The Surf Industry Members Association (SIMA) is launching a new kind of surf industry trade event this fall with The Launch by SIMA, taking place November 10–11 at the Waterfront Beach Resort in Huntington Beach, California.
Designed around doing business, The Launch will bring surf industry brands, sales reps and retailers together for a focused, appointment-driven buying experience.
Brands are already responding to the concept, with Rip Curl, REEF, …Lost, Vissla, Sisstr, Distant Local and Instinct among the companies signed on to participate. The combination of timing, Southern California location and an affordable format is designed to make participation accessible and productive for both brands and retailers.
“The idea behind The Launch is pretty simple, bring buyers and brands together,” said Vipe Desai, Executive Director of SIMA. “We want retailers coming in with appointments on their calendars and brands ready to do business. We’ve also worked hard to keep the cost of participating reasonable and put the show in a location that makes sense for our industry.”
The Launch will provide breakfast, lunch and all day beverage service to attendees and exhibitors with the Pacific Ocean and Huntington Beach Pier as the backdrop.
The November timing creates two opportunities for business. Brands can present Fall 2027 pre-book lines while also bringing at-once inventory and holiday fill-in opportunities ahead of Thanksgiving.
SIMA is encouraging participating brands and sales representatives to begin reaching out to their retail accounts early and building appointment calendars before arriving in Huntington Beach. A limited number of hotel rooms will also be available for qualified retailers attending the event with appointments scheduled.
“The timing of this show couldn’t be better. I love that it’s designed to be a true working show where retailers and brands can come together, do business and strengthen relationships,” added Carrie Piccolini, VP of Sales at Sisstr. “That sense of community is what makes the surf industry special. We ride the highs together, grind through the lows together and keep pushing forward. I’m excited about what this show can bring to our industry.”
The Launch will run Tuesday, November 10 from 9 a.m.–5 p.m. and Wednesday, November 11 from 9 a.m.–4 p.m. Breakfast and lunch will be available, with brands and retailers encouraged to continue conversations over dinner throughout Huntington Beach.
The Launch by SIMA
November 10–11, 2026
Waterfront Hilton | Huntington Beach, California
For exhibitor and retailer information, visit surfindustry.org/pages/the-launch-by-sima-fall-2027
