Surf Expo kicks off 50th year with vibrant industry engagement

High buying confidence at the event signaled healthy consumer demand to start the year.

Surf Expo started its landmark 50th year with a busy January show. With a 15% increase in attending retail companies, many leading brands and retail buyers converged for three days of commerce, signaling a strong market fueled by ongoing innovation and consumer demand.

“Surf Expo January reflected a market that is confident and ready to do business,” said Roy Turner, show director. “Buyers weren’t just browsing — they came with plans shaped by strong holiday performance and a clear vision for the year ahead.”

Show organizers said the show floor “buzzed with optimism,” setting up a confident trajectory for 2026. Following a solid holiday season and strong fourth quarter, buyers arrived with open-to-buy budgets and clear strategies.

Many retailers came to the show with open-to-buy strategies.

Surf Expo

“This year’s Surf Expo was awesome,” said Dani Bihlear, buyer for Palmetto Moon. “It felt like an old-school show, with fashion shows, surf simulators and artists painting surfboards — those elements add extra flair and fun.”

Exhibitors reported that they had many focused meetings, non-stop traffic and decisive order-writing, indicating a resilient industry poised for growth.

Momentum surged across all categories, with the growing Shoreline Outdoor segment seeing high levels of activity. Show organizers said the crossover brands in Shoreline Outdoor captivated buyers with versatile collections bridging surf and adventure lifestyles. Retailers also showed strong interest in apparel designed for active coastal lifestyles, reinforcing sustained demand and continued momentum within the broader outdoor market.

“The Shoreline Outdoor segment performed strongly, with buyers actively looking to expand and refine their assortments,” Turner added. “It’s a clear indicator that outdoor remains a resilient and evolving category at Surf Expo.”

Exhibitors across the show floor, from eyewear to apparel, celebrated the event’s ability to deliver qualified buyers and facilitate meaningful, high-value connections.

“We had a steady stream of buyers at the booth for the entire show,” said Tony Prisco, CEO of Matrix. “We could not have been more thrilled and will be coming back in a bigger booth next time.”

Beyond robust business, the event celebrated the culture and community that defines these industries. The 50th anniversary milestone also brought a renewed sense of fun to the trade show floor, blending commerce and celebration.

“Especially in its 50th year, Surf Expo represents far more than a trade show,” said D. Nachnani, owner of Coastal Edge. “It’s where our community comes together to work, play, learn and grow side by side.”

As Surf Expo celebrates five decades of connection this year, the January show underscores its continued relevance as a trusted, evolving marketplace. Show organizers said the industry is looking forward to the show’s September event with confidence.