September Surf Expo draws enthusiastic buyers

Attendance up 16% over the previous year with strong order writing reported.

Surf Expo, the premier watersports and coastal lifestyle tradeshow, wrapped up its September 8-10, 2022 edition bringing together more than 7,400 industry professionals in Orlando, Florida.

“With each edition of Surf Expo since the pandemic, we continue to see retailer attendance increasing, and this show was a continuance of that with a 16% increase year over year,” said Roy Turner, Surf Expo senior vice president and show director. “We drew retailers from Hawaii, Puerto Rico, St. Johns and the surrounding Caribbean, who had not attended since the pandemic. Buyers and brands alike were glad to be back at Surf Expo and getting back to normal.”

This year’s event featured an 18% increase in square footage compared to the previous September show with more than 645 exhibitors, including 150+ new brands to the show.

“Even though COVID was difficult for everybody, people got to go to the beach, so retail numbers in 2021 and even in 2022 are still really strong, especially if you are comparing it to a pre-COVID 2019 year and that is reflective of what you are seeing on the show floor.”

Notable new brands on the floor included Bartolo Beachwear, Benson, Carver Skateboards, Chasefire Outdoor, Duck Camp, Guy Fox California, Hang Loose, Imago Portugal,iROCKER SUP, JBAY.ZONE, Johnny Fly, Lake Label, LaTAN Swim, Marine Layer, Martha, Mono Wakesurf, OneOne Swimwear, Phoozy, Puffin Coolers, Roostas, Saint Maddox, Salty Home, Seatec Outfitters, Sea & Grass, SMKFLWR, The Wave Hut and Trippy Outdoor.

Surf Expo’s energetic show floor had a fun and up-beat vibe reminiscent of pre-pandemic times where buyers and brands felt comfortable and relaxed conducting business and reconnecting face-to-face over the three-day show, according to show organizers.

Kathy Wilkie, senior buyer relations manager for the show’s Coastal Life section, which includes swim, boutique, resort, coastal gift, footwear, souvenir, for many buyers it was their first show since the pandemic began. And others who had attended during the height of the pandemic “were excited to see a very full floor at Surf Expo. They’ve missed that.”

Some buyers had orders cancelled during COVID or shipments that never arrived. “They were here to fill that up,” she said. “Buyers in Hawaii have told me it’s been hard to get products and see reps there. They needed to come to the show.”

“The Surf show has been excellent. The energy is up, people are out. There are a lot of great buyers and a lot of return people who’ve been able to get their businesses going again so it’s been a lot of fun,” said John Gallagher of exhibiting jewelry company Jackie Gallagher Designs.

With the last couple years having shows affected by hurricanes and COVID, exhibitor Jeanette Speenburgh, executive vice president of the apparel brand Buddy by the Sea, was cautiously optimistic about the September show.

“I think everyone was hoping for the best, and it really did turn out to be a great turnout. I felt like Surf was back,” she said. “I am feeling a lot more confident going into 2023 and going into the rest of the show season. Hopefully they are all going to be as strong as this.”

“The show has really strong,” said Alan Clancy, national sales manager, Ocean Jewelry. “Our product has been well accepted. We’ve had lots of existing customers coming back and widening their range. And new customers are taking the range on board.”

He says that since the pandemic, “a lot of Florida customers are apt and open to taking on new vendors because they’ve had great experiences. Business has been strong, and they are going into the season with a very positive mindset.”

“It was nice to be back at Surf Expo. I ended up buying all day and staying until the show turned off their lights every day,” says Liza Blok-Ponse of Tee Company, based in Noord, Aruba.

“Surf Expo is great for our business. We found several new lines to add to our ManCave store and we were able to touch base with our current vendors, touch the products and converse face to face,” said Molly Buckley, owner, St. Croix Ultimate Bluewater Adventures.

Surf Expo will return Jan. 4-6, 2023, to the Orange County Convention Center’s West Concourse in Orlando, Florida.