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THE BUSINESS MAGAZINE FOR BEACH, COASTAL AND NAUTICAL RETAILERS | NOVEMBER-DECEMBER 2026

SWEET

Success + Inside:

46 Coastal Connections highlights 52 Hottest name-drop trends 66 Inventory tips that work Fi K n w d o ID ith u S co t w R as ha U ta t’s L l k tr E id en ! s, d p. ing 60

Pawleys Island Mercantile has grown from a nostalgic candy shop into a coastal shopping destination where popular brands and family traditions drive repeat business.

CONTENTS

NOVEMBER/DECEMBER 2026 | VOLUME 7 | ISSUE 6

In Every Issue 8

EDITOR’S NOTE Training is essential to running a store.

RETAIL NEWS Teysen’s Gift Shop celebrates its centennial.

TAKING STOCK Make every day of December count.

RETAILER REFLECTIONS How to build a million-dollar team.

CUSTOMERS COUNT Get a grasp on behavior styles.

SEAWORTHY IDEAS Get inspiration from themed product ideas.

EVENTS CALENDAR Make plans to attend these future events.

EVENTS COVERAGE Past and upcoming industry show coverage.

PRODUCT SHOWCASE Fresh merchandise ideas for your store.

AD INDEX Easily locate an advertiser’s ad and website.

40 LOOKING TO CREATE MORE BUZZ FOR YOUR BUSINESS? Learn about Seaside Retailer’s new digital advertising program for retailers at: www.retailbuzz365.com

Features Cover Story: Sweet success..........................................40 Pawleys Island Mercantile has made a name for itself.

Product Trend: Little waves, big trends..................... 60 Trending merchandise for kids checks many boxes.

Coastal Connections: Surfing with ideas....................46 Coastal Connections at Surf Expo surged with education.

Business: Take control of your inventory ship............66 Smarter purchasing decisions help steer profitability.

Style Trend: Drop it like it’s hot................................... 52 Seaside retailers share their top name-drop sellers.

Starfish Award: Wear it forward.................................. 82 Skull Creek General Store adds color to its causes.

Explore ocean-inspired products and gifts from leading coastal brands. Visit the Seaside Retailer online Marketplace and discover new products your customers will love. www.seasideretailer.com/marketplace

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www.seasideretailer.com

seaside retailer Publisher & Creative Director: Karen Carr karen@breakwallpublishing.com, 800-705-6833, Ext. 701, Direct: 330-591-2575 Executive Editor & Conference Director: Kristin Ely kristin@breakwallpublishing.com, 800-705-6833, Ext. 702, Direct: 619-241-4828 Associate Editor: Megan Smalley megan@breakwallpublishing.com, 800-705-6833, Ext. 704 Contributing Editor: Kristen Hampshire khampshire@breakwallpublishing.com, 800-705-6833, Ext. 710 Sales Director: Deborah Marshall deborah@breakwallpublishing.com, 800-705-6833, Ext. 711, Direct: 660-672-4063 Sales Manager: Nicole Adams nicole@breakwallpublishing.com, 800-705-6833, Ext. 708, Direct: 443-898-9879 Sales Manager: Mike Granger mike@breakwallpublishing.com, 800-705-6833, Ext. 707, Direct: 336-800-2699 Sales Manager: Alan Scott alan@breakwallpublishing.com, 00-705-6833, Ext. 706, Direct: 818-945-9918 Sales Manager: Tim Smith tim@breakwallpublishing.com, 800-705-6833, Ext. 714, Direct: 440-465-2901 Ad Production Manager & Graphic Designer: Debby Clarke debby@breakwallpublishing.com, 800-705-6833, Ext. 705 Ad Production Coordinator & Products Editor: Katie Turner katie@breakwallpublishing.com, 800-705-6833, Ext. 709 Columnists: Tom Borg, Michael Hale, Cathy Donovan Wagner Circulation: Greg Wolfe, Marci Dancy Business Advisor: Jerry L. Croft

BreakwallPublishing Subscriptions: www.seasideretailer.com/subscribe, 800-705-6833, Ext. 1, subscriptions@breakwallpublishing.com Advertising & Sales: 3593 Medina Road #117, Medina, OH 44256, 800-705-6833, Ext. 2, info@breakwallpublishing.com Editorial & Circulation: 1455 Frazee Rd., Suite 500, San Diego, CA 92108 Entire contents ©2026 Breakwall Publishing LLC. All rights reserved. Materials in this publication may not be reproduced without written permission from the publisher. Content contributed by writers, advertisers, and outside sources in Seaside Retailer is presented for informational purposes only and does not necessarily represent the views of Breakwall Publishing LLC or the editorial staff. Inclusion of advertisements or sponsored content does not indicate endorsement of any company, product, or service. Breakwall Publishing LLC and Seaside Retailer cannot guarantee the accuracy or completeness of information submitted by advertisers, agencies, vendors, or contributors and are not liable for any errors, omissions, or claims made therein. Seaside Retailer (ISSN 3067-3461) is published bi-monthly by Breakwall Publishing, LLC, 1455 Frazee Rd., Suite 500, San Diego, CA 92108. Periodical postage paid at San Diego, CA, and at additional mailing offices. Postmaster: Send address changes to Seaside Retailer, P.O. Box 3000, Denville, NJ 07834.

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EDITOR’S NOTE

GOING THE DISTANCE I’ve never been good at sprinting. Just ask my eighth grade track coach. Then came the shin splints and the Achilles tendon strain, and I could just let those dreams of winning a 100-yard dash go by the wayside. But then, I discovered another route: long distance running. That type of running isn’t so much about a fast burst of speed, it is more about setting a pace and having the endurance to keep going. That was more my style. I think it is also a great analogy for running a seaside store. First, you have to be in it for the long haul and set yourself up for that. Don’t focus on the short race and then let the bigger picture get lost in the shuffle. Just like any business, there are going to be ups and downs, ebbs and flows, good years and not so great ones. Trends come and go, but you So what can you do to don’t want your business to follow suit. So what can you do to prepare prepare yourself for the next yourself for the next hurdle you might encounter in your business? Just hurdle you might encounter like racing, you have to train and get in shape. in your business? Just like Stay on top of current trends by attending trade shows, talking to vendors and reading the pages of Seaside Retailer. Seek out educational racing, you have to train and opportunities like Coastal Connections, seminars or webinars. get in shape. If you were at Surf Expo this past September, I hope you had an opportunity to attend some or all the Coastal Connections at Surf Expo sessions. We put in a lot of effort to bring you a speaker roster and session topics to help take your business to the next level. You can read more about it the wrap-up article on page 46 as well as more in-depth coverage of Inventory Genius Founder Ciara Stockeland’s session, “Be the Captain of Your Inventory Ship,” on page 66. We also plan to include more session coverage in upcoming issues. Many other trade shows and markets also offer education sessions. If you aren’t currently making education part of your business strategy, I highly encourage you to begin. One of my mottos is, “You have to walk before you can run,” when it comes to anything you are trying to tackle. Being successful in retail is no different. Make small changes, spend more time with Seaside Retailer, sign up for a webinar and talk with your vendors. You don’t have to transform over night. All of these small steps will help in the long run, and speaking of long runs, I think it is time I lace up my running shoes and go for one.

@seasideretailermag 8 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

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@seasideretmag

Seaside Retailer www.seasideretailer.com

R E TAI L N E W S

Michigan gift shop celebrates its centennial

Starboard debuts new retail experiences for Royal Caribbean

Teysen’s Gift Shop, a family-run business in Mackinaw City, Michigan, celebrated its centennial in July. Greg Teysen, owner, says the longtime gift shop is known for its homemade fudge and unique, quality gifts for people visiting Mackinaw City. To celebrate its centennial, local elected officials and community members gathered for a small celebration. With Teysen’s closing out its 100th season in business, the Teysen’s name will also be retiring. Teysen says he and his wife Vicki plan to retire at the end of the year and hope to sell the store. While Teysen envisions that the store will live on with new buyers someday, he notes that the store will take on a new name if new owners come in.

Starboard Group has debuted an expansive collection of immersive retail experiences onboard Royal Caribbean’s Legend of the Seas, the third ship in the vacation brand’s Icon Class fleet. Developed exclusively by Starboard, the retail offering blends discovery, personalization, luxury and familyfocused interactive experiences. It also introduces first-at-sea brand partnerships, boutique concepts and curated assortments. According to Starboard Group and Royal Caribbean, the onboard retail experience reflects Royal Caribbean’s spirit of bold innovation and Starboard’s focus on creating retail experiences with something for everyone, offering a range of styles, brands and price points that appeal to guests across generations.

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www.seasideretailer.com

Mud Pie announces Spring 2027 Kids’ collection

Virtuoso identifies trends redefining luxury travel in 2026

Mud Pie has released its Spring 2027 Kids’ collection, and the vendor is finding that hand-painted kids’ decor and quilted accessories are top-of-mind for customers. Gina Cullen, executive vice president of product development for Mud Pie, says quilted accessories are trending and mallards are also having a moment. “We’ve woven it across apparel, plush, socks, blankets, bath toys and even a new birthday cake candle holder and picture frame. It’s become one of our most beloved icons season after season,” she says. Plush also remains a big component in the company’s Spring 2027 Kids’ collection. Cullen says the company has added horses, jungle critters, ocean friends and a ‘Class Pets’ collection this season.

Virtuoso has unveiled its latest travel trends report. The findings show luxury travelers are choosing fall over summer for travel, lingering longer and investing more to enjoy destinations without the crowds. With a nod toward lower temperatures and fewer crowds, fall is emerging as a more popular time to travel. Virtuoso reports that its 2026 autumn bookings are up 59% compared with last year and sales are up 69%. September leads with sales up 77% and a 55% increase in bookings, while October bookings are up 59% and November is up more than 70% on both measures. Virtuoso finds that New York and the Hawaiian islands are two top domestic travel destinations in luxury travel for fall this year.

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NOVEMBER-DECEMBER 2026 SEASIDE RETAILER 11

R E TAI L N E W S

Dallas Market Center launches Retail Ready program Dallas Market Center has launched Retail Ready as a new AI training program for independent retailers. Following requests from retailers,

sales reps and exhibitors, Retail Ready is an AI education program tailored to the unique needs of independent retail. The program will take place via social media, email, videos, webinars and the company’s website as well as activations and hands-on training during January 2027 markets. The program, open to all retailers with no special sign-ups, will help retailers learn practical tools to solve

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problems and save time. Retail Ready is being created and managed by a leadership council of industry professionals, including Alison Dodson, owner of A. Dodson’s of Suffolk, Virginia; Trudi Bartow, vice president of business growth and business strategy with the Unemployed Philosophers Guild and founder of TRB Insights; and Cole Daugherty, senior vice president of marketing communications at Dallas Market Center. “We’re going to keep it simple,” says Daugherty. “Each week, we’ll present one real problem independent retailers face and one practical way AI can help via short demonstrations, real retail examples and AI prompts to copy and try.”

Retail Ready themes include: • Buying: sales analysis, vendor comparison, assortment gaps, trend research and planning; • Selling: retail merchandising, cross-selling techniques, product knowledge and promotions; • Promoting: email, social media, events, content calendars and customer messaging; • Operations: scheduling, procedures, vendor communications, meeting notes and repetitive administration; • Growing: business analysis, competitive research, customer trends and strategic planning; and • At Market: Planning, discovery, appointments, comparing lines and merchandising stories.

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TAK I N G S T O C K

MAKE DECEMBER COUNT BY MICHAEL HALE

e’re quickly entering the holiday season. By the time December arrives, your holiday merchandise will be in, decorations will be up and your holiday season will be well underway. For seaside retailers, this isn’t the time to simply let your holiday merchandising run its course. December

CREATE GIFTING SOLUTIONS

During the holidays, people often shop with a purpose — and sometimes under a deadline. Make their job easier by merchandising products as gift solutions. Create displays around gift-giving opportunities, such as tables promoting Gifts Under $25, Stocking Stuffers or Gifts for Beach Lovers. Grouping products by recipient, price point or theme helps custom-

December is a time to fine-tune, replenish and make every remaining selling day of the year count. is a time to fine-tune, replenish and make every remaining selling day of the year count. REVIEW YOUR SALES

Review your early holiday sales. Which items are emerging as your strongest sellers? These products can tell you something very important: customers want them. Make sure these bestsellers are fully stocked and easy to find in your store. If a bestseller is tucked away on a shelf, consider moving it to a feature table or an end cap.

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ers make decisions quickly and can encourage multiple-item purchases. While summer may bring tourists seeking out souvenirs, December can provide an opportunity to reconnect with year-round shoppers searching for unique holiday gifts. Merchandise your store as a place where locals can also find something different from what they see at big box stores. PERFECT PLACEMENT

Your checkout area becomes especially important this time of year.

Small, affordable products such as ornaments, keychains, jewelry, candles or candy can lead to easy add-on sales. Keep your checkout area stocked, but don’t overcrowd it. Customers should be able to see the merchandise while still having enough room to comfortably complete their purchase. REPLENISH AND REPEAT

Replenishment is equally important. A beautiful display with only one or two products remaining doesn’t communicate abundance — it simply looks picked over. Assign someone to regularly walk the sales floor, straighten displays and replenish merchandise throughout the day. As you get closer to the holiday, continue editing. Most importantly, keep the store feeling full, fresh and easy to shop right through the final holiday rush. Michael Hale, CEO of Retail Rehab, transforms retail spaces and helps drive up profits. michael@retail-rehab.com www.retail-rehab.com

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R E TAI L E R R E F L E C T I O N S

HOW TO BUILD A MILLION-DOLLAR TEAM BY C AT H Y D O N O VA N W AG N E R

f I had to rebuild my store from scratch tomorrow, I would first building my cash flow and inventory. Next on the list is building a strong team. You don’t hit a million dollars by grinding harder alone. You hit that milestone by building a team that can run the store as well as you do. If you want a million-dollar team for your store, here are some things I would do:

• Delegate the $20/hour tasks so you can do the $2,000/hour work. For coastal stores that tend to be seasonal, three of these carry the most weight. DOCUMENT YOUR SYSTEMS

Coastal retailers often rebuild their team every season, sometimes more than once a year. If the only place your systems live is in your head,

Hand off anything someone else can do at $20 an hour so you are free to do the $2,000-an-hour work that only you can do. • Build toward a dream organizational chart, not just the roles I need filled this week. • Hire for attitude and train for skill — heart can’t be taught. • Document systems to minimize chaos when new employees start. • Encourage your team to train each other rather than depending on only you. • Set clear, energizing sales goals and discuss them out loud. • Put coaching and feedback on the calendar before problems arise.

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you’re training the same person from scratch every single season. Record how you open, how you close and how you ring a return. A short video does more for a new hire than a week of shadowing you.

When you’re filling seasonal roles fast, attitude is the one thing worth screening at the interview. The rest, you can build. DELEGATE TASKS

The busier your season gets, the more tempting it is to do everything yourself. But that’s exactly when your time is worth the most somewhere else. When things get busy, focus on watching the numbers, reading the floor and deciding what happens next season. Hand off anything someone else can do at $20 an hour so you are free to do the $2,000-anhour work that only you can do. A million-dollar store isn’t run by one exhausted owner doing it all. These stores are run by owners who intentionally build teams that are willing to work hard, season after season.

HIRE FOR ATTITUDE

Register skills and folding techniques can be taught in a shift or two. What can’t be taught is an employee’s attitude. You can’t make a prospective employee want to be at your store.

Cathy Donovan Wagner helps store owners scale sales past 7 figures. Check out her Richer Retail Podcast. 847-622-8382 clientcare@retailmavens.com retailmavens.com/richerpodcast

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CUSTOMERS COUNT

GET A GRASP ON BEHAVIOR STYLES BY TOM BORG

ave you ever had a customer walk into your store and immediately want to know the price of a product, while another customer wants to chat with you for 20 minutes? This may not be a personality problem. It may simply be a behavioral-style difference. One of the most useful tools I use in working with business owners and their employees is the Behaviors

are looking for, give them a few good options and let the customer make the final decision.

THE C-STYLE PERSONALITY THE I-STYLE PERSONALITY

I-style people are typically outgoing, enthusiastic, optimistic and focused on relationships. They enjoy interacting with people and often bring energy into the room. An I-style customer may enjoy the shopping experience as much as the product itself. Engage them.

Understanding the different behavioral styles can help you and your team communicate more effectively. Assessment. Understanding the different behavioral styles can help you and your team communicate more effectively.

Ask questions. Build rapport. This customer typically wants a positive interaction and a fun experience. THE S-STYLE PERSONALITY

THE D-STYLE PERSONALITY

People with the D-style personality tend to be direct, decisive, competitive and results-oriented. They often want to get to the point quickly. When connecting with a D-style customer, be accurate and realistic. Avoid overwhelming them with extra details. Instead, ask what they

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space. Present yourself softly and logically.

S-style customers tend to be patient, dependable, supportive and focused on other people. They often appreciate stability and dislike unnecessary conflict or pressure. An S-style customer may want to take more time in your store and feel comfortable before making a purchase. Give these customers that

C-style people are generally careful, analytical and concerned with accuracy. They may want to compare products and make sure they are making the right decision. Give these customers all the information they need without making them feel rushed. UNDERSTAND YOUR CUSTOMERS

Great gift shop employees focus on understanding people. The better you and your team can understand different behavioral styles of the people around you, the better you can communicate, build relationships and create an experience that keeps customers coming back. Tom Borg is a business consultant and writer focused on leadership, communication, customer service and the real-world challenges of small business ownership. Reach him at: 734-812-0526 tom@tomborg.com www.tomborgconsulting.com

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S E AW O R T H Y I D E A S | A XO L O T L

Alotta axolotl Cute, curious and endlessly lovable, axolotls are charming shoppers of all ages.

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1. World End Imports: Enamel axolotl macrame bracelet, www.worldendimports.com; 2. Fiesta Toy: Bestie Pop pink axolotl keychain, www.fiestatoy.com; 3. Pennybandz: Sea Life PennyPalz, www.pennybandz.com; 4. Charles Products Inc.: Axolotl squish toy, www.charlesproducts.com; 5. Stephen Joseph: Axolotl beach tote with sand toys, www.stephenjosephgifts.com; 6. Zoologee: Hoodwinkz axolotl name-drop cap, www.zoologee.com; 7. Storm Striker Art by Justin Patten: Axolotl ornament, www.stormstrikerartbyjustinpatten.com; 8. The Wilusz Way: Playful axolotl magnet, www.thewiluszwaywooddesigns.com; 9. Peter Pauper Press Inc.: Axolotl beaded bookmark, www.peterpauper.com. 20 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

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#5: Ivystone; #9: Roadrunners

S E AW O R T H Y I D E A S | C O R AL C O L O R

Coral crush Inspired by the vibrant hues of the sea, coral brings a splash of warmth and color to coastal merchandise.

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1. Joy Susan: Coral tie-dye scarf, www.joysusan.com; 2. Blue Sky Clayworks: Coral crackle planter, www.blueskyclayworks.com; 3. Anju Jewelry: Coral raffia fringe Santorini handbag, www.anjujewelry.com; 4. Anchored Soul Design: Sandy toes wooden sign, www.anchoredsoulwholesale.com; 5. Pirani Life: Stackable coral tumbler, www.pirani.life; 6. The Beach and Back: Cape Cod gold coin and coral beaded necklace, www.thebeachandback.com; 7. Bali Queen: Cleo raffia earring in coral red design, www.baliqueen.com; 8. Okabashi Brands Inc.: Sandy coral sandals, www.okabashi.com; 9. Rightside Design: 20-inch-by-20inch coral sea star indoor-outdoor pillow, www.cnfei.com. 22 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

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#1: Roadrunners; #2, #8: Just Got 2 Have It!

S E AW O R T H Y I D E A S | P E T P R O D U C T S

Paw-some finds Make tails wag and waves splash with pet products inspired by life along the coast. 3 1 2

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1. The Darling Effect: Pawfect seashell pet collar charm, www.thedarlingeffect.com; 2. Pet Souvenirs: Floating ball dog toy, www.petsouvenirs.com; 3. Neoteric Brands: Key West dog treats, www.neotericbrands.com; 4. Pavilion Gift: The Beach Dog canvas toy on a rope, www.paviliongift.com; 5. Haute Diggity Dog: Muttgarita plush toy, www.hautediggitydog.com; 6. Ore Originals Inc.: Pet toy rope puffer fish, www.oreoriginals.com; 7. The Knotty Dawg: Dog life jacket in bright mahi fish print style, www.theknottydawg.com; 8. Salty Paws: Tropical dog collar, www.saltypawscollars.com; 9. Lanikai Bath and Body: CBD pet balm, www.lanikaibathandbody.com; 10. Buddy by the Sea: Sailboat bandana, leash and collar set, www.buddybythesea.com. 24 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

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#1: Roadrunners; #3, #4: CMA; #5, #6: Just Got 2 Have It!

S E AW O R T H Y I D E A S | S U R F B O AR D S

Surfer vibes Get stoked with surfboard-inspired gifts that bring a little wave-riding fun ashore.

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1. Hang Accessories: Surfboard silicone luggage tag, www.hangaccessories.com; 2. Stickers Northwest: Surf's Up laminated vinyl sticker, www.stickersnorthwest.com; 3. Paradies Kid-U-Not: Surfboards aqua T-shirt, www.paradiesandcompany.com; 4. Impulse Souvenirs: Clearwater Beach acrylic surfboard magnet, www.impulsesouvenirs.com; 5. Kurt S. Adler: Surf shop ornament, www.kurtadler.com; 6. Splendid Iris: Enamel surfboard necklace, www.splendidiris.com; 7. Sawdust City LLC: Floral wooden surfboard sign, www.sawdustcitywholesale.com; 8. Joseph K and Co.: Surfing Santa ornament, www.josephk.com; 9. Quilling Card: Surfing Paradise greeting card, www.quillingcard.com. 26 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

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#1, #6: Roadrunners; #9: Just Got 2 Have It!

BEHIND THE BUY IN THIS NEW SERIES, we turn the spotlight on the retailers behind the purchase. Customers share what drew them to the brands they chose and what keeps them coming back. From standout product design and thoughtful merchandising to responsive service and trusted relationships, these firsthand accounts offer a closer look at how great customer relationships are built. It’s not just about what’s on the shelf. It’s about the people, the process and the moments that make a purchase feel like the right one.

F E AT U R E D B R A N D S

BEHIND THE BUY: CALL FOR THE WILD | LOGGERHEAD MARINELIFE CENTER

PURPOSEFUL PURCHASES Call For The Wild gives Loggerhead Marinelife Center lovable products that create a meaningful connection between retail purchases and wildlife conservation.

inding products that customers want to take home is only part of the buying equation for Kate Fratalia. As vice president of retail and a buyer for Loggerhead Marinelife Center in Juno Beach, Florida, she also looks for merchandise that reflects the organization’s conservation mission. “Our buying approach balances what customers want with quality, value and a connection to the work we do,” Fratalia says. That makes Call For The Wild a natural fit. LMC has been dedicated to sea turtle and ocean conservation since 1983, with work spanning research, rehabilitation, education and conservation. Its seaside boutique offers apparel, accessories, jewelry, plush, gifts and souvenirs, with store purchases helping support the nonprofit’s mission. A SHARED MISSION

Fratalia first met Call For The Wild Founder Billy Campisciano at a trade show about six years ago, before he launched the company. “His compassion for animals and wildlife made an immediate impression,” Fratalia says. “His commitment to protecting the environment and advancing sustainability has been a big part of what makes this relationship meaningful.” Call For The Wild products support LMC's mission. Photos: Justin Bruns SPONSORED ADVERTISEMENT

Call For The Wild is a mission-driven wholesale company dedicated to connecting people with nature through products that inspire wildlife appreciation and help fundraise for conservation.

Hatchling eggs, plush and charms are among the purpose-driven offerings.

Through Call For The Wild, Campisciano has turned that passion into a cause-based business, with 100% of the company’s net proceeds benefiting wildlife rescue, research and conservation.

“We look forward to continuing this partnership, carrying the products our customers already love and exploring new items that fit our store and mission.” — KATE FRATALIA “That purpose aligns closely with our mission,” Fratalia says. Through a partnership tied to Call For The Wild’s Wild Heart Rescue Sea Turtle plush, a percentage of sales from the plush supports LMC's work. “A child hugging a plush turtle in Ohio or overseas can help support a real turtle receiving care in Florida, along with the research, education and conservation work that protects its future,” Fratalia says. PRODUCTS WITH A STORY

LMC carries several Call For The Wild products, including plush animals, bag charms and plush animals in stretchers. “Our bestseller from the line is the Sea Turtle Hatchling Egg — we can hardly keep it in stock!” Fratalia says. Throughout the store, Call For The Wild merchandise is accompanied by signage explaining the company’s mission, helping customers understand the impact connected to their purchases. The alignment in mission is backed by a partnership that works from a buying perspective, too. The company regularly communicates new product introductions and upcoming wholesale shows, giving Fratalia opportunities to see new merchandise in person. LMC can email orders directly to its Call For The Wild contact or purchase through Faire. “Having those options makes purchasing and reordering easy,” she says. Loggerhead Marinelife Center has a fitting tagline for its retail philosophy: “Purchase with Purpose.” For Fratalia, Call For The Wild embodies that idea. It’s a partnership Fratalia expects to continue growing, combining products customers want with a purpose they can feel good about supporting. “We look forward to continuing this partnership, carrying the products our customers already love and exploring new items that fit our store and mission.” n SPONSORED ADVERTISEMENT

Offering an assortment of rescue-themed plush, educational toys and wildlife-inspired accessories, the company helps retailers provide meaningful souvenirs that encourage customers to care about the natural world. Through its nonprofit 501(c) (3) foundation, Forwild.org, Call For The Wild directs its corporate net proceeds toward initiatives supporting wildlife rescue, research and conservation. Call For The Wild believes every purchase can help make a difference. Discover products with a purpose and join the mission to protect wildlife and wild places. www.forwild.com sales@forwild.com 800-520-6016

BEHIND THE BUY: CHARLES PRODUCTS | SAINT LOUIS AQUARIUM AT UNION STATION

A CORE COMPONENT Distinctive souvenirs, collaborative product development and open communication make Charles Products Inc. a valuable partner for Saint Louis Aquarium.

or Greg Kostich, a successful retail operation depends on more than finding products that sell. It depends on finding vendors willing to become partners. Charles Products Inc. has earned that distinction at Saint Louis Aquarium at Union Station, where Kostich serves as manager of retail and buying. The company is his primary hard goods vendor, supplying an extensive assortment ranging from mugs and shot glasses to snow globes, keychains, magnets, toys and apparel. “I am only as good as my vendors,” Kostich says. “I only have two things I look for when I meet new vendors, and that’s honesty and communication.” He found both with Charles Products. PLENTY TO SELL

Kostich says Charles Products’ merchandise consistently resonates with his customers. Etched products are particularly strong, including designs featuring jellyfish, river otters, sharks and sea turtles. A spinning octopus magnet and keychain are other guest favorites. Custom-designed T-shirts from Charles Products are offered in many styles and colors to appeal to a variety of visitors. Photos: Brea Youngblood SPONSORED ADVERTISEMENT

Charles Products' snow globes and drinkware have distinctive styles.

“They have a unique look about their merchandise that’s just different than a lot of what other vendors do,” Kostich says. Charles Products merchandise appears throughout the store. While apparel is integrated into the broader assortment, Kostich groups products such as

“They have a unique look about their merchandise and that’s just different than a lot of what other vendors do.” — GREG KOSTICH etched mugs and shot glasses together. He is also trying more program-based merchandising after seeing new coordinated collections during his latest visit to the company’s showroom. IDEAS INTO PRODUCTS

Those showroom visits are an important part of the partnership. About once a year, Kostich visits Charles Products and works directly with its artists on new merchandise. During a recent visit, he envisioned a dimensional mug incorporating several of the aquarium’s animals, with the design continuing inside the mug. After explaining the concept, he says the artists needed only a couple of attempts to capture what he had in mind. “They nailed it,” he says. That willingness to collaborate also extends to Charles Products sales representative Kate Bailey. Kostich values Bailey’s willingness to question an idea or suggest a different direction when she believes it will lead to a stronger product. Kostich wants the aquarium gift shop to feel like an extension of the attraction rather than simply a place guests pass through on their way out. Charles Products helps him accomplish that with merchandise that stands apart and a team willing to spend time getting products right. “When they sit down with me, they are picking my brain to make sure that they get it right the first time,” Kostich says. “They are more than willing to go back until it’s right.” That approach is why he expects Charles Products to remain one of his core vendors and the relationship to continue expanding. “They care more about building successful partnerships than making a quick sale,” Kostich says. “That’s why I see our relationship growing.” n SPONSORED ADVERTISEMENT

At Charles Products Inc., our mission is to deliver exceptional collaboration, creative innovation, and meaningful partnerships that help our customers achieve their merchandising goals and strengthen their brand presence/equity. For 74 years, Charles Products Inc. has been a trusted global supplier of high-quality custom apparel, gifts, and souvenirs. We combine trend-driven design, consumer insights, and manufacturing expertise to create collections that resonate with consumers. Our world-class creative and sales team works closely with every client to develop distinctive products and art tailored to their vision, audience, and market. Every Souvenir Tells a Story. Let's Create Yours. charlesproducts.com info@charlesproducts.com 800-242-7537

BEHIND THE BUY: OCEAN JEWELRY | SHINY OBJECTS ON SANIBEL ISLAND

A SHINING SUCCESS Ocean Jewelry’s distinctive designs, polished presentation and hands-on support have made it a standout seller at Shiny Objects on Sanibel Island.

hen Rachel Emerick opened Shiny Objects on Sanibel Island in 2004, jewelry was the focus. More than two decades — and two major hurricanes — later, it remains at the heart of her 800-square-foot store. One of the brightest additions to that assortment has been Ocean Jewelry. Emerick first encountered the line while Shiny Objects was still recovering from Hurricane Ian, which closed the store for nearly a year. Drawn to the designs, quality and vibrant colors, she decided to take a chance on a collection that was initially at the higher end of her merchandise mix. The response was almost immediate. “I just saw bag after bag after bag of Ocean walking out the door,” Emerick says. “It far, far exceeded any of my wildest expectations.” About 2½ years later, Emerick says Shiny Objects has become Ocean Jewelry’s largest retailer. TAKING THE LEAP

For Emerick, Ocean Jewelry’s appeal starts with the product itself. She initially brought in the company’s sterling silver jewelry, selecting over 70 designs, impressed not only by the designs but also by the attention given to packaging, displays and marketing materials. The Dreaming of Sanibel necklace is custom made. Photos: Nick Adams SPONSORED ADVERTISEMENT

Ocean Jewelry brings the beauty and spirit of the sea to life through distinctive jewelry inspired by coastal landscapes and marine life. Shiny Objects carries multiple lines and styles from Ocean Jewelry.

She has since expanded her offering to include Deep Blue by Ocean Jewelry, the brand’s 14-karat gold fine jewelry line featuring lab-grown diamonds. “And it all sells,” she says. “The response is just amazing.” The relationship has also opened the door to creating something specifically for Shiny Objects’ island customer.

“They are the epitome of what I consider to be a true partnership.” — RACHEL EMERICK Ocean Jewelry recently produced the Dreaming of Sanibel necklace, based on a design created by a local artist. The collaboration gave Shiny Objects a piece with a direct connection to its destination while drawing on Ocean Jewelry’s expertise to turn the design into finished jewelry. The response, Emerick says, has been “phenomenal.” DETAILS THAT DELIVER

Ocean Jewelry has a substantial presence inside Shiny Objects, with four countertop displays and a dedicated branded case. Emerick says the displays are full, with the assortment continuing to grow. The company also gives shoppers another reason to feel good about their purchase: Each Ocean Jewelry purchase helps save 10 baby sea turtles. Learning that the purchase also helps sea turtles, she adds, is “icing on the cake.” What has impressed Emerick just as much as the jewelry is the support behind it. Ocean Jewelry representatives regularly visit Shiny Objects and Emerick connects with the company at industry trade shows. The two businesses have also partnered on an in-store event. “It’s one thing to see pictures, but it’s a completely different thing to actually have the people there to work with you,” Emerick says. That level of involvement was particularly meaningful as Shiny Objects rebuilt following Hurricane Ian. “Everything is done with thought,” Emerick says. “Everything is done with that long-term partnership in mind.” From order placement and product quality to marketing, product development and personal support, Emerick says Ocean Jewelry has delivered the kind of wholesale relationship she values. “They value the partnership,” she says. “They are the epitome of what I consider to be a true partnership.” n SPONSORED ADVERTISEMENT

Founded in Ireland, Ocean Jewelry is part of a familyowned business with over 40 years of experience, combining original designs with quality craftsmanship. Ocean Jewelry offers sterling silver and 14-karat gold vermeil designs inspired by marine life, from sea turtles and starfish to waves and seashells. Deep Blue by Ocean Jewelry, features 14-karat gold and labgrown diamonds Ocean Jewelry partners with SEE Turtles to support sea turtle conservation. Ocean Jewelry helps coastal retailers offer meaningful keepsakes that allow customers to wear their favorite seaside memories wherever they go. flaircraftportal.com/ocean alan@flaircraft.ie 646-387-2531

BEHIND THE BUY: XPLORER MAPS | BAILEY'S GENERAL STORE

A NATURAL FIT Xplorer Maps products help Bailey’s General Store capture the spirit of Sanibel, driving strong sales through design that reflects the island’s nature-first identity.

etail is deeply rooted in both history and community at Bailey's General Store. A fourth-generation, family-run business with more than a century of legacy, the store has long served as a cornerstone for residents and visitors alike. Today, Bailey’s operates locations on Florida's Sanibel and Captiva islands, continuing to serve customers even as the business rebuilds following Hurricane Ian. That connection — to place, to people and to experience — extends directly into its product mix. And for more than a decade, the Xplorer Maps line has played a key role in helping tell that story. A NATURAL FIT

Bailey’s has carried Xplorer Maps products for well over 10 years, with consistent success from the start. “We were really successful at the Xplorer Maps line from the get-go, and it’s just continued,” says Richard Johnson who runs the business with his wife and adult children. The appeal lies in how closely the product aligns with the location. Sanibel is known for its preserved natural habitats, which the community and visitors enjoy. Xplorer Maps artwork captures Sanibel's natural habitats. Photos: Nick Adams SPONSORED ADVERTISEMENT

Xplorer Maps connects people and places through hand-drawn "story maps" that celebrate the heritage and conservation of iconic destinations.

Displays featuring Xplorer Maps products encourage engagement.

“I think the Xplorer Maps line of products represents that thought and that look and feel,” he says. A FULL RANGE OF PRODUCTS

Bailey’s carries nearly the full Xplorer Maps assortment, both in-store and online, with a wide range of products resonating across customer segments.

“The ceramic mugs do real well. The canvas tote bags are just a huge item for us — we’ll order 500 to 1,000 of those at a time.” — RICHARD JOHNSON Top-performing categories include mugs, canvas tote bags and shot glasses. “The ceramic mugs do real well,” Johnson says. “The canvas tote bags are just a huge item for us — we’ll order 500 to 1,000 of those at a time.” Other consistent performers include magnets, dish towels, coasters, playing cards and note cards. “Just about every Xplorer product we carry in our store,” he says. That breadth allows Bailey’s to meet a wide range of customer needs while maintaining a cohesive story throughout the store. THINKING LIKE A RETAILER

Presentation plays a key role in bringing the product to life. Bailey’s uses antique fixtures and creative displays, while encouraging product interaction. “We have an antique dressmaker’s frame, and we drape the blanket over it so it almost looks like a flowing dress,” Johnson says. “It gives people a chance to see the whole thing unfolded, rather than just simply hanging." Beyond product, Johnson points to the strength of the relationship. “The relationship’s always been wonderful,” he says. That support proved especially valuable as the business adapted following Hurricane Ian, pivoting to online sales and reopening in a smaller format. “They were right there to help us get our inventory back in place and be able to offer the Xplorer Maps line of products to our customers,” Johnson says. “I've never had a challenge." For Johnson, what ultimately sets the brand apart is, “They think like a retailer,” he says. That perspective shapes everything from product development to logistics — and ensures “their success depends on my success,” he explains. n SPONSORED ADVERTISEMENT

Co-founded by Greg Robitaille and worldrenowned artist Chris Robitaille, the Missoula, Montana-based company creates intricately detailed renderings that pay homage to early cartographers. Every line and icon is original, designed to foster deep connections to national parks, states, and landmarks. Xplorer Maps uses eco-friendly materials, including soy-based inks and 50% postconsumer paper. Beyond wall art, their illustrations are featured on jigsaw puzzles, apparel, and home decor. A portion of every purchase supports conservation and community stewardship worldwide. www.xplorermaps.com info@xplorermaps.com 406-830-1001

BEHIND THE BUY: ZOOLOGEE | GULFARIUM MARINE ADVENTURE PARK

PLUSH MAKES A SPLASH Zoologee’s wide assortment, custom designs and responsive service help Gulfarium Marine Adventure Park capitalize on booming plush sales.

ulfarium Marine Adventure Park near Destin, Florida, recently repositioned its gift shop to put more emphasis on toys and children’s merchandise, with plush now occupying prime real estate at the front of the store. Zoologee, Gulfarium’s primary plush supplier, plays a major role in filling those displays with animals that reflect the marine life guests encounter during their visit. The strategy reflects Retail and Reservations Manager Melissa Johnson’s desire to connect young visitors with the animals they see and learn about. “We want them to be filled with wonder whenever they walk in here, and we want them to remember all the wonderful things they saw and they learned,” Johnson says. The change is also delivering results. Overall retail sales are up 23% year to date, while plush sales are 40% higher than the previous year. “Before they were kind of hidden away in the back,” Johnson says. “We’ve made plush front and center, and it has just blown up.”

A STORE FULL OF STUFFIES

Zoologee offers an assortment that closely mirrors the animals guests encounter at the park. Manatees have become particularly important since Gulfarium Zoologee sales are booming at Gulfarium. Photos: John & Natalie McCain SPONSORED ADVERTISEMENT

Plush featuring the Gulfarium name and logo adds a memorable touch.

was approved to house rescued manatees that cannot be released back into the wild. Dolphins and sea lions are also strong sellers, reflecting two of the park’s major animal presentations.

“We love their products, and we’re very happy, very fortunate to have such a good working relationship with them.”— MELISSA JOHNSON Zoologee’s assortment extends from realistic plush to more whimsical designs and oversized animals. Plush purses, which include a small stuffed animal inside, are another customer favorite. “They really do have something for everyone in those lines, and we see grown people walking out with new, very best friends when they come here,” Johnson says. “Who doesn’t love a good plush?” GETTING IT JUST RIGHT

Gulfarium’s relationship with Zoologee goes back many years, with buyer Morgan Hurd playing a central role in building the assortment. That relationship extends into custom development. Gulfarium orders thousands at a time of some signature logoed plush, and Zoologee recently worked with the team to develop a custom manatee plush. “They went through many iterations of it with us,” Johnson says. “They were willing to listen to our feedback and keep trying until we felt like we got it just right.” Responsiveness is equally important when an unexpected surge in sales leaves the gift shop scrambling for inventory. “We pick up the phone and say we are really in a bad situation, we need more of this, and they’ll find a way to get it to us,” Johnson says. “They’ve been awesome helping us meet our sales goals.” With Gulfarium now seeing as many as 2,000 visitors a day during peak season, maintaining that flexibility has become increasingly important. Previous ordering projections simply aren’t keeping pace with the store’s new plush sales. For Johnson, that makes Zoologee an important partner as the retail operation continues building on its new direction. “We love their products, and we’re very happy, very fortunate to have such a good working relationship with them,” she says. n SPONSORED ADVERTISEMENT

Formerly known as The Petting Zoo, Zoologee’s new name reflects the family-run company’s evolution since 1994 and its growing commitment to wildlife, wonder and imaginative play. Zoologee is more than just a name change, it is the transformation of an engaging, story-driven brand that creates meaningful connections to the natural world. Serving zoos, aquariums, parks, resorts and retailers worldwide, Zoologee continues to to prioritize quality, creativity and sustainability, transforming recycled materials into planet-friendly products. With a fresh identity and the same passion for bringing animals to life, Zoologee is embracing its next chapter while staying true to its roots. www.zoologee.com cs@zoologee.com 888-867-4059

C O V E R S T O RY

Heather Cole, a co-owner of Pawleys Island Mercantile, fills the store with coastal apparel and plenty of name-drop keepsakes. Photographer: Michele Coleman 40 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

www.seasideretailer.com

C O V E R S T O RY

SWEET

Pawleys Island Mercantile has grown from a nostalgic candy shop into a coastal shopping destination where popular brands and family traditions drive repeat business.

Success

eather Cole and her sister, Tracy Summer, had talked about opening a business together for years. Maybe a tea room. Perhaps a gift shop. At the time, Cole was living in northern Virginia, worn down by the Washington, D.C., corporate grind. Summer was raising two young children in Pawleys Island, South Carolina, when she called with another idea: an old-fashioned candy store. The sisters found a promising location. Then reality set in. Could they really make a living selling candy? “We were a little apprehensive at times because we weren’t certain that a candy store would be profitable enough for two salaries,” Summer recalls. They nearly abandoned the plan. But then Heather got a call from their brother, Chris Conner. He reminded her that corporate America would always be there. But the opportunity to work for herself, build something with family and become part of a community was worth taking a chance on. Her brother spent an hour giving her a pep talk with all of the benefits. After that, “I called Tracy and she said, ‘Let’s go for it,’” she says. As for Summer? “I’m in!” On Black Friday in November 2005, The Candy Cot-

STORY BY KRISTEN HAMPSHIRE

tage opened in The Hammock Shops Village, a historic Pawleys Island shopping destination known for its brick paths, towering trees and handwoven rope hammocks. More than two decades later, that little candy store has grown into Pawleys Island Mercantile, Home of The Candy Cottage, a multiroom coastal retailer offering apparel, footwear, gifts, toys, jewelry and old-fashioned sweets. Cole and Summer now operate the business with Cole's husband, Carper Cole, who oversees much of the mercantile side. And once they committed to the dream, Heather Cole says, there was no turning back. “Honestly, we were so blindly confident,” she says. “Failure wasn’t an option.”

Pawleys Island Mercantile, located in The Hammock Shops Village, features a distinct, old-fashioned atmosphere. www.seasideretailer.com

NOVEMBER-DECEMBER 2026 SEASIDE RETAILER 41

C O V E R S T O RY

Customers can shop for Laura Park brand accessories as well as vibrant Pimp Shrimp Clothing Co. coozies and Sand Cloud towels for the beach.

AN APPETITE FOR MORE

Before The Candy Cottage, neither of the sisters had worked in retail. But Cole brought experience managing people and customer service operations, and Summer had worked as a flight attendant and operated a creative design business. About two years after opening, a larger space became available in The Hammock Shops Village. The former general store had been an anchor of the shopping complex, and the family saw an opportunity to expand beyond candy. Carper, who had been helping at The Candy Cottage while he and Cole were dating, joined the

business. His background included managing minor league baseball teams, and he’d considered opening an outdoor retail store. Together, the three envisioned a general store with something for everyone. The Candy Cottage already had a following, so they preserved the name in the expanded business:

MIX AND MATCH

When Pawleys Island Mercantile expanded, the family recognized a gap in the surrounding retail market. There were plenty of shops catering to women, but few offering a

“Honestly, we were so blindly confident. Failure wasn’t an option.” — HEATHER COLE Pawleys Island Mercantile, Home of The Candy Cottage. Today, the connected spaces occupy approximately 4,500 square feet, with separate entrances and registers but a shopping experience that flows between them. Wide-plank floors, exposed beams, brick flooring and repurposed architectural materials add to the old-fashioned atmosphere. Kids can find coloring books and pencils for their travels.

42 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

The building’s distinct rooms invite customers to wander and discover what’s around the next corner.

substantial selection of men’s apparel, footwear and accessories. So, they leaned into menswear. Southern Tide was one of the first brands they embraced. As the line expanded, the mercantile grew with it. “We started out with five polos and now it takes up a large percentage of floor space in our main room,” Cole says. Duck Head is another strong men’s line. Local Boy, Southern Marsh, Huk, Kühl and Salt Life contribute to an assortment grounded in the coastal lifestyle. www.seasideretailer.com

C O V E R S T O RY

reinforced the value of instinct. “You have to trust your gut,” he says. ROOM TO DISCOVER

With merchandise spread across several connected rooms, merchandising at Pawleys Island Mercantile requires careful planning. The front room features smaller souvenirs, including stickers, magnets, drinkware and accessories, where shoppers can browse on their

floor space, while Joy Susan and Pretty Simple contribute purses, totes and accessories. Coastal artwork, wooden signs, cocktail napkins, coasters and greeting cards from lines such as Pumpernickel Press round out the gift selection. Fragrance and bath products add another layer of discovery. Inis is the store’s leading fragrance line, complemented by Lollia, California Mango and Formulary 55.

“It’s so nice to hear that our store is their favorite, they always find something to purchase or it’s like a trip down memory lane.” — TRACY SUMMER

The Candy Cottage features buckets of candy and trays of sweet treats.

And while menswear helped distinguish the store, women’s apparel has become an increasingly important category. Spartina has been a longtime favorite. But for all the growth in apparel and footwear, the store’s most dependable category remains remarkably simple: Pawleys Island T-shirts. Name-drop apparel has been a staple since the beginning. Comfort Colors and Pacific Creations are among the suppliers helping the store deliver quality designs. At the same time, the family balances recognizable brands with merchandise that reflects Pawleys Island, including its history as one of America’s oldest seaside resorts. And because space is limited, every new line has to earn its place. The three pay attention to what customers buy, listen to sales representatives and watch for trends when traveling. For Carper, experience has 44 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

way in or return for an impulse purchase before leaving. Steamboat Stickers, Pacific Creations and Sticker Cabana supply popular decals, while locally themed jams and honey, including Whole Hive Honey produced by Cole and Tracy’s brother in Boone, North Carolina, add another family connection. Jewelry is a consistent performer, with fashion pieces from Cruz Accessories among the staples. Scout Bags occupy significant

The challenge is fitting an expansive merchandise mix into a building where every room has a distinct character. Sometimes hats are grouped together. Other times, they’re displayed alongside the apparel brands they complement. With such an eclectic assortment, an old store tagline still rings true: “If we don’t have it, you don’t need it.” SWEET TRADITIONS, FAMILY TIES

Nostalgia rules in The Candy Cottage, where glass jars line the walls

Colorful jars of bulk candy remind customers of some of the more classic treats.

www.seasideretailer.com

C O V E R S T O RY

Co-owners Heather Cole (left), Carper Cole (center) and Tracy Summer (right) pose by some popular name-drop T-shirts.

and old-fashioned barrels and farm tables overflow with treats. There’s a taffy hut, a case of truffles and plenty of throwback candy. While average purchases are smaller than on the mercantile side, its value extends well beyond the register. It’s a destination that draws families through the doors, where children who arrive for sweets often discover another temptation: toys. Plush sea turtles, dolphins, sharks and alligators are favorites, with Aurora, Mary Meyer and Bukowski Bears

“If you meet and greet someone and develop a rapport with them and they have a good experience in the store, the rest will take care of itself.” — CARPER COLE among the go-to lines. Turtle Tracks Family offers storybooks and plush, while Maileg’s collectible mice, miniature furniture and whimsical accessories have developed their own following. Behind the merchandise is a family business in which everyone has a hand. All three spend time on the sales floor, and they are familiar faces to customers who return season after season, including locals who stop in regularly. Carper sees those everyday interactions as an advantage independent retailers can offer. “If you meet and greet someone and develop a rapport with them and they have a good experience in the store, the rest will take care of itself.” Summer remembers children who visited The Candy Cottage when it first opened and now return with children of their own. “It’s so nice to hear that our store is their favorite, they always find something to purchase or it’s like a trip down memory lane,” she says. www.seasideretailer.com NOVEMBER-DECEMBER 2026 SEASIDE RETAILER 45

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SURFING WITH IDEAS

Coastal Connections at Surf Expo gave coastal retailers a surge of new ideas to put into action alongside their trade show experience.

wave of fresh ideas and practical retail strategies rolled into Surf Expo as Coastal Connections brought expert-led education to the show experience Sept. 16-18 at the Orange County Convention Center in Orlando, Florida. Coastal retailers gathered for six sessions throughout the three-day event,

and AI applications to high-impact merchandising strategies. With one morning and one afternoon session each day of the show, attendees could conveniently attend the educational programming while still having ample time to explore relevant brands on the expo floor. “Bringing Coastal Connections to Surf Expo gave us an incredible opportunity to reach retailers with

“Every session that I sat in on, there was something that stood out. I appreciated all of them. I think each topic gave us a couple of pointers that we are going to try to pull into our business.” — FORREST KING, CALABASH ART & CURIOS gaining actionable insights and making valuable industry connections to help their businesses thrive. Coastal Connections at Surf Expo sessions covered timely retail topics ranging from inventory planning 46 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

practical education they could take back to their businesses,” says Kristin Ely, executive editor of Seaside Retailer and Coastal Connections program director. “The high level of attendee engagement reinforced

the value of providing educational opportunities at Surf Expo. We are incredibly grateful for the opportunity and appreciate everyone who helped make the event a success, including speakers, sponsors and attendees.” Sarah Wieck, owner of Down the Ocean LLC in North Richland Hills, Texas, says she has attended Coastal Connections in the past and always finds them helpful to her business. “The sessions at Surf Expo were very informative and convenient,” she says, adding that she learned great tips for using AI that she plans to apply in her store. Forrest King, owner of Calabash Art & Curios in Calabash, North Carolina, says he and his wife, Suzy King, attended all six Coastal Connections sessions at Surf Expo and left with fresh ideas they’re excited to www.seasideretailer.com

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A SEAMLESS PARTNERSHIP

Combining Coastal Connections into Surf Expo proved to be valuable to coastal retailers. “These sessions reaffirmed some of what I’m doing right, and it also gave me ideas that I’m going to try for my business,” says Laura Parke of Private Scuba and Snorkel in Palm Springs, Florida. As a session sponsor, Kate Colozzi of Dune Jewelry says she also appreciated having the Coastal Connections sessions conveniently located by the Surf Expo show floor. “We could connect with retailers at our booth while also supporting the sessions. It was a great partnership and really a win-win for us,” Colozzi says. Roy Turner, Surf Expo senior vice president and show director, says education is an important aspect for the Surf Expo experience, and offering Coastal Connections at the show offered added value for attendees. “Bringing Coastal Connections to Surf Expo meant retailers could get quality education without taking additional time away from their stores,” Turner says. “The smartest retailers know that staying informed is essential to staying competitive. The Surf Expo team has always seen Seaside Retailer as a true industry partner, and we look forward to growing this program at future events.” Learn more about Coastal Connections at www.coastalconnections conference.com. www.seasideretailer.com

Vendor connections Coastal Connections also helped attendees connect with relevant vendors through a variety of sponsorships throughCOASTAL out the program. Event sponsors included: Impulse Souvenirs – Platinum SponAT SURF EXPO sor; Wild Republic – Gold

Connections

Sponsor; Inis the Energy of the Sea – Silver Sponsor; and RetailBuzz 365 – Bronze Sponsor. Attendees also enjoyed giveaways awarded by session sponsors throughout the event. Session sponsors included Dune Jewelry, Evelyn & Kate, RetailBuzz 365, Jackie Gallagher Designs, Smart Glass Jewelry and Living in Glass Houses. Kate Colozzi, director of sales and events at Dune Jewelry, says at least 25 coastal retailers visited the brand’s booth at Surf Expo as a result of the Coastal Connections giveaway. “We had a great response! A lot of retailers stopped by to pick up their gifts, and several even came over just to thank us,” says Colozzi. “What was really nice was that many of those visits turned into conversations about Dune.” In addition to the giveaways, the first 100 session attendees received complimentary welcome bags filled with products from leading coastal brands. Welcome bags included products from Art Studio Company, Avery Lane Gifts, Bags by Bruno, Batela, Capsmith Inc., Charles Products Inc., Fancy That Gift & Decor Inc., Florida Glow, GP Originals, Grasshopper’s Mermaid, Impulse Souvenirs, Inis the Energy of the Sea, Melissa Lew, Mother Moose Gifts & Gear, Old World Christmas, Stickers Northwest Inc., The Beach and Back, The Cottonseed Marketplace, The Wilusz Way, Tinte Cosmetics, True Ocean and Wild Republic. “We truly appreciate the sponsors who helped make Coastal Connections at Surf Expo possible,” says Karen Carr, publisher of Breakwall Publishing which produces Coastal Connections. “Their sponsorships and generous contributions to our welcome bags and giveaways added another layer of excitement to the experience and gave retailers a chance to discover some great products and brands along the way.”

PHOTOS: SURF EXPO

put to work in their retail business. “Every session that I sat in on, there was something that stood out. I appreciated all of them,” he says. “I think each topic gave us a couple of pointers that we are going to try to pull into our business.”

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SESSION SNIPPETS

If you missed out on the 2026 Coastal Connections at Surf Expo, here are some key takeaways that were offered in each session. Changing Tides: The New Playbook for Profitable Retail

Dane Cohen, Management One // Sponsor: Dune Jewelry

Crafting the right inventory mix is both an art form and data-focused discipline, and Cohen shared several key strategies to help coastal retailers boost profitability through pricing techniques, category structure and planned markdowns. Cohen walked attendees through several profit levers for independent retailers, such as initial markups and high-margin opportunities. Planned markdowns are also helpful for moving inventory and boosting profit. “A markdown is only a mistake if you didn’t learn from it,” he said. “You can learn a lot of lessons from seeing what didn’t work, and it’s important that we actually remember those lessons.”

How to Ride the AI Wave

Melissa Steadman, Moonbridge Consulting // Sponsor: Evelyn & Kate For independent coastal retailers, applying artificial intelligence tools can be daunting, but Steadman said she has found at least five areas where applying AI in independent retail can dramatically improve and ease operations. Decision fatigue is one major problem many independent coastal retailers face. Steadman said AI can help eliminate some of that fatigue by helping to create priority lists. “This can help you on a weekly or even a daily basis when you are feeling overwhelmed,” she said. “Somehow it just gets it out of your head. It’s like your second brain — it reminds you that the things have to be done in a certain order.”

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www.seasideretailer.com

C O A S TAL C O N N E C T I O N S AT S U R F E X P O

From Invisible to Influential

Jennifer Johnson, The Confident Entrepreneur // Sponsor: RetailBuzz 365 Public relations isn’t something reserved for big box stores — even independent coastal retailers can benefit when they have a strong public relations strategy in mind. Johnson shared both the foundations of building a marketing and PR strategy and tips for developing long-term marketing relationships. Coastal retailers shouldn’t be afraid to connect with media, either. Johnson said becoming a thought leader for the media can be a quick way to boost your brand’s visibility. “You can bet your bottom dollar if you give that media person exactly what they needed, they are going to come back to you every single time they have a question,” she said.

Be the Captain of Your Inventory Ship

Ciara Stockeland, The Inventory Genius // Sponsor: Jackie Gallagher Designs Having overstocked shelves can sink your sales. Stockeland shared that she knows this from experience — she built a seven-figure boutique business but ended up overloading on stock that wouldn’t move. “I think most of our inventory struggles come down to buying with gut feeling instead of a plan and not knowing how much cash is actually tied up in stock,” she said. Stockeland walked attendees through how to improve their financials. Understanding financials and developing a strong balance sheet is a good first step to inventory planning. She said, “If you have a strong balance sheet and your business is healthy, you can weather any storm.”

Anchored for Success: Building Systems that Work Kathy Cruz, Savvy Shopkeeper // Sponsor: Smart Glass Jewelry

For coastal retailers, informal systems might work in the short term. But eventually, informal systems can cause problems for your store. “Running on vibes instead of systems can cost you up to 30% in revenue,” said Cruz, who discussed the importance of building strong, well-documented systems for your retail business. She noted that systems are very important in providing employees with consistent training year after year. There are different formats for training — a printed checklist, a video tutorial, an audio recording, a diagram — but Cruz said retailers need to pick one that would be the easiest for their teams to use.

Making Waves on Your Sales Floor

Michael Hale, Retail REHAB // Sponsor: Living in Glass Houses Space can be a big constraint for coastal retailers trying to improve their merchandising strategy, but Hale offered some practical tips and tricks to help stores transform every inch of their sales floor. Hale highlighted these tips by transforming a simple fixture with four different colored T-shirts faced out into a more vibrant setup with accessories, signage and bust forms on display. Adding in some extra shelves made ample room for a bust form, caps and other accessories. “You can do a lot with the same square footage,” Hale explained. “It doesn’t take being a merchandising genius. Instead of slapping on face outs, look at your fixtures differently to see what you can add to the mix.”

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S T Y L E T R E N D : N AM E D R O P AN D C U S T O M

STORY BY KRISTEN HAMPSHIRE

From embroidered turtles to movie-inspired merchandise, coastal retailers share what makes name-drop and custom souvenirs sell.

Drop it like it’s

hree little embroidered turtles. Two words: Topsail Island. This combination is a winning name-drop design that John and Claire Noto have been offering on T-shirts at Topsail Island Trading Co. in Surf City, North Carolina for more than 20 years. “We sell it to all ages,” says Claire. “Everyone loves the embroidery.” The design features three small sea turtles across the center chest, with Topsail Island underneath. And the motif has made its way onto 52 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

HOT

hats and sweatshirts, proving that a simple, recognizable design can have staying power. From destination tees and embroidered outerwear to mugs, magnets and Christmas ornaments, custom merchandise is a cornerstone of the seaside retail business. It gives visitors a way to show where they’ve been, celebrate what they’ve experienced and take a little piece of the destination home. For retailers, the opportunities are as varied as the destinations themselves. Take Cannon Beach Clothing

Company in Oregon, where owner Nate Sloan experiences the appeal of name drop every day. “Cannon Beach is a really special place, and people are looking for something to remember their trip by,” Sloan says. A SENSE OF PLACE

Up to 90% of Sloan’s inventory is apparel, and most everything carries the Cannon Beach name. T-shirts and sweatshirts lead the assortment, Both the Topsail Island name drop and turtles perform well on mugs, stickers and more at Topsail Island Trading Co.

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S T Y L E T R E N D : N AM E D R O P AN D C U S T O M

The Topsail Island name drop works well on ornaments, T-shirts and more at Topsail Island Trading Co.

followed by mugs, stickers, magnets, keychains and pins. Sloan balances classic Northwest graphics with designs that speak more directly to Cannon Beach.

turtles are perennial favorites. Sharks and starfish are also top sellers. The Notos have learned that more imagery and crowded designs can be too distracting. “A mug with one or

HOT TREND #1: Pair popular sea life with name drop on items like mugs and T-shirts. Less is more though, don't overcrowd the item with multiple icons. Stick to one or two. — CLAIRE NOTO, TOPSAIL ISLAND TRADING CO. Sometimes, the strongest connection to place comes from something beyond the scenery: The Goonies. The 1985 movie was filmed along the northern Oregon coast, and Cannon Beach remains a destination for fans who want to see familiar locations firsthand. Sloan carries licensed merchandise such as T-shirts, sweatshirts, stickers and magnets. “They see the rock and the beach and put it all together,” says Sloan, always happy to discuss film highlights and did-you-know trivia with visitors. “Parents come in with their kids, and we end up in conversations like this at least five times a day.” At Topsail Island Trading Co., familiar coastal imagery rules. Sea 54 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

two icons will sell better than a mug with a whole motif,” Claire notices. The store features ceramic mugs from Cape Shore, American Gift Corp. and Souvenir Source. At the $11 to $12 price point, a drip-glaze mug with an understated icon like a sand dollar and the Topsail Island name is a reliable go-to. And simple doesn’t mean bland. As John says, “Fun. That’s our vibe here — we keep it upbeat!”

retro-inspired graphics, including small embroidered icons, stripes and understated destination lettering. The traditional full-back design with a left-chest graphic still sells, but simpler styles are also gaining momentum. The Notos source name-drop T-shirts from vendors including Lakeshirts, Artforms and Out of Hand Graphics. Claire says the shop’s bread-and-butter apparel remains basic cotton tees like Comfort Colors and other washed styles. “We do carry some women’s cut T-shirts in V-neck or scoop-neck

KEEP IT SIMPLE, SWITCH IT UP

At Topsail Island Trading Company, John also sees growing interest in A table shows off name-drop hoodies and gifts at Cannon Beach Clothing Co. www.seasideretailer.com

STYLE TREND

Sustainable bags with the Virginia Aquarium logo are popular with regular visitors to the store.

styles, but we usually stick with the basic unisex tee,” Claire says. Blues are especially popular, along with navy and softer shades such as butter yellow. The same understated approach carries over to headwear. Embroidered dad

HOT TREND #2: Capture the character of a destination with name-drop merchandise inspired by famous film locations, local lore and recognizable landmarks. — NATE SLOAN, CANNON BEACH CLOTHING CO. hats in denim, khaki, blue and other subdued colors are dependable sellers. At the Virginia Aquarium & Marine Science Center in Virginia Beach, Virginia, Retail Store Manager Vicki Krauter has a different strategy for moving apparel. The aquarium’s two stores serve tourists, local visitors and a large membership base. While travelers may be satisfied with a souvenir from their first visit, repeat customers need something new to discover. “You’ve got to switch out the apparel,” she says. She works with vendor artists, including Wild West Shirts, to introduce new designs annually. Krauter has also learned not to underestimate customers’ willingness to spend more for something distinctive, such as outerwear embroidered with the aquarium name drop. Sweatpants and pajama pants, including styles from Brief Insanity, have also performed well. “We tested them out and were surprised,” says Krauter. Another priority is size availability. “If we have the larger size options available, this gives shoppers a chance to find something that fits,” she says. 56 SEASIDE RETAILER NOVEMBER-DECEMBER 2026 www.seasideretailer.com

S T Y L E T R E N D : N AM E D R O P AN D C U S T O M

BEYOND THE T-SHIRT

For the Notos, name-drop merchandise accounts for as much as half of their store’s assortment. Christmas ornaments sell year-round, partic-

egory. The Notos buy from eight or nine vendors, stocking acrylic, metal and layered-wood designs, along with magnets featuring tiny jars of sand. “And they all sell,” Claire says.

HOT TREND 3: Work with artist vendors to create distinctive merchandise and change it out frequently, particularly if you are an attraction that receives members and repeat visitors throughout the year. — VICKI KRAUTER, VIRGINIA AQUARIUM ularly playful nautical designs featuring everything from Santa in a boat to familiar coastal creatures. The shop also carries clay ornaments from local maker Teal Turtle Studios that incorporate sand from Topsail Island. Magnets are another major cat-

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The variety is deliberate. “If it’s a great price point and it’s something that looks really good, we’ll buy it,” says John. But custom merchandise can require significant minimum orders. “We may buy 200 name-drop magnets at a time, but we have two store

locations so if it takes a couple years to move them, they won’t go bad,” John relates. “They’re not a fad item.” Stickers require a different strategy. After stocking traditional vinyl decals and newer textured, matte-finish versions, the Notos found themselves with more styles than they needed. This year, they’re pulling back and evaluating which designs deserve replenishment. “When you have to buy a minimum of 50 stickers per design, if one style is a flop, you’re stuck with a lot of stickers,” Claire says. The Notos are also looking for more name-drop picture frames, a category they believe has potential. They’ve found options from American Gift Corp. and Barry-Owen Co. but hope to stock more choices.

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STYLE TREND

Sea-themed plush wear name-drop shirts at the Virginia Aquarium store.

The bottom line: maximizing name drop gifts increases bag size. “Name drop is No. 1,” John says. MAKE IT YOUR OWN

Once the products arrive, presentation helps turn custom merchandise into sales. At Topsail Island Trading Co., T-shirts are displayed in glass cubes, while mugs are grouped in a dedicated section with shelves and peg displays. Magnets appear in several locations throughout the store, giving shoppers more than one opportunity to discover them. Merchandise at the Virginia Aquarium usually reflects the animals that visitors have just encountered. Sea turtles and sharks are among the most popular themes, along with rays and harbor seals. Krauter works with vendors to develop designs that connect those experiences to the gift shop. She’s also learned to be selective about where to feature the aquarium’s name. Today, Krauter focuses namedrop efforts on categories where the destination connection matters most, while allowing other designs to stand on their own. The balance gives customers more ways to shop the aquarium experience. She says, “You name drop your cups and your mugs, your keychains, your magnets, and naturally we do all of our apparel.” NOVEMBER-DECEMBER 2026 SEASIDE RETAILER 59

PRODUCT TREND: KIDS

LITTLE WAVES,

BIG TRENDS

From interactive plush and ocean-inspired accessories to sustainable apparel and water-play essentials, these kids’ product trends are making a splash with coastal retailers.

STORY BY KRISTIN ELY

rom cuddly sea turtles and interactive storybooks to colorful swim goggles and ocean-inspired apparel and accessories, today’s children’s merchandise offers more than a vacation keepsake. Parents and grandparents are looking for products that combine fun with quality, practicality and lasting value, while children gravitate toward playful designs that reflect their favorite coastal creatures and experiences. For the upcoming season, retailers can count on continued interest in sustainable materials, educational products, elevated apparel and accessories that allow children to express their personalities.

LEARNING THROUGH PLAY

Sea turtles, dolphins and other marine creatures have long been popular subjects for children’s coastal souvenirs. Today, ocean-inspired toys are also encouraging curiosity, imaginative play and an appreciation for the natural world. At Turtle Tracks Family, illustrated children’s books are paired with matching plush animals, including sea turtles, manatees, dolphins and pelicans, to encourage learning through play.

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www.seasideretailer.com

P R O D U C T T R E N D: K I D S

Joy Carter, sales and marketing director, says the company’s four sea turtle collections are particularly popular with coastal retailers. The complementary products encourage multiple purchases, while interactive features, such as puppet pockets in the larger plush turtles, allow children to bring the stories to life. “Books sell toys and toys sell books,” Carter says. New for December are Mini Gulp pelican and Mini Luna turtle, smaller versions of popular plush characters from the company’s Loggerhead Life storybook. Call For The Wild also combines interactive play with marine conservation through products such as its Wild Hatchlings Sea Turtle Eggs. Each compostable, glow-in-the-dark

www.seasideretailer.com

egg contains a plush baby sea turtle and information about the species. “The trend of toys having a meaning and being reflective of the experience a family is having together while on a coastal vacation is real,” says CEO and Executive Director Billy Campisciano. Turtle Tracks products, which include storybooks and The company is plush characters, encourage multiple sales. expanding its Wild Hatchlings collection to include 10 zles. Scramble Squares’ nine-piece bird and reptile species and offers brainteaser puzzles feature sharks, interactive Rescue Wild Heart plush dolphins, sea turtles, seahorses and that children can register to receive tropical fish among other designs. a rescue certificate and learn about Kathie Gavin, president and wildlife conservation. CEO, says the company’s nine-piece Coastal retailers can also offer brainteaser puzzles are popular with screen-free entertainment with puzcoastal retailers because they’re com-

NOVEMBER-DECEMBER 2026 SEASIDE RETAILER 61

PRODUCT TREND: KIDS

Zoologee’s lifelike sea life plush is popular with coastal customers, while Haven’s eco-friendly sea-themed accessories are also a hit.

pact, easy to display and packaged in resealable vinyl pouches. “Sharks and sea turtles are the favored puzzles for the nautical crowd,” Gavin notes. PLUSH WITH PERSONALITY

Ocean-themed plush remains a strong category for coastal retailers. Lori Lizewski, sales representative for Zoologee, says turtles are among the company’s bestselling products in coastal locations. Its Earth Keeperz Sealife collection features eco-friendly aquatic plush made with recycled materials.

Wild Republic offers a plethora of plush and ocean-inspired toys.

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“The species of turtles in our assortment is broad; we have them all!” she says. “This gives children and families the opportunity to discover and enjoy a wide variety of turtles.” Wild Republic is seeing strong demand for realistic aquatic plush, particularly its Cuddlekins collection, which features more than 45 aquatic styles made from recycled water bottles. Jacki Sorvillo, vice president of global marketing, says the company’s smaller Flipkins plush are also popular for their affordable price point and interactive appeal. Wild Republic also offers ocean-inspired toys such as Nature Tubes featuring Sharks, Ocean Family and Mermaids collections, along with its 12-piece Ocean Bucket. Its Coast Hippie Rescue Kits combine play with ocean conservation education. New for 2027 are Squadkins, collectible squishy plush characters, and Hiding Habitats, an eco-friendly take on the blind-box trend. “We expect realistic plush to remain strong, along with toys that offer more, especially sensory and interactive play,” Sorvillo says. She

adds that affordability and quality will continue to influence purchasing decisions. ACCESSORIES MAKE A SPLASH

Wearable merchandise was trending at the recently concluded Las Vegas Souvenir & Resort Gift Show. Fiesta Toy even gave attendees the opportunity to create their own plush headbands in the company’s booth, while staff also sported them. Zoologee is also seeing this trend. “Wearables are currently dominating the market! Products that intersect fashion, collectible and toys,” Lizewski says. Zoologee’s assortment includes sea life purses, bags, hats and plush bracelets, allowing retailers to extend popular marine themes beyond traditional toys. Haven’s eco-friendly, oceanthemed hair clips are its current top sellers for kids. Mini octopus, whale, reef fish and seahorse designs are particularly popular with coastal retailers, offering young shoppers a playful way to show off their favorite marine creatures. “I think the trend is steadily www.seasideretailer.com

PRODUCT TREND: KIDS

heading towards more eco-friendly products,” Haven owner Letty Nowak says. “Parents want the organic and natural materials for their little ones.” COASTAL COMFORT AND STYLE

Children’s coastal apparel is evolving, with an emphasis on premium

L'ovedbaby's Moonstone Whale jogger set is made with 100% organic cotton.

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materials, coordinated collections and designs that balance playful imagery with an elevated appearance. L’ovedbaby’s Coastal Crew collection features six hand-drawn coastal animal prints in soft, stretchy interlock garments such as footies and rompers, along with coordinating organic fleece sweatshirts and rompers. The company’s Harbor & Reef collection features seaside prints and coordinating organic terry towel garments. Products are made with Global Organic Textile Standard (GOTS)-certified organic cotton. Founder and owner Sharon Oved looks ahead to 2027. “I think the trend will shift toward a more premium look and feel — bright and fun, but not kitschy,” she says.

Call For The Wild’s Sea Turtle Hatchlings are compostable and educational.

READY FOR WATER ADVENTURES

Ashley Carson, owner and CEO of Splash Swim Goggles, says swim goggles, youth swim masks and dive toys are popular with coastal retailers. The company’s patented strap design prevents hair pulling, while colorful prints add a playful touch to practical water accessories.

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P R O D U C T T R E N D: K I D S

“The bright colors and prints also help you keep a better eye on kiddos in the water,” Carson says. Splash Swim Goggles recently introduced a new style of youth swim goggles designed for children ages 3 to 8-plus. The goggles feature larger eye coverings for improved comfort and underwater visibility, while the patented strap makes them easy for children to put on independently. LASTING MEMORIES

Products that combine playful designs with quality, functionality and lasting appeal help families bring a little of their beach adventures home. Offering a thoughtful mix of these products can turn a simple purchase into something children will enjoy long after their vacation ends.

www.seasideretailer.com

‘Seal’ing in the experience At The Marine Mammal Center store in Sausalito, California, guests smile at the “seal-barrow” display full of seal plushies. “It’s fun, and it’s similar to what we actually use for moving and weighing seals, but we have plush in it,” Retail and The Marine Mammal Center’s Marketing Operations Manager Michelle “seal-barrow” display features adorable seal plush. Honath explains. The store’s No. 1 seller is the Adopt-A-Seal rescue crate. “We partnered with Call For The Wild on that,” says Honath. “They developed the plush, and we created a custom cardboard crate that says ‘Adopt-A-Seal’ on it and our logo. It’s a really cute way for kids to feel like they’re taking an animal home.” Honath adds that the give-back nature of Adopt-A-Seal kits appeals to many customers. “People feel they make a bigger difference by symbolically adopting an animal. People connect with that story,” she says. – Megan Smalley

NOVEMBER-DECEMBER 2026 SEASIDE RETAILER 65

C O A S TAL C O N N E C T I O N S S E S S I O N C O V E R A G E

STORY BY KRISTIN ELY

Inventory expert Ciara Stockeland shares how coastal retailers can improve cash flow, make smarter purchasing decisions and build more profitable businesses.

Take control of your

INVENTORY SHIP more profitable businesses. Stockeland opened her session by asking attendees whether they had ever run out of a bestseller at the worst possible time or found themselves with too much inventory tying up valuable cash. Both situations, she explained, often stem from the same problem: failing to understand the relationship between inventory and profitability.

“The problem really isn’t your products; it’s understanding how inventory and cash work together.” — Ciara Stockeland Stockeland, founder of Inventory Genius, shared strategies for helping retailers take control of their inventory, protect their cash and build 66 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

“The problem really isn’t your products; it’s understanding how inventory and cash work together,” she said.

PROFIT COMES FIRST

Drawing from her own experiences as a retail entrepreneur, Stockeland explained how she learned the importance of managing inventory and cash flow after building a successful retail business that ultimately failed. One of her biggest lessons was that strong sales don’t necessarily translate into a healthy bottom line. “Revenue is not profit,” Stockeland emphasized. Rather than setting arbitrary sales goals and purchasing merchandise to meet them, Stockeland encouraged retailers to begin with a profit plan that accounts for operating expenses, owner compensation, debt payments and desired profitability. www.seasideretailer.com

or retailers, having the right merchandise on the shelves is essential to making sales. But knowing how much to buy, when to buy it and how those purchases affect profitability can make all the difference between a thriving business and one struggling with cash flow. During Coastal Connections at Surf Expo in September, Ciara

C O A S TAL C O N N E C T I O N S S E S S I O N C O V E R A G E

Ciara Stockeland is the founder of Inventory Genius, a consulting program designed to help inventory-based business owners increase profitability and cash flow with clarity and confidence. A sought-after speaker and author of Inventory Genius and Profit Genius, she equips retailers and wholesalers with practical financial strategies that drive measurable results. A serial entrepreneur, she has built, franchised and sold multiple businesses. She has testified before two U.S. Senate committees and represented small businesses at White House economic summits.

Understanding gross margin is equally important. Stockeland explained that retailers often confuse markup with margin, even though the two figures tell different stories about how much money a business actually retains. “Margin is the lifeblood. It’s your

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secret weapon, and you have to figure that out,” she said. She also encouraged retailers to become more familiar with their financial statements. While a profitand-loss statement provides a look at what has already happened in a business, the balance sheet offers

insight into its current financial position, including inventory assets and liabilities. Together, these tools can help retailers establish realistic sales goals and make more informed purchasing decisions. A SMARTER WAY TO BUY

With a profit plan in place, retailers can create an open-to-buy plan that establishes how much inventory they can purchase based on projected sales, existing inventory and desired stock levels. Stockeland explained that an effective open-to-buy plan helps eliminate emotional purchasing decisions, prevents excess inventory and reduces the pressure to generate sales simply to cover upcoming bills. She also encouraged retailers to

www.seasideretailer.com

C O A S TAL C O N N E C T I O N S S E S S I O N C O V E R A G E

evaluate their merchandise categories based on inventory turnover and gross margin. Products that sell quickly and generate strong margins deserve

cash available to purchase inventory. Stockeland recommended establishing a dedicated checking account for inventory purchases and regularly transferring the cost of goods sold

Stockeland emphasized that retailers should view inventory management as part of a larger financial strategy rather than simply a matter of keeping shelves stocked. greater attention. Slow-moving merchandise that consistently requires markdowns may be taking up valuable space and cash. “Keep inventory moving and convert merchandise back into cash as efficiently as possible,” she said. PROTECT PURCHASING POWER

Even with an open-to-buy plan, retailers need to ensure they have the

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into that account which is only used for replenishing merchandise. She compared the dedicated inventory account and open-to-buy plan to bumpers on a bowling lane. One controls how much merchandise a retailer should purchase, while the other ensures the money is available to make those purchases. Together, they help protect profitability and reduce dependence on

credit cards and loans. For retailers interested in a more comprehensive cash management system, Stockeland recommended maintaining separate accounts for general operating funds, inventory, profit, taxes and owner compensation when applicable. Ultimately, Stockeland emphasized that retailers should view inventory management as part of a larger financial strategy rather than simply a matter of keeping shelves stocked. By understanding their numbers, establishing realistic profit goals and aligning inventory purchases with available cash, retailers can make more confident decisions and build businesses that reward hard work.

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E V E N T S C AL E N DAR

SA VE

DA TE

Jan. 31 – Feb. 2 NY NOW New York www.nynow.com Jan. 31 – Feb. 2 Philadelphia Gift Show Oaks, Pennsylvania www.philadelphia giftshow.com

FEBRUARY 2027

DEC. 6-9

Feb. 2-5 Atlanta Apparel Atlanta www.atlanta-apparel.com

Dec. 4-6 GTS Greensboro Expo Greensboro, North Carolina www.gtshows.com Dec. 6-9 Grand Strand Gift & Resort Merchandise Show Myrtle Beach, South Carolina www.grandstrandgift show.com

JANUARY 2027 Jan. 6-8 Surf Expo Orlando, Florida www.surfexpo.com Jan. 6-12 Dallas Total Home & Gift Market Dallas www.dallasmarket center.com

Jan. 17-20 Minneapolis Mart Minnetonka, Minnesota www.mplsmart.com Jan. 18-22 Seattle Market Week Seattle www.seattlemart.com Jan. 19-22 Dallas Apparel & Accessories Market Dallas www.dallasmarket center.com

Feb. 23-26 Rocky Mountain Apparel Gift & Resort Show Denver www.rockymountain show.com Feb. 24-28 Las Vegas Apparel Las Vegas www.lasvegasapparel.com

Jan. 21-23 Impressions Expo Long Beach, California www.longbeach. impressionsexpo.com Jan. 24-28 Las Vegas Market Las Vegas www.lasvegasmarket.com

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March 8-10 CMC LA Market Week Los Angeles www.californiamarket center.com March 13-15 New England Made Giftware & Specialty Food Shows Portland, Maine www.nemadeshows.com March 16-19 Dallas Apparel & Accessories + Gift & Home Market Dallas www.dallasmarket center.com

DA TE

DECEMBER

Jan. 12-17 Atlanta Market Atlanta www.atlantamarket.com

Feb. 15-17 Womenswear in Nevada Las Vegas www.wwinshow.com

March 7-8 Cape Cod & Islands Gift Show Falmouth, Massachusetts www.ccgiftshow.com

Nov. 15-17 Ocean City Gift Show Ocean City, Maryland www.oceancitygift show.com

Jan. 11-12 Northstar Fashion Exhibitors St. Paul, Minnesota www.northstar fashion.com

March 2-4 Great Lakes Gift Show Kalamazoo, Michigan www.greatlakesgift show.com

NOVEMBER

Feb. 7-9 Shoppe Object New York www.shoppeobject.com

March 2-4 ASD Marketweek Las Vegas www.asdonline.com

SA VE

Grand Strand Gift & Resort Merchandise Show

MARCH 2027

JAN. 6-8

Surf Expo

www.seasideretailer.com

EVENTS COVERAGE

Surf Expo focuses on new product and education at September show

Surf Expo continued the celebrations for its 50th year in business with a September trade show focused on three things: new products, education and community. The Sept. 16-18 event featured over 600 exhibiting brands and buyer attendance up 7% year over year. “We had a strong showing of Caribbean buyers, and exhibitors consistently told us the buyers were high quality and actively writing orders,” says Roy Turner, Surf Expo senior vice president and show director. Education was a big theme for the show, as Surf Expo partnered with Breakwall Publishing to feature six Coastal Connections educational sessions throughout the event in addition to speakers featured on the show’s main stage. “The speakers and content were more focused and actionable than ever,” he says. The Surf Expo show floor featured a wide range of new products for coastal retailers. Turner says the show welcomed several major dive brands positioning “underwater” as a growing category for the show, driven by the growth in the outdoor and active buyer segment. Gift & Souvenir also remained a large part of the show’s mix, with relevant coastal gifts for retail buyers. “I always enjoy coming to Surf Expo,” Sarah Wieck, owner of Down the Ocean LLC in North Richland Hills, Texas, says. “In the few years I have been attending, the selection of boutique offerings has expanded, which makes it great to source new products.” Turner notes that some apparel styles stood out throughout the show. In the Surf category, longer board shorts with a strong ’90s influence are trending, while in the Boutique, category, new performance designers are bringing more golf-inspired styles into the mix. “We’re also seeing an uptick in premium children’s apparel, a category every retailer should keep an eye on,” he says. Networking was also a big component to the show. Turner says an industry party at the retro-style upscale entertainment venue KINGs sponsored by Lightspeed brought together buyers and brands from Resort, Swim, Boutique, Outdoor and Surf. “We worked hard to give retailers and brands plenty of ways to connect beyond the booth, and our show app made it easy to share information and keep conversations going after the show,” says Turner. “Between fashion shows, happy hours, ample lounge space, industry parties and movie premiers, there was always something happening.” The show also launched Tidal Reach as a new content creator program, encouraging over 50 content creators to highlight new brands and products available at the show across social media. Surf Expo returns to the Orange County Convention Center Jan. 6-8, 2027, and the 2027 September event will return to a slightly earlier time frame, Sept. 9-11, 2027. Turner says he hopes the upcoming shows will provide retailers with opportunities to find new products and new ideas. 74 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

Seaside Retailer honors Starfish Award winners at Surf Expo

During Surf Expo, Seaside Retailer magazine recognized its past Starfish Award winners and the impact they have had on their communities. Seaside Retailer Executive Editor Kristin Ely shared that since the awards launched in 2020 more than 38 coastal retailers have received the award. Ely and Seaside Retailer Associate Editor Megan Smalley presented past Starfish Award Winner William Hill, retail store manager at The Margaritaville Store in Kissimmee, Florida, with an award. Hill shared his team’s story of giving back to Give Kids The World, a nonprofit resort in Kissimmee that treats critically ill children and their families to a free week-long vacation. Jennifer Willison of Give Kids The World joined Hill on stage. Hill added that the resort expects to raise $3,800 for the organization in 2026. One Starfish Award winner is featured in each issue of the magazine. Nominations can be made at www.seaside retailer.com/starfish-award.

Seaside Retailer presented an award to William Hill (center) of the Margaritaville Store.

www.seasideretailer.com

EVENTS COVERAGE

Informa acquires Clarion Events to grow its events segment Informa, an international B2B live events group, has acquired Clarion Events from The Blackstone Group, the company’s private equity owner. Clarion Events oversees 125 events and media brands across various vertical markets

worldwide. In the retail and specialty segment, Clarion Events hosts the Grand Strand Gift & Resort Merchandise Show, Las Vegas Souvenir & Resort Gift Show, Ocean City Resort Gift Expo, Philadelphia Gift Show, The Gathering, The Smoky Mountain Gift Show and Womenswear in Nevada. According to a press release from Informa, the company acquired Clarion Events for about $2.96 billion. With the acquisition of Clarion Events, Informa says its B2B Live Events segment will generate revenues over $5.7 billion across about 1,000 specialist B2B brands in more than 40 market categories and over 30 countries. Following the acquisition, Clarion Events says much of its business will continue as usual for customers, exhibitors, sponsors, partners and suppliers. The organization plans to continue delivering events and experiences that support the industries and communities it serves.

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Registration opens for Winter 2027 Atlanta Market

Registration has opened for Atlanta Market’s Winter 2027 event, a gift and home show taking place Jan. 12-17, 2027, at AmericasMart Atlanta. The show will feature over 6,000 brands across gift, home decor, furnishings, tabletop and outdoor living in three buildings on-site. Held semi-annually in January and July, the full industry is represented at AmericasMart Atlanta for both the Winter and Summer markets. First Finds, the show’s temporary exhibit program, will also feature emerging brands and early product discoveries. The Winter 2027 edition also marks the 70th anniversary of the show, first held in January 1957. Over the years, Atlanta Market has grown into a three-building, 51-floor campus that draws retailers and designers from across the U.S. and over 60 countries. To commemorate the milestone, the Winter 2027 event will feature several celebratory elements for buyers and vendors. ANDMORE has also launched a “Where Your Business Is Made” campaign for the upcoming event to spotlight a group of retail and design partners. Each partner’s story centers on their storefront or a project and how it’s built. For Atlanta Market Winter 2027, showrooms will be open Jan. 12-17 from 9 a.m. to 6 p.m., with First Finds temporary exhibits open Jan. 13-17 from 9 a.m. to 5:30 p.m., closing at 2 p.m. on the final day of the event.

Emerald and Questex unite as Forge to shape B2B events and media

Forge, the new corporate brand uniting Emerald and Questex LLC, has debuted as a leading global B2B events and media company serving customers through live events, digital media, data and year-round communities. The move follows Apollo-managed funds’ acquisition of the two companies in July. Forge brings together Emerald’s scaled portfolio of trade shows, which includes retail buying shows Surf Expo, IGES and ASD Marketweek as well as other conferences and solutions with Questex’s differentiated events, media brands and 365-day digital engagement model. As the new corporate parent brand, Forge sits above the company’s individual event and media brands, which will continue to operate under their existing names, now backed by the scale, technology and investment of the combined platform. As previously announced, Paul Miller leads Forge as CEO, supported by the executive leadership team named in July 2026. Forge also announced its newly appointed board of directors. Along with Miller and representatives of Apollo Funds, the board’s independent directors include Andy Bird, former president of Walt Disney International and former CEO of Pearson; Lara Boro, former CEO of The Economist Group and former CEO of Informa Intelligence; and Simon Kimble, former CEO and executive chairman of Clarion Events. www.seasideretailer.com

PRODUCT SHOWCASE

On our radar

Looking for something new to offer? Here are some fresh ideas.

8 7

1. SilkJewels: Seashell earrings, www.silkjewels.ie; 2. First & Main: Blue crab plush, www.firstandmain.com; 3. Bamboo Source Tropical Decor: Blue capiz octopus wall decor, www.bambootropicaldecor.com; 4. Cape Shore: Driftwood and sea glass anchor resin ornament, www.cape-shore.com; 5. Beach Town Posters: Cape Hatteras Outer Banks poster, www.beachtownposters.com; 6. Peking Handicraft: Take Me to the Sea burlap pillow, www.pkhc.com; 7. Moby Dick Specialties: Large laying mermaid vedigris decor, www.mobydickspecialties.com; 8. New York Pride Goods: Hamptons ceramic clam chowder bowl, www.newyorkpridegoods.myshopify.com. Have a product you would like featured? Send a high-res image and description to: katie@breakwallpublishing.com.

78 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

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AD INDEX A.T. Storrs Ltd. — www.atstorrs.com...........................................................................15 American Gift Corp. — www.agiftcorp.com.............................................................. 53 Art Studio Co. — www.artstudiocompany.com.......................................................83 Atlanta Market — www.atlantamarket.com.............................................................73 Avery Lane Gifts — www.averylanegifts.com.......................................................... 55 b. dazzle inc. — www.scramblesquares.com........................................................... 63 Bali Queen — www.baliqueen.com............................................................................. 67 Bamboo Source Tropical Decor — www.bambootropicaldecor.com...............21 Batela USA — www.batelausa.com............................................................................. 23 Big Blue by Roland St. John — www.bigbluedive.com......................................... 65 C&F Enterprises — www.cnfei.com............................................................................... 9 Caloosa WaterWear — www.shopcaloosa.com......................................................58 Cape Shore — www.cape-shore.com........................................................................... 5 Dallas Market — www.dallasmarketcenter.com..................................................... 79 Destination Jewelry — www.destinationjewelry.com.......................................... 19 Dune Jewelry & Co. — www.dunejewelry.com........................................................ 59 Exotic Sea Images — www.exoticseaimages.com................................................. 70 Fiesta Toy — www.fiestatoy.com................................................................................... 3 First & Main — www.firstandmain.com......................................................................13 Grasshopper’s Mermaid — www.grasshoppersmermaid.com.......................... 56 J.D. Yeatts/Chesapeake Bay — www.jdyeatts.com................................................27 Jack Be Nimble Candles — www.jackbenimblecandles.com............................. 43 Jackie Gallagher Designs — www.jackiegallagherdesigns.com........................68 Joseph K. Coastal — www.josephk.com.................................................................... 59 Kurt S. Adler — www.kurtadler.com............................................................................17 Las Vegas Market — www.lasvegasmarket.com.....................................................71 LazyOne — www.wholesale.lazyone.com..................................................................57 Lighthouse Keeper’s Pantry — www.lighthousekeeperspantry.com...............12 Management One — www.management-one.com/getstarted......................... 69 Mosaico LLC — www.mosaicojewels.com................................................................... 2 North American Bancard — www.nynorth.com.......................................................11 Philadelphia Gift Show — www.philadelphiagiftshow.com................................75 RetailBuzz 365 — www.retailbuzz365.com..................................................................7 Savvy Shopkeeper — www.savvyshopkeeper.com............................................... 25 Seaside Retailer — www.seasideretailer.com.................................................. 29, 81 ShipShapeStyles — www.shipshapestyles.com..................................................... 65 Smart Glass Jewelry — www.smartglassjewelry.com............................................12 SS Handcrafted Arts — www.sshandart.com...........................................................61 Stickers Northwest — www.stickersnorthwest.com............................................... 6 Stonington Designs — www.stoningtondesigns.com...........................................58 Surf Expo — www.surfexpo.com...................................................................................77 The Beach and Back — www.thebeachandback.com .......................................... 10 The RGU Group — www.thergugroup.com................................................................84 Tom Borg Consulting — www.tomborgconsulting.com.......................................64 True Ocean — www.mytrueocean.com...................................................................... 45 Woodchart Wholesale — www.greatcoastwholesale.com............................ 50-51 BEHIND THE BUY Call For The Wild — www.forwild.com..................................................................30-31 Charles Products Inc. — www.charlesproducts.com.......................................32-33 Ocean Jewelry — www.flaircraftportal.com/ocean......................................... 34-35 Xplorer Maps — www.xplorermaps.com..............................................................36-37 Zoologee — www.zoologee.com............................................................................ 38-39 80 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

STATEMENT OF OWNERSHIP 2026 Seaside Retailer Statement of Ownership, Management, and Circulation, PS Form 3526-R. 1. Publication Title: SEASIDE RETAILER 2. Publication Number 25862. 3. Filing Date: October 1, 2026. 4. Issue Frequency: Bi-Monthly. 5. Number of Issues Published Annually: Six (6). 6. Annual Subscription Price: $59.00. 7. Complete Mailing Address of Known Office of Publication: 1455 Frazee Rd., Suite 500, San Diego, CA 92108. Contact Person: Marci Dancy; Telephone: (203) 273-7427. 8. Complete Mailing Address of Headquarters or General Business Office of Publisher: 1455 Frazee Rd., Suite 500, San Diego, CA 92108. 9. Full Names and Complete Mailing Addresses of Publisher, Editor and Managing Editor: Karen Carr, Publisher, 1455 Frazee Rd., Suite 500, San Diego, CA 92108; Kristin Ely, Editor, 1455 Frazee Rd., Suite 500, San Diego, CA 92108; Managing Editor, None. 10. Owner: Breakwall Publishing LLC, 1455 Frazee Rd., Suite 500, San Diego, CA 92108 11. Known Bondholders, Mortgagees and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: None 12. (Does not apply.) 13. Publication Title: Seaside Retailer 14. Issue Date for Circulation Data: September/October 2026. 15. Extent and Nature of Circulation: Average Number of Copies Each Issue During Preceding 12 Months; Number of Copies of Single Issue Published Nearest to Filing Date: A. Total Number of Copies: Average: 11,563; Actual: 11,081 B. Legitimate Paid and/or Requested Distribution: 1: Outside County Paid/Requested Mail Subscriptions Stated on PS Form 3541: Average: 6,335; Actual 6,185. 2. In-County Paid/Requested Mail Subscriptions Stated on PS Form 3541: Average: 0; Actual: 0. 3. Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other Paid or Requested Distribution Outside USPS: Average: 0; Actual: 0. 4. Requested Copies Distributed by Other Mail Classes Through the USPS: Average: 0; Actual: 0. C. Total Paid and/or Requested Circulation: Average: 6,335; Actual 6,185. D. Nonrequested Distribution: 1. Outside County Nonrequested Copies Stated on PS Form 3541: Average: 4,306; Actual: 4,055. 2. In-County Nonrequested Copies Stated on PS Form 3541: Average: 0; Actual: 0. 3. Nonrequested Copies Distributed Through the USPS by Other Classes of Mail: Average: 0; Actual: 0. 4) Nonrequested Copies Distributed Outside the Mail: Average: 917; Actual: 839. E. Total Non-requested Distribution: Average: 5,223; Actual: 4,894. F. Total Distribution: Average: 11,558; Actual: 11,079. G. Copies not Distributed: Average: 5; Actual: 2. H. Total: Average: 11,563; Actual: 11,081 I. Percent Paid and/or Requested Circulation: Average: 54.8%; Actual: 55.8%. 16. Electronic Copy Circulation: A. Electronic Paid and Requested Copies: Average: 633; Actual: 618 B. Total Print Copies plus Total Electronic Copies: Average: 6,968; Actual: 6,803 C. Total Print Distribution plus Paid and Requested Electronic Copies: Average: 12,191; Actual: 11,697. D. Percent Paid, both Print & Electronic Copies: Average: 57.2%; Actual: 58.2%. 17. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the November/December 2026 issue of this publication. 18. Signature and Title of Editor, Publisher, Business Manager or Owner: Karen Carr, Publisher. Date: October 1, 2026.

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S TAR F I S H AWAR D

Wear it forward

STORY BY KRISTEN HAMPSHIRE

ogs, cats and a Low Country sunset are the winning ingredients for a bestselling T-shirt at Skull Creek General Store, which is the retail store for the Skull Creek Boathouse in Hilton Head Island, South Carolina. Every year, the Hilton Head Island restaurant and retail destination introduces a fresh colorway for its fundraiser apparel and poster that is a recipe for giving back to the community. A sign near the fundraiser display lets shoppers know that $5 from every purchase goes directly to the Hilton Head Humane Association. Retail Manager Katherine Lopez says the message often encourages guests who are browsing to buy one or more. “They see that we are giving back and want to be part of the effort,” Lopez says. GROWING AND GIVING

The T-shirt is a platform for supporting the cause and a natural fit for a

Winner: Skull Creek General Store Location: Hilton Head, SC Retail Manager: Katherine Lopez Katherine Lopez, retail manager at Skull Creek General Store, says some popular shirts at the store support the local humane association. Photo: Caitlin Ryan

gifts and treats for visitors. Some products even come from Hilton Head and South Carolina vendors and makers. For Lopez, supporting area makers is another way the store can return the help it has received as it has grown. “By opening the store, we tried something that worked and it kept growing because local vendors are supporting us,” she relates. “So, we

“They see that we are giving back and want to be part of the effort.” — KATHERINE LOPEZ, RETAIL MANAGER store that grew from selling shirts at the restaurant’s host stand to rolling out a full retail experience by the Skull Creek Boathouse. “The shirts were in such high demand that we expanded to a store and, now, an ice cream shop,” Lopez explains. Aside from apparel, Skull Creek General Store offers a variety of 82 SEASIDE RETAILER NOVEMBER-DECEMBER 2026

want to support them, as well, and help make their dreams come true.” A COLLAB FOR KIDS

Aside from the give-back shirts, Skull Creek’s parent company, SERG Restaurant Group, has encouraged local kids to dive into books through its Star Readers Challenge. Students complete reading logs in five-hour

increments, earning rewards along the way from SERG businesses and other local partners. The prizes range from a Star Readers T-shirt and a free scoop at the Boathouse ice cream shop to a Big Air ticket, a Local Legend voucher and, for completing the final log, a dolphin nature cruise. “Everyone loves it,” Lopez says, adding that parents and teachers have embraced the program. Reading logs and posters are distributed through area schools and libraries to encourage children to participate. Star Readers shirts are even produced by Pockets Full of Sunshine, a Hilton Head Island nonprofit that works with adults with intellectual and developmental disabilities. It all circles back to a community Lopez knows well, having grown up in the area. “I’m grateful that we can give back and support organizations that make a difference,” she says. www.seasideretailer.com