STX 2023 SUP S/S Preview
Retail Buyers Guide: SUP S/S 2023 Retail Buyer’s Guide
Brand: STX& Ohana
Interviewee: Yul Binken, Sales Manager
Many SUP brands expected a comeback to a more rational market in 2022, with a moderate and sound growth. How did things play out eventually?
Exactly that happened. Many new people in the sport which is super good as gives opportunity to grow for our brands. People learned in the corona years how to entertain themselves instead of being entertained and made contact with sports in a different way.
Will you attend Paddle Sports Show in Lyon? Do you think trade shows remain a place where things happen, after a couple years of (quite successful) Zooms & virtual showrooms?
Yes, always to bring physical brands together for a good overview of the market.
What is your strategy to ensure the SS23 products will end up in stores early in the ’23 season?
Work closely together with our dealer network and have on time delivery with a good support off and online. Develop the brand further using our unique selling points, lightest and stiffest quality products on the market!
In 2022, the majority of SUP brands did cope with the increased costs of material/shipping, not reflected (that much) of the MSRPs. What about the 2023 models?
The currency exchange rates increase in raw materials and increased freight will definitely increase the price of the product and price increase will be moderate. Quality is number one!
Please forgive the recurrent question: Beyond the all-around supremacy, any noticeable movement to report in the other categories (touring, SUP surfing, race, river, foiling…)?
Touring, Foiling and Windsurfing have increased potential. Our newest Performance tourer will bring new technology into the inflatable market with a hardnose and special deck construction.
Inflatables: Which new technologies & models are you implementing in 2023?
For 2023 we will futher develop our Philosophy of offering the stiffest and lightest boards out there. Test show us that our FXL technology is light, extremely stiff, strong and for all very fast as well.
The new Performance tourer will have a hard/solid nose cone and combined with the Railsaver tail edges this brings race speed to a wider public. The increased stance area makes paddling on a narrower board feel easy.
Hardboards: Which new technologies & models are you implementing in 2023?
STX is all about light, stiffest, quality in inflatable technology.
When it comes to the order forms, do you have any piece of advice for retailers? (quantities, categories, inflatable to hardboard ratio, restocking schedule…)
Pre orders remain important, both for the long leading times but also to enable retailers to create good margins/profits throughout the year and on top makes planning the rest of the year needs easier.
STX I Foil Boards
STX Specialty Windsurfboards Inflatable
Performance Tourer Boards