NORDEN SURF SUP S/S 2025 PREVIEW
Retail Buyers Guide: SUP S/S 2025 Retail Buyer’s Guide
Brand: Norden
Interviewee: Andy Wirtz CEO- Owner – Product Designer
2024 was a balancing act: getting rid of the 2022/23 inventory and introducing fresh SKUs. Did it turn out as you wish it would?
Not really, there is still a lot of stock on the market from all seasons but we are confident, once the demand rises again, it will go. If there is demand, you can sell your special offers, if there is no demand, the price doesn´t matter, people just don´t want to buy.
How do you foresee the future of the category? Turning into a legit sport for the masses or still mainly use as a leisure activity by occasional participants?
I think SUP will be a recreational sport suitable for the masses but only consumed by a smaller numbers of participants then in the past. Racing will be a SUP league on its own, recreational SUPing will be the Sport for a while; Wave boards are a product for the individuals.
How does your brand differentiate itself in the overcrowded “allround” segment? Pricing, technology, durability, wow factor?
First of all we are a hardboard Company only, no ISUPs, second we don´t do the 2025/26/27 collection thing. Third we offer our boards in lots of different color ways, most brand have only one color but many different constructions, the wow factor is not only the construction but the beauty of our boards. SUPers buy a new board as they progress in the sport, not because a brand has a new look, there is not much development in recreational paddling to be honest with you.
The second bestselling category would be “adventure SUPs”, which spreads from the touring boards to the fishing/multi-user/river models. Which are the trending segments within your brand?
We are selling Touring Boards for Flat Water and Open Ocean Touring Shapes like the traditional Downwind SUPs called the “Glider”, third most popular are Longboard Shapes for SUP surfing. All in medium width, the super whide shapes are off the plate, same as the super narrow shapes.
Inflatables: Which are your flagship models for SS25?
Don´t blow, rather show up. No Inflatables.
Hardboards: who is your target customer for composite boards and what do you have to offer for SS25?
Recreational shapes, sporty touring shapes and Longboard SUPs. We will offer a new “Glider” size in 14ft for open ocean paddling, a narrower Touring Shape in 14 ft called the “Fast Traveler”, a mix between a Race- and a Touring Shape. And some more Longboards in different width and constructions. The rest of our models will be carry over, but some new color ways in the typical norden-SUP look.
What kind of support do you offer for retailers? (pre-orders sales terms, in-season restocking, dropshipping, in-store demos…)
Dealers that preorder get special discounts and different delivery dates during the season, we also offer another discount for early payment, so in the end they get a good margin for their commitment. Preorder Customers receive the best service we can offer, a simple range to cover the most, available stock, dropshipping to their clients for affordable shipping rates. But in the Hardboard Business there is not many left that are committed to the sport. I think many unfortunately will step away from the sport, cause the blow-ups blowed up. We are committed to the sport and it will remain the DNA to our brand, next to our surfing business.
Key Products:
The “Fast Traveler”:
If you want to paddle fast, cover some distance and still have a stable platform when loaded with gear.
Fast Traveler
The “Glider”:
Is almost a revival to the old Downwind Boards but in a much more balanced shape. Ride Downwind, catch a Wave, take some gear with you, it´s the shape for true watermen to have on the roof of their car at all times.
Glider
The “Pintail”:
A modern Longboard Shape with some traditional Elements, brings back the fun of SUP surfing, paddle away from the crowds and catch more waves then anybody and ride with style.
Pintail
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