The surf industry is currently navigating a turbulent period marked by significant layoffs, store closures, and a shift in brand ownership. Liberated Brands, a key player in the surf apparel market, has laid off nearly 400 employees and closed its Costa Mesa offices, while the Surf Expo showcased new opportunities for emerging brands amidst these challenges.
Key Takeaways
- Liberated Brands has laid off nearly 400 employees and closed its Costa Mesa offices.
- O’Neill has closed its downtown Santa Cruz surf shop after 25 years.
- The Surf Expo highlighted a vibrant atmosphere with over 700 brands exhibiting.
- New brands are emerging to fill the void left by legacy brands.
Major Layoffs in The Surf Industry
The surf industry is experiencing a significant shake-up as Liberated Brands, which held licenses for major brands like Billabong and RVCA, announced the closure of its Costa Mesa offices. This decision resulted in the layoff of nearly 400 employees, including high-level positions such as the CEO and various project managers and designers. The layoffs were part of a company-wide restructuring aimed at transitioning brand licenses to new holders.
Industry insiders have expressed concern over the impact of these layoffs on the authenticity and culture of surf brands, which have historically been rooted in the surfing community. Many believe that the corporate takeover of these brands has led to a disconnect from their core customer base.
Store Closures Reflect Changing Retail Landscape
In addition to the layoffs, O’Neill has closed its downtown Santa Cruz surf shop after 25 years of operation. The store, known for its vibrant atmosphere and community events, struggled to compete in an increasingly online-focused retail environment. O’Neill plans to offer affected employees positions at other locations, but the closure marks a significant loss for the local surf culture.
Surf Expo: A Hub for New Opportunities
Despite the challenges faced by established brands, the recent Surf Expo held in Orlando showcased a lively atmosphere with over 700 brands in attendance. The event served as a platform for emerging brands to connect with retailers and explore new opportunities in the marketplace. Notable figures, including Kelly Slater, made appearances, generating excitement among attendees.
The expo also featured a unique surfboard shape-off honoring legendary craftsman Pete Dooley, highlighting the ongoing passion for craftsmanship in the surf community. Allen White, a seasoned shaper, took home the top prize, demonstrating that experience and tradition still hold value in the industry.
The Rise of New Brands
With legacy brands like Quiksilver and Billabong absent from the Surf Expo, newer, independent brands seized the opportunity to establish themselves. Brands such as Jetty, Katin, and Vissla organized a “New Wave” party to celebrate their unity and commitment to surf culture. This gathering marked a hopeful shift towards a more community-driven approach in the surf industry.
Conclusion
As the surf industry grapples with significant changes, the emergence of new brands and the vibrant atmosphere at events like the Surf Expo signal a potential revival. While the challenges posed by layoffs and store closures are daunting, the resilience and creativity of the surf community may pave the way for a new era in surfing culture.
Sources
- Surf industry’s Liberated Brands lays off nearly 400, closes Costa Mesa offices – Orange County Register, Orange County Register.
- Updated: Photos and Report from Surf Expo | Shop Eat Surf Outdoor, Shop-Eat-Surf.com.
- O’Neill Closes Downtown Santa Cruz Surf Shop After 25 Years, SURFER Magazine.
- 2025 Surf Expo: Allen White wins surfboard shape-off honoring Pete Dooley, Florida Today.