience is as much a lesson as it is a tool.
