MISTRAL SURF SUP S/S 2025 PREVIEW

Retail Buyers Guide: SUP S/S 2025 Retail Buyer’s Guide
Brand: Mistral
Interviewee: STEVE WEST - COMMUNICATIONS

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?
It was a slow start to the season, and poor spring weather did no one any favours. However, we had a late surge in sales, and most of the 2022/23 inventory made its way out of the warehouse. In addition, we were encouraged by sales in the 2024 range.

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?
SUP has had many barriers to becoming a ‘legit sport’: politics, brand warfare, and the inflatable paddle board deluge, which has turned it into a recreational activity for the masses. Conversely, the high-end levels of the sport have some expansion issues; racing is painful and only for a few; SUP surfing demands relatively high skill levels and is geographically restrictive, as is river running, and downwind paddling has been impacted by the evolution of foiling as a viable alternative. Brands continue to benefit from the casual user and the family-focused market, and it’s difficult to see this changing, much as the canoeing and kayaking industry also survives with this same demographic. SUP continues to fill the void on low-wind days for those who want a cheap and straightforward mechanism to get afloat, where both skill levels and physical demands are low.

How do your brand differentiate itself in the overcrowded “allround” segment? Pricing, technology, durability, wow factor?
Over the past few years, we’ve worked on cohesion regarding our graphics and improved the overall quality of finish to create as superior a product as possible within a price point that keeps us competitive and appealing and by no means the cheapest nor the most expensive. Regarding the reliance on technology, we have effectively backed off from pushing as a significant sales point, as the average buyer is focussed on price point and USPs regarding what it can do for them as against any preoccupation with the tech regarding the materials, especially in the inflatable segment. We attempt to explain the values and virtues of our equipment to make it as appealing and legitimate as possible.

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?
Undoubtedly, we are seeing a leaning towards our touring boards; however, they remain niche and require more marketing effort. They represent a growing maturity and aspirational vision from end-users who have been through the family board phase and have been motivated to further their interests. Geographic proximity makes a big difference in this respect; wherever inland waterways are abundant and the presence of hunting, shooting, fishing, camping and a 4WD culture to go with it, there is the opportunity to exploit the idea of using SUPs for exploration and adventuring. It remains an underdeveloped niche strongly aligned with the kayaking and canoeing industry, and a failure to see how those sports developed is a mistake.

Inflatables: Which are your flagship models for SS25?
We have focused on producing and expanding our double chamber board range as a USP that can differentiate one board from another. Whether or not safety concerns are at the forefront of buyers’ agenda remains to be seen; there’s no evidence to suggest they are searching for double chamber boards, but it has merit. There was always the threat from the powers in various regions that double chamber boards may be required, elevating them from a toy to a feasible life-saving device, or at least a nomenclature and categorisation of this type.

Hardboards: who is your target customer for composite boards and what do you have to offer for SS25?
We’ve updated our highly successful Vortex 14’ race board and offer two layups to accommodate various budgets. Our touring boards continue to do well and, for the most part, remain our primary focus regarding our hardboard designs.

Key Products:

VORTEX SPORT 14’ RACE:
First released in 2015, the Vortex has become a classic iconic race board due to many race victories. Ten years later, the 2025 Vortex has been refined with a finer tail; the Sport model retains a carbon layup but at a very affordable price point partnered with a Performance version.

COLORA 11’6 INFLATABLE:
All the benefits and appeal of a family board but with the length needed for some added speed over water. The double chamber construction adds rigidity and an added level of safety. Action camera mount, Mistral’s bespoke weed-free fin, and rear grab handle add to the board’s appeal and functionality.

GO FREE SOFT TOP HARDBOARD:
Available in 10’6, 11’0 and 11’6 lengths, the appeal of an all-over soft top epoxy constructed GRP board has many merits, including improved performance levels, low-impact in the case of falls, fewer dings and yet easily repaired. Tri-fin set up for entry wave riding fun, and cargo netting for provisions.