Surf Brand Jetty Joins Grassroots Outdoor Alliance As New Member Partner

Grassroots Outdoor Alliance, the national organization dedicated to the health and growth of specialty outdoor retail, this month welcomes Jetty to its national vendor partner network.

Founded in 2003, Jetty was created on a shared love of surf, fishing, art, travel, and music and a desire to draw its own line. Now in its 21st year of business and a Certified B Corp, Jetty continues to offer eco-minded, durable apparel that embodies the fickle conditions of Northeast surf and encourages outdoor adventure despite the weather.

As a new Grassroots vendor partner, Jetty, the most recognizable surf brand on the East Coast, joins the upcoming Grassroots Connect Show in Kansas City, Mo., Nov. 11-14, as a member. Its addition elevates the group’s vendor community to 67, joining the Grassroots nationwide network of 95 independent retailers with 210 retail locations in 45 states.

Becoming a vendor partner in Grassroots Outdoor Alliance gains brands direct and personal access to the Grassroots retailer community. Through membership, there are numerous opportunities to collaborate, engage and learn, including customized data reports, facilitated learning events, access to the Grassroots staff, and a guaranteed invitation to Grassroots Connect, the group's super-efficient, twice-yearly buying show each June and November.

“We’re very excited to welcome Jetty into Grassroots as a vendor partner and to support them in their continued growth in outdoor. The leadership at Jetty has a specialty first sales strategy that aligns really well with our retail members and we continue to hear the product is resonating well,” said Gabe Maier, president of Grassroots Outdoor Alliance.

Headquartered in Manahawkin, New Jersey, Jetty was founded in 2003 as a testament to the​ unyielding spirit of surfers and coastal adventurers. Recognizing a void in the market, five friends and founders set out to capture the raw essence of their way of life, where perfection is often found​ in cold waters, foul weather and East Coast grit.

"Jetty is super excited to become a Grassroots Outdoor Alliance vendor partner,” said Cory Higgins, Jetty Chief Commercial Officer and Co-Founder. “The group's dedication to the health and growth of the specialty outdoor market aligns perfectly with Jetty's goals and values. Every aspect of our GOA experience over the past few years has been thoughtful and professional. The brand and retailer curation is top notch, and the Connect Show is efficient and well organized. We're looking forward to continuing our journey within the GOA and building more long-lasting partnerships."

Now in its 21st year of business, Jetty continues to offer eco-minded, durable apparel that embodies the fickle conditions of northeast surf and encourages outdoor adventure despite the weather. As a B-Corp Certified company, Jetty prioritizes reducing waste, creating premium products, and supporting coastal communities through its nonprofit, the Jetty Rock Foundation, a​ registered 501(c)(3) charitable organization that has donated more than $2.3 Million to clean​ water initiatives and disaster relief efforts.​

Retailer attendance at Grassroots’ upcoming Connect Show will be up 13-percent to 157 retail businesses, vendor attendance will increase 8 percent to 134 brands, and total buyers in attendance will rise 3.5-percent to 387, compared to numbers at last Fall’s Connect Show.

Grassroots Outdoor Alliance is a retailer-owned network of 95 independently owned outdoor retailers and 66 vendor partners, working together for the health and growth of specialty outdoor retail. Through data collection and analysis, direct member support, specialty events and deep vendor partnerships, Grassroots Outdoor Alliance is creating both a vision and roadmap for the long-term success of independent specialty retail. Grassroots Outdoor Alliance is recognized as a catalyst for the success of its retailers and vendor partners; an advocate for specialty independent retail; a promoter of education and community within the specialty channel; and a key influencer of the national outdoor industry. Grassroots Outdoor Alliance also operates Connect, a twice-annual legacy show experience that spans four days, offering an efficient and structured format for retailers to conduct pre-season line showings and business conversations.