Norden's SS20 SUPs

Norden SS20 SUP Preview

Retail Buyers Guide:  SUP SS20

Brand name: Norden-Surfboards and SUP
Interviewee: Andy Wirtz, Brand Owner, CEO, Product Designer

Norden's SS20 SUPs

Is it fair to claim the global SUP market has peaked? Will 2020 be the year of consolidation?
For the ISUP, yes, we think it has but for the hardboard, growth can be expected again.

With events such as PaddleExpo, 2020 pre-books are on the agenda for retailers: what is your marketing story for 2020?
Hardboard, Hardboards, Hardboards and promote SUP Surfing more.

Which SUP categories are performing well for you? (allround, touring, race, waves, river, downwind, foiling…)
Our story has remained the same, touring and entry level wave SUPs are selling well. All-round race boards that are a bit wider than competition race boards are starting to grow in sales and our soft-top range is showing significant growth with rental businesses and retail. High performance surf SUPs are pretty dead.

Norden's SS20 SUPs

Inflatables VS Hardboards: is there a hardboard market for the casual rider or are hardboards the exclusive realm of core riders?
Not at all, we see a lot of growth in the hardboards, a lot of customers that want to stick to SUP will move from an ISUP to hardboard for their next board.

Inflatables: Which new technologies & models are you implementing in 2020?
We don´t do ISUPs

Hardboards: Composite boards are now marginal as far as demographics are concerned. Though, they embody the performance SUPing. What are your latest refinements as far as high-performance hardboards are concerned?
We’re sticking to our game plan since the past 3 years. We build our performance surf SUPs in SGT, Surf Glass Technology, pretty similar to the modern EPS/EPOXY surfboard construction. The entry and all-round boards are all built in our double wood sandwich construction and the race boards are built in full carbon. The soft tops have a new soft bumper nose, which makes them pretty indestructible for rental places.

Norden's SS20 SUPs

Should the hydrofoil be seen as a bonus for the SUP market or as a threat, meaning cannibalism of its own audience?
Hydrofoiling should be seen as an independent sport and should be marketed like this. If the industry pushes it too hard as an alternative for sure it can cannibalize its own audience. At the moment I can only see it killing the downwind SUPing. 

Brand Previews


98 Gul wetsuits

Retail Buyer’s Guides

Foils 2021

Kites SS21

Longboards SS21

Surfboards SS21

Sunglasses SS21

Wetsuits SS21


Men’s Streetwear 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

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


ISSUE 106-1
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