California Apparel News

Surf Expo, held Jan. 14–16 at the Orange County Convention Center in Orlando, Fla., proved to be a much sunnier experience than last year for both retailers and the approximately 4,700 exhibitors.

Show executives and exhibitors reported a new sense of optimism on the show floor, in stark relief to the last two shows, when retailers and manufacturers were still learning how to navigate within the economic downturn.

“The vibe was pretty good,” said Charlie Setzler, Rusty North America’s president. “Last September’s [show] was very depressing; the last January show was semi-depressing. [This time] the retailers came, and they seemed to be in a pretty good mood. Even though the Holiday season wasn’t great, everyone prepped for it and kept their inventory tight and not too ambitious. So even though business was down [for Holiday], margins were up.”

Attendance figures were not available at press time, but Sean O’Brien, Surf Expo’s brand manager, said preliminary figures indicate that buyer attendance at the national East Coast show was on par with the January 2009 show, which was one of its strongest-ever editions. “The size of the show and the number of exhibitors in each category all were in line with expectations—or exceeded them,” he added. Hurley, which showed at Agenda earlier in the month but will sit out February’s San Diego Action Sports Retailer Trade Expo, participated in the show. The key brand, which is in the midst of shifting its distribution strategy to fewer and more select stores, views the show as key to its new direction, said Mark Weber, Hurley’s senior vice president of global commerce, merchandising and sales.

O’Brien said many exhibitors and retailers have a sense that the worst is over. “While the last eighteen months have often been brutal for the boardsports and beach-lifestyle retailer, there is now a distinct feeling that we’ve seen the bottom and things are slowly moving back up. That renewed sense of optimism, accentuated by the fact that the entire industry was gathered in one place, gives us hope that 2010 will offer far more opportunities for success than 2009,” he said.

Surf Expo introduced a new Stand Up Paddle section on the show floor, which included more than 50 exhibitors and a 75,000-gallon demo tank where brands could demonstrate their goods. SUP brands, as they are known, have shown at Surf Expo in the past, O’Brien said, but have never had a cohesive presence or a section of their own. “We expect this market will continue to explode in popularity and are committed to serving it every step of the way.”

The next Surf Expo will take place Sept. 12–14.—Erin Barajas