California Apparel News

The Jan. 11–14 Surf Expo in Orlando, Fla., was the biggest show ever for the Atlanta-based action-sports trade show. The show, which organizer Doog Becker said featured a “bigger floor plan, more booths, more buyers and one extra day of shopping,” attracted 7,400 buyers, 132,000 square feet of exhibit space and 132 more exhibitors than last year. Dan Darby, the show’s marketing director, estimated buyer attendance grew 8 percent over last year.

Besides the added space (Surf Expo expanded to occupy the Orange County Convention Center’s north and south concourses), buyers and exhibitors were greeted with a new layout, integrated food service at the center of the convention hall, and a main thoroughfare down the middle of the convention center that served to highlight exhibitor offerings and add a bit of fun to the show. “We basically created a boardwalk in that main 40-foot-wide aisle. It acted as a gathering place, and we placed benches along the boardwalk and new exhibitor showcases and surf displays,” Darby said. There were corn dogs and pretzels for sale to keep with the theme. Surf Expo also added a swimwear fashion show to its offerings. A new Imprinted Design category was added to the show, allowing buyers to connect with approximately 50 exhibitors offering printing and embroidery services.

Rob Fabregas, national sales manager for Newport Beach, Calif.–based surf brand Atwater, returned to Surf Expo for the second time after debuting last season at the show’s new brand showcase, Launch. “We had a great response and opened stores in New Jersey, Delaware, the Carolinas and Florida,” Fabregas said. Atwater hats made in collaboration with cap maker New Era drew buyer attention, as did soft cotton T-shirts and argyle sweaters. The brand, which introduced women’s T-shirts for Summer and Fall, hopes to play as well to the hometown crowd when it participates in Action Sports Retailer Trade Expo’s Goldbox Mission showcase in San Diego later this month.

Tustin, Calif.–based Raj Manufacturing experienced its best show ever at Surf Expo, said Alex Bhathal, the swimwear manufacturer’s executive vice president. The company, which makes swimwear for brands such as Guess Inc. and St. John Knits, fielded 15 percent more appointments at the show than at any other. “We got a good reaction to our new zebra print for Guess. Black-and-white is a key trend in the market, as are dots, preppy and nautical themes,” Bhathal said.

Buyers from all over the country attended Surf Expo, including Jack’s Surf Shop in Huntington Beach, Calif., ZJ’s Boarding House in Santa Monica, Calif., and the Ron Jon Surf Shop in Cocoa Beach, Fla.