APPLETREE FOIL S/S 2025 PREVIEW

Retail Buyers Guide: Foil S/S 2025 Retail Buyer’s Guide
Brand: Appletree
Interviewee: Wieger Buurma, Co-founder

What sport is driving the most demand at the moment (kite, wind, wing, surf…) and why?
Wing foiling seems to be driving the most demand. I think it’s because of how accessible winging is I.E gusty lakes in light wind, riding waves on a river, cruising a seabreeze in the ocean… You can launch off of a boat, dock start etc… The ability to have a very simple source of power to get you up and riding and allow the rider to ride a wave without the hindrance of a kite or sail is a big reason for winging being the most popular foil sport at the moment!

Which of your 2024 foilboard set ups have sold best and why?
The Appleslice V3 has sold the best so far. It is by far the one versatile board in our lineup. It will handle anything you throw at it so it ends up being a one board quiver killer (If you get the size right)!

What are the main trends in Foilboard construction, materials and design?
Appletree surfboards is one of only a few brands that completely own the production side of the business, where other brands rely on outsourced production, mainly in Asia. This gives us a unique position where we are much more flexible than most other brands. We can take the lead as new trends evolve, and are never stuck with lots of stock of products that sub-par. All Appletree boards are produced using a revolutionary production method that is completely unique in the surfing world. This vacuum infusion technology is developed in-house and all boards are produced in our own production facility in Portugal. We use a hydrophobic foam that does not take on any water, which is a huge plus. This foam is then covered by layers of pure carbon fiber, and infused with just the right amount of epoxy. This makes for the stiffest, most responsive construction possible. A unique direct feel and control. We can completely control the boards’ production. From acquiring the finest raw materials available to attracting the best craftsmen in the business. We have taken every step to create an exceptional product. Plus the boards are customisable within limits, allowing us to produce different sizes, colors and finishes on request. Some shops have their own signature line with us, with which they can set themselves apart from the competition. In terms of design, the trend in winging is definitely the longer and narrower trend. This is also visible in the prone side. It will sacrifice a bit of stability, so it’s not necessarily something for the beginner rider, but we focus on the intermediate to advanced riders anyway. A narrower board with a well designed bottom just moves through the water faster with less input. So whether it’s a wing, a wave or an electric assist, it gets you going quicker. Our Apple Slice V3 was one of the first main production boards to implement this idea. And now we added the super narrow Skipper DW Prone and normal downwind boards to get even more benefit from this.

What are the highlights of your 2025 foilboard offer?
We still expect the V3 Slice to be the flagship board in our line up for 2025, but hope to fine tune the boards that are specialized tools around such as the Skipper Downwind and the Skipper DW Prone.

How have you implemented sustainability in your production and shipping processes?
Our commitment to sustainability is reflected in every aspect of our business.

Durability: We’ve developed a unique manufacturing technique that ensures our surf, foil, and kiteboards last longer than traditional boards, significantly reducing environmental impact.
Transparent reporting: Appletree has decided to gradually align with the Corporate Sustainability Reporting Directive (CSRD) and European Sustainability Reporting Standards (ESRS). These are part of broader European regulations aimed at accelerating a green and just transition.
Healthy and safe work environment: We prioritize employee safety and health by adhering to strict environmental and health standards. In addition, we offer a health insurance program for all our employees.
Supplier Standards: We primarily collaborate with European suppliers to ensure adherence to strict European standards. We’re also mapping our suppliers’ practices in Environment, Social, and Governance (ESG) to set our minimum requirements.
Ecodesign Principles: Our product design is rooted in Ecodesign principles, a key aspect of the circular economy. It emphasizes durability and repairability. We avoid seasonal products and focus on meaningful innovations that provide real improvements.
Energy Efficiency and Renewable Energy: We strive for energy efficiency, using energy-efficient machines and sourcing 95% of our materials from Europe. Our factory now operates entirely on renewable energy, thanks to solar panels installed in December 2023.
Ecoboard Certification: We are proud to be certified by Sustainable Surf. Our vacuum infusion technique optimizes the resin-to-fiber ratio, using fewer materials while producing stronger boards, and we use 40% bio-based resin in all our boards.
Waste Management: We recycle all our foam waste, including CNC machine cut-offs and shaping bay dust, into new foam, aligning with our goal of closing production loops.
Digital Product Passports: In line with the EU’s newly adopted Ecodesign for Sustainable Product Regulation (ESPR), we have placed NFC tags in Appletree boards, serving as digital product passports. These provide information about the board and allow registration, as well as reporting lost or stolen boards. Future updates will include more details about the board’s footprint.

How will you support retailers to sell your 2025 products?
Stocking the most durable boards on the market means happy customers without breakage issues. Since being founded, Appletree has had a very low warranty rate. Having said that all our boards come with a limited 1-year warranty protecting against unlikely manufacturing errors. The Appletree team is a small team flexible enough to be able to offer unique and personal help to support your sales and keep your customers happy. We are able to provide content, full product information, sales training as well as offer marketing materials and potentially partner with you to offer demo tours too.

What order and delivery model are you offering your retailers?
We offer both a traditional pre-order model, with higher margins for shops that commit to an order early. As we are also the producer, we need to fill in the production year round, so this shop support is very important to us. And during the season we constantly produce a supply of the most popular models, so we can fill in smaller orders from retailers and keep the lead time for custom orders to a minimum. We do not require very large orders, we actually prefer to shop a number of smaller orders throughout the season, this prevents overstock, for both us and the retailer. So you will almost never see any of our products on sale, which is good for everyone.

Key Products:

Apple Slice V3:
The Appleslice V3 is the latest and most refined version of Appletree’s versatile and much-loved wingboard. This board is perfect for improving your skills, whether upgrading from a beginner’s board to a more high performance board or seeking a low-volume model for improving your wave or freestyle techniques. The Appleslice V3 ranges from 40 L to 100 L, offering various sizes to suit your needs.

Apple Slice V3 set

Apple Skipper DW Prone:
The AppleSkipper DW Prone is a mid-length quiver killer designed for small waves, light winds, heavy winds, and long paddle outs. With DNA from our Skipper Downwind shape, it’s fast, agile, and forgiving, making it perfect for all skill levels of Prone Foils and intermediate and advanced Wingers. This board is also highly suited for the use with a Foil Drive and similar electrical assist foil propulsion systems.

Apple Skipper DW Prone Set

Pro Foil V2:
The Pro-Foil V2 is the ultimate allround surf foil board. From paddling in steeper waves to tow-in sessions, as well as small mushy surf to wake foiling. The boat hull bottom ensures super efficient paddling and the best release from the water upon takeoff. The innovative recessed deck with a slight negative angle of attack enhances control and power during paddling and improves pumping and ride feel on waves.

Pro Foil V2 – set