AQUA MARINA SUP S/S 2025 PREVIEW

Retail Buyers Guide: SUP S/S 2025 Retail Buyer’s Guide
Brand: Aqua Marina
Interviewee: Arlene Song, Marketing Communication Manager

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?
Clearing the 2022/23 inventory presented some challenges, but we are pleased to report that the overall results have largely met our expectations. By closely monitoring market demand, we were able to make timely adjustments based on valuable market feedback, ensuring our strategies remained aligned with customer needs and preferences. Furthermore, the successful launch of several outstanding new SKUs allowed us to capitalize on market opportunities. To maximize the impact of these new offerings, we increased our investment in marketing efforts, which significantly boosted visibility and sales performance. These combined efforts have contributed positively to achieving our overall objectives.

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?
We are highly optimistic about the future of SUP and firmly believe that its growth trajectory will continue. As more individuals seek accessible, enjoyable, and health-promoting outdoor activities, paddleboarding is perfectly positioned to gain even greater popularity, becoming a beloved sport for people of all ages and backgrounds. The intensifying market competition further underscores the rapid growth and evolution of this sport, highlighting its expanding appeal and influence across various demographics.

How do your brand differentiate itself in the overcrowded “allround” segment? Pricing, technology, durability, wow factor?
What truly distinguishes Aqua Marina is our commitment to quality. We use state-of-the-art materials and construction techniques to craft boards that deliver exceptional performance and durability. Furthermore, our strong customer support system differentiates us from many generic brands, ensuring you receive the help and guidance you need. Since 2014, we have been industry leaders in minimizing and eliminating the use of glue in our products. By implementing advanced welding technology, we have developed glue-free solutions that significantly enhance both the sustainability and longevity of our boards. Our all-around range includes 9 boards, each designed with distinct colors and varying sizes to cater to a wide range of users and preferences, making it easy for customers to find the perfect fit. Additionally, the series is highly budget-friendly, offering excellent value without compromising on quality.

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 offer a comprehensive range of water sports SUP products for retailers, backed by our steadfast commitment to innovation. Each year, we conduct thorough evaluations and refinements across our entire product line. In 2023-2024, we successfully upgraded our touring and multi-person boards, addressing market demand and enhancing their performance and design. Looking ahead, we will implement further improvements based on valuable market insights, staying true to our commitment to deliver high-quality SUP products that meet and exceed customer expectations. Every new product will undergo rigorous testing, ensuring that only the most refined versions are introduced to the market.

Inflatables: Which are your flagship models for SS25?
In 2025, we are advancing our product line with a dedicated focus on lightweight solutions, unveiling innovative PackSUP models like the AIRO and HALO. These models incorporate our AirLite™ TPU Woven Material technology, which allows them to be incredibly lightweight—so much so that they can be effortlessly lifted with just one hand. This state-of-the-art technology reduces overall weight by 10% compared to traditional knitted drop-stitch materials, while maintaining exceptional rigidity and structural integrity. The AIRO and HALO models set a new benchmark in portability and performance, making the PackSUP the ultimate companion for effortless travel and paddling.

Hardboards: who is your target customer for composite boards and what do you have to offer for SS25?
At Aqua Marina, we specialize in inflatable watercraft, and do not produce hardboards. Our focus is entirely on creating innovative and high-quality inflatable SUPs, kayaks, and boats.

What kind of support do you offer for retailers? (pre-orders sales terms, in-season restocking, dropshipping, in-store demos…)
Amid the increasingly competitive market landscape, we remain confident that our pricing strategies and marketing support are among the most competitive in the industry. Our pre-order sales terms are thoughtfully designed to support effective inventory planning, enabling retailers to secure the products they need well in advance. Additionally, we are committed to nurturing strong marketing partnerships by providing comprehensive marketing materials, high-quality product imagery, and engaging promotional content to enhance our retailers’ sales efforts. By implementing a standardized and unified approach for both online and offline brand presentation, we ensure consistent and professional brand representation across all retailers, enhancing brand identity and customer trust.

Key Products:

HALO:
Introducing HALO, Aqua Marina’s latest innovation in lightweight paddle boards, designed for spontaneous adventures and beginners alike. Crafted from eco-friendly TPU material, AlRO is engineered for ease of handling and transport. Its ultra-lightweight design allows it to be effortlessly lifted with just one hand, making it the perfect companion for those seeking portability and convenience on the water.

HALO

AIRO:
The AIRO model, featuring our innovative PicoPack design, revolutionizes portability by enhancing every component of our SUP gear, including materials, structure, and accessories. It is 23% lighter and 29% more compact when packed compared to standard SUPs. With a dual-split EVA deck pad, foldable hand pump, five-piece detachable paddle, and a 40% lighter PP fin, the HALO delivers exceptional performance and convenience.

AIRO

GLOW:
Experience the upgraded GLOW, the world’s first and only glowing iSUP, now enhanced for even greater stability and user-friendliness. Equipped with our advanced Ambient Light System™, it’s perfect for all-day, all-around paddling. Offering 6 vibrant color options and 4 ambient light modes, the improved GLOW provides a safer and more thrilling experience, ensuring your paddle stands out from dusk to dawn.

GLOW