Surf Expo is getting ready for an especially notable show in January 2026 as the industry’s leading trade event marks its 50th anniversary. The upcoming show, which runs Jan. 7-9 at the Orange County Convention Center in Orlando, Florida, will feature an expansion of Surf Expo’s offerings, most notably the continued growth of the Shoreline Outdoor category.
“Surf Expo has been the gathering place for our industry for 50 years,” said Roy Turner, Surf Expo show director. “For five decades, we’ve helped launch products and shape careers. Now, as the market evolves—from coasts to lakes to rivers and beyond—our Shoreline Outdoor category is positioned to be a growth engine for what is ahead.”
Celebrating 50 Years of Surf Expo
The January 2026 event will honor Surf Expo history with several special celebrations. A 50th Anniversary Industry Party, sponsored by Shopify, will be held at Topgolf on Wednesday night, January 7. The event, which includes food and drinks, will provide an opportunity for exhibitors and retail buyers to connect and network while showing off their golf games.
The 30th East Coast Surfing Hall of Fame induction ceremony, always a popular draw, is scheduled for Thursday evening. This tradition honors individuals who have contributed to surf culture. Find out more about the inductees here.
Shoreline Outdoor Category Expands
A major focus of the upcoming show is the expansion of the Shoreline Outdoor category, which was launched to cater to the convergence of water life and land-based activities. The section features brands and products for coastal living and camping.
This expansion taps into the trend of consumers participating in a variety of activities, including surfing, fishing, hiking, and camping.
Drew Dolkas, VP of sales at Roark, sees the value in the Shoreline expansion.
“Bringing the outdoor community into Surf Expo is a natural fit,” he said. “Today’s participant doesn’t separate surfing, travel, and outdoor adventure—they live it all as one lifestyle. Welcoming more outdoor brands and retailers simply reflects the way people experience the world today, creating a more dynamic and relevant marketplace for everyone involved.
“This evolution builds on the foundation created by the core surf retailers who have championed Surf Expo for decades—some coming to the show for 50 years now,” Dolkas added. “Their commitment is what gives this show its culture, its credibility, and its ability to keep progressing. We’re proud to grow alongside them.”
Brands exhibiting within Shoreline Outdoor include AFTCO, BOGG BAG, Guy Harvey, HUK, Life is Good, Salt Life, Xtratuf, Marsh Wear and JEDCo.
Outdoor retailers and outfitters are also increasingly attending as they look to broaden their merchandise mix.
“It was great to see new products at Surf Expo that are not always at the outdoor shows we attend,” said Ron Lahout, owner of Lahout’s, which operates nine stores in New Hampshire. He attended the show in September.
“It allowed us to pick up some new brands and take a closer look at some that we currently carry, like Thread, Pura Vida, Rhythm, and Katin, but never get to see them at outdoor trade shows,” Lahout said. “Expanding the Shoreline Outdoor category gives outdoor retailers more reasons to be interested in attending Surf Expo. We look forward to attending the January show.”
A Sampling of Brands Exhibiting at Surf Expo January
A wide range of brands are exhibiting at the upcoming show, such as:
- AFTCO
- ALOHA Collection
- American Needle
- AVID Sportswear
- Baja Llama
- Bandits Bandana
- Beach & Barn
- Birkenstock
- Booē
- Boujee Marlin
- Body Glove
- Brixton
- CHUMS
- Cressi
- Dark Seas
- DUVIN
- ENO – Eagles Nest Outfitters
- Firewire Surfboards/Slater Designs
- Florence
- Free Fly
- Goodr
- Guy Harvey
- Hobie Eyewear
- Honey Swim
- Hook & Tackle
- Howler Brothers
- HUK
- I-SEA
- Instinct
- JEDCo
- Jetty
- Kanga Coolers
- Katin
- KEEN
- Life is Good
- ….Lost
- Marine Layer
- Marsh Wear
- melin
- NESO Tents
- Nomadix
- Olukai
- Outerknown
- Rainbow Sandals
- REEF
- Rhythm
- RIFFE
- RIO Brands
- Roark
- Rusty
- RVCA
- Salt Life
- Salty Crew
- Seager Co.
- Sector 9
- Sun Bum
- Swimsuit Station
- Teva
- Thacker NYC
- The Duck Company
- The Heartbeat Brand
- Tommy Bahama
- Vineyard Vines
- Wave Riding Vehicles
- XTRATUF
See the full exhibitor list here.
A Sampling of Retailers Attending Surf Expo January
The January 2026 show is attracting a wide range of retailers, from independent surf shops, boutiques and outfitters, to high-volume, national chains.
A small sampling of key retailers from the surf category include:
- Ron Jon Surf Shop
- Hawaiian Island Creations
- 17th Street Surf Shop
- Brave New World
- Bunger Surf Shop
- K-Coast Surf Shop
- Deja Vu Surf Hawai’i
- Farias Surf & Sports
- Hi-Tech Surf Sports
- La Gran Via
- Outer Banks Boarding Co.
- Play It Again Sports
- REAL Watersports
- Rooster Bus
- Town & Country Surf Shop
- The Room Surf & Skate
- Surfside Sports
- Surf Ride Surf Shop
Larger retail chains shopping all categories are:
- Academy Sports + Outdoors
- Bealls
- Burlington
- Champ’s Sports
- Dunham’s Sports
- Foot Locker
- Glik’s
- Food Pantry
- Hibbet Sports
- REI
- Spencer’s Gifts
- Tilly’s
- Urban Outfitters
The Shoreline Outdoor category has drawn interest from a wide range of retailers including:
- Backwater Provisions Co.
- L.L. Bean
- Davidson Provisions
- Capt. Harry’s Fishing Supply
- CB’s Saltwater Outfitters
- Cape Union Mart
- Neuse Sport Shop
- Sandy Point Progressive Watersports
- Velocity Outdoors
- Backwater Provisions Company
The Coastal Life section is attracting buyers from the resort, gift and souvenir sectors, including:
- Starboard Cruises (vacation retailer for Carnival and Royal Caribbean)
- Walt Disney Theme Park Merchandise
- Universal Orlando
- Seaworld Parks & Entertainment
- Sandals Resorts
- Surf Style Retail Management
- Paradies Lagardère
- Marshall Retail Group
- Palmetto Moon
- MOCEAN Cape Cod
- Alvin’s island
Lots to Look Forward To at Surf Expo January
In addition to the Industry Party at Topgolf sponsored by Shopify, Surf Expo will host multiple fashion shows, learning labs, and happy hours during the three-day trade event.
“We are excited to offer our proven platform for a wide range of exhibitors and buyers to connect fact-to-face to build their respective businesses,” said Roy Turner, Emerald senior vice president and Surf Expo show director. “We are looking forward to seeing everyone in Orlando in January and are excited to celebrate our big 50th anniversary with the very special Surf Expo community.”
