A long list of brands and retailers are confirmed for Surf Expo this September, which is coming up quickly.
“It is looking to be another strong event! Summer season is in high gear and retail reports are coming back as a strong summer on all coasts,” said Surf Expo SVP and Show Director Roy Turner in an interview with SESO. “Our team has been out in the field visiting shops and assisting at rep shows and buyers are looking to continue to mix up their open to buy. Our sales team has done a great job of mixing heritage brands with trending and new brands for September.”
Those brands include: Hurley, Volcom, Quiksilver, Billabong, Roark, Seager, Salty Crew, Katin, Jetty, Body Glove, Howler Bros, Rhythm, Duvin, Dark Seas, ISEA, ALOHA Collection, Arbor Skateboards, Brixton, Fahlo, Firewire Surfboards/Slater Designs, GOORIN, Free Fly Apparel, Hook & Tackle, I-SEA, O’Neill, Outerknown, Pura Vida, Rip Curl, Sand Cloud, Thread, Sun Bum, Local Beach, Lokal Swim Co., Lotus and Luna, IMSY, and Slant Six Private Label.
Turner told SESO more about how the show, which runs from Sept. 4 to 6 at Orlando’s Orange County Convention Center, is increasing its registered buyer list, how the show is extending further into outdoor, and his thoughts and predictions for the surf industry.
How is the show working to bring even more buyers to Surf Expo?
Roy Turner: Our buyer relations team is working with exhibitors through our buyer connect program to identify key national and international accounts for hosting. We have been on the road assisting and sponsoring key rep events, putting us in front of our rep partners and more local exhibitors.
We are targeting “outdoor” retailers as we see our product mix expand and have been targeting new retailers in lake locations as we expand our reach from oceans to include rivers lakes and streams. As of today we are on pace to have our largest event since COVID and already have retailers registered from 53 countries.
How is the show working to add more outdoor brands and buyers?
Roy Turner: I like to tell everyone Surf Expo has been in the outdoor business for 50 years – we just don’t mind getting wet. The trend started a few years back. We started with our Bluewater category, servicing the apparel side of the salt water fishing market. This category has morphed into what we call Shoreline based on retailer requests and changing consumer habits.
With our new Shoreline category, we’re diving into fresh retail spaces and finding crossover moments between watersports, lake life, and the outdoor world – without losing sight of our water-loving roots. Today’s outdoor enthusiasts are all about staying connected to water. Whether it’s catching waves, paddling on lakes, fishing quiet streams, or just hanging out by the dock – this lifestyle has no limits. These days, people move easily between watersports and outdoor living, and they want gear that can keep up.
We see big opportunities connecting water sports and outdoor. New markets, bigger audiences are good for our retailers and our exhibiting customers. At our last January show we saw a great group of brands cross over, including GATHR Outdoors, GCI Outdoors, Bajo Sunglasses, Keen, and Aftco.
For September, brands include AFTCO, Baja Llama, Beach & Barn, Fair Harbor, Free Fly, GRAPLRZ, Howler Brothers, Kanga Coolers, Life is Good, Marine Layer, Marsh Wear, SunSki, Teva, and Xtratuff.
Some of the registered buyers include REI, L.L.Bean, Scheels All Sports, Inc., Field & Stream, Paragon Sports, Mountain High Outfitters, Blackfly Outfitters, Half-Moon Outfitters, Blackwater Provisions Co., CB’s Salty Outfitters, Overtons, Hy’s Toggery, Tyler’s, Lahout’s Country Clothing & Ski, and Urban Outfitters.
What boutique and swim brands will be there?
Roy Turner: On the boutique front, we have Vineyard Vines, Ocean Drive-Surf Gypsy, Elan, TASC, Smith & Quinn, ChillAF, LOVLEI & LOVLEI Ranch, Gretchen Scott, Tommy Bahama, and Tori Richard, Ltd.
For swim, we have Dippin Daisys, Cape Shore, 1st and Main, Honey Swim, Maaji, The Lunada Bay, HeyDude, Bronca, Swimsuit Station, Speedo, and more.
Will there be in any special parties or events?
Roy Turner: We are stoked to have Shopify sponsor our industry party at Top Golf this year, on Thursday night from 6 p.m. to 8 p.m. Have a few drinks, grab some light fare, and hit a few balls before heading out to dinner. Also bring your trunks and a towel and test your skills on Brand Guide’s inflatable surf station using flow technology.
Fashion shows, live demos, Learning Labs, and happy hours each day round out a packed show schedule.
How would you describe the state of the surf industry at the moment? How do you think it will evolve in the next few years?
Roy Turner: While the current tariff situation is causing temporary headaches, I see nothing but opportunity ahead. I am excited to see what the next generation of entrepreneurs bring to the table. The surf industry is poised for significant evolution over the next four to five years, driven by technological advancements, surf park development, changing consumer preferences, Olympic exposure, and environmental considerations.
If we take advantage of all the opportunities and apply innovative technology into our products we could easily see a repeat of the growth seen in the 1990s and early 2000s. What we cannot do as an industry is be stagnant and fall into discussions of how it “used to be.”
We are seeing an emergence of multiple types of consumers who define themselves as surfers or who consider surfing one of their many activities. This expansion beyond core consumers, to include active and occasional participants will allow for growth, yet allow brands and retailers to still identify and separate themselves in the market.
Just take a minute to think about the impact surf parks will have over the next few years, making it easy for anyone to learn and practice surfing in consistent waves. Surf resorts could become the next family vacation; the development is dripping with opportunity.
How is surf culture being impacted by mainstream culture?
Roy Turner: The 2028 Summer Olympics bring a world eye to the sport we build our businesses around, in our own backyard no less. Brands need to be ready; it is only one year away. We are already seeing a surge in participation. The Olympics will help drive a more diverse customer base, expanding the need for new product.
Tech has hit every facet of our lives. Why should surf products not be taking advantage of tech? Do not let how we have always done it limit us. “Smart surfboards” that give the rider feedback, wetsuits that are lighter, tougher, warmer, and more eco-friendly, electric foils, better surf forecasting – the applications are limitless.
Finally: climate change is real. Sea levels are rising, and pollution in and out of the water is increasing. There will be growing consumer demand for eco-friendly surfboards and apparel made from sustainable or recycled materials. Brands that prioritize environmental stewardship will gain a competitive advantage.
The next five years will be filled with opportunities. We just need to take advantage of it. We are in the business of new, surfing is our differentiator. I cannot wait to see what we do.
On a personal note, I am proud to be part of a team that for 50 years has been a place where the business of surf has been able to launch new products, start careers, help new brands come to market, and provide a gathering for the surf industry. I look forward to seeing not only what our next show brings but what the future holds.
