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Indiana SS19 SUP Preview

Retail Buyers Guide:  SUP SS19

Brand: Indiana Paddle & Surf
Interviewee: Maurus Strobel, Co-Founder & CEO


How has the 2018 market been so far?
The summer was great, long and hot. We could double the turnover compared to 2017.

PaddleExpo will be the place to be for 2019 pre-books: what are the highlights of your products and marketing for 2019?
2019 is the 10th season for Indiana SUP. We created Indiana Paddle & Surf as the roof brand with Indiana SUP, SURF and FOIL beyond. From a pure SUP brand, we like to grow into a watersport brand. We will present a completely new logo and graphics. The well-accepted tiki style on the limited edition boards and surfboards will be freshly adapted on all products. The classic edition will stay with lots of white, grey and black. The yacht-design with decent colours is well accepted and appreciated on the market. For the limited edition SUPs and all the surfboards and Foilboards we are louder and more colourful.

To cover the lower price market we created a new brand: APATCHA Stand Up Paddling, the inexpensive brand from Indiana Paddle & Surf. Two boards from 599 to 699 Euro incl. a Kajak Seat option with some accessories is offered.

How do you separate your products from competitors’? (price-point, durability, performance…)
It’s the whole package with materials, style and shapes. All of the over 60 SUP and surfboards have a clear target group and range of use.



Which SUP categories are performing well for you?
Concerning numbers it is the Inflatable 10’6 family package incl. Everything for 899 Euro.

The classic Touring boards 11’6 and 12’6 were sold very well too.

What new technologies are you implementing for 2019?
We are working a lot to improve details, no big new technology. Our inflatable SUP technologies are up to date with single layer or fusion double layer with PVC belts and fibreglass compression belts on top and Dyneema tension belt on the bottom. A small carbon tape will be added on top of the railtape.

How much of your business is dedicated to race?
It’s still just image and marketing, but we invest quite a lot of time and money. We will have 2 hollow carbon 14’ raceboards and 4 carbon raceboards with foam core for flatwater and ocean. We’d like to grow our race team. Complete new is our inflatable 14’ raceboard with a width of 25 inches.

Do you offer foiling options?
Yes, we developed together with our shaper Andi Widmann and our foil expert Gunnar Binniasch different foilboards and foils. There are 2 different carbon front wings with 120 and 85 cm span and 3 alu mast options with 50, 75 and 90 cm.

There is a 4’10 wakefoilboard, a 5’2 kitefoilboard, two pro-SUP foilboards with 105 and 130 litres and 2 7’8 SUP/Windsurf Foilboards.

Brand Previews


93 Indiana sup

Retail Buyer’s Guides

Foils 2021

Kites SS21

Longboards SS21

Surfboards SS21

Sunglasses SS21

Wetsuits SS21


Great Outdoors SS21

Hanging Shoes SS21

Boardshorts SS21

Bottles & Flasks SS21

Backpacks SS21

Skate Hardgoods SS21

Swimwear SS21

Skate Shoes SS21

Foamies 2020

Kiteboards 2020

Kites 2020

Longboards 2020

Sunglasses 2020

SUP 2020

Surfboards 2020

Impact Vests 2020

Powsurfers FW20/21

Cruisers 2020

Wetsuits FW20/21

Beanies FW20/21

Snow Helmets FW20/21

Body Protection FW20/21

Base Layers FW20/21

E-Boards 2020

Facemasks FW20/21

Snow Safety FW20/21

Goggles FW20/21

Snowboards FW20/21

Skate Shoes FW20/21

Longboards SS20

Watches SS20

Sunglasses SS20

Kiteboards SS20

Kites SS20

Wetsuits SS20


Sun Cream SS20

Hanging Shoes SS20

Boardshorts SS20

Surfskate SS20

Backpacks SS20

Skate Shoes SS20

Eco Textiles SS20

Longboards 2019

Surfboards 2019

Underwear 2019

SUP 2019

Sunglasses 2019

Facemasks FW19/20

Powsurf FW19/20

Beanies FW19/20

Wetsuits FW19/20

Cruisers 2019

Goggles FW19/20

Snow Safety FW19/20


Screen Shot 2020-12-21 at 09.17.51
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