INDIANA SUP 2025 PREVIEW

Retail Buyers Guide: SUP 2025 Retail Buyer’s Guide
Brand: Indiana
Interviewee: Nikolaus Dietrich, Head of Sales

In our previous S/S 25 SUP Buyer’s Guide, most indicators showed the 2022-23 overstocks were mostly cleared out. Did 2024 ended on the same note with a better demand vs. offer balance?
Our Stock level of SUP Products is on a low, healthy level and the ratio of demand vs. offer is approximately the same than in the previous year. Nevertheless, we still do not see any signs of growth in the SUP market.

Cheaper entry-level iSUPs represent the bulk of the sales but the segment is flooded with brands and products, whereas more advanced SUPs offer better margins. How do you intend to position your brand on the market spectrum in 2025?
We do, what we can do best: we continue to offer high performance SUP Products with technologies, that make a difference (e.g. our “SUP 2.0” features). That is, what INDIANA is standing for: Excellent products with outstanding designs.

Which are your key inflatable models for 2025 in the Allround/Cruising segments?
Our family Packs (in size 12’0, 11’6, 10’6 plus 10’2 Grom) are our best-selling boards, ideal for cruising. They all have a very affordable and attractive price vs. performance level.

Which Specialty iSUP are you pushing in 2025: Race & Flatwater, River, Fishing, SUP-Kayak…?
For outdoor-adventures or people who love light-weight products and a small packing volume we promote our “Feather” SUPs (in size 12’6 or 11’6). For river-adventures we push our “River” SUPs (in size 10’2 and 9’0). It is amazing what our team rider Sam Garthwaite (U.K.) is able to accomplish!

There has been a relative status quo the past 3 years regarding new technologies & materials? Do you have some exciting news to share for the year coming or did the SUP products reach maturity concerning designs/constructions?
On many SUP inflatable boards (e.g., Family Packs and Classic Touring SUPs) we have reinforced our rail belts with two smaller belts to make them even more airtight and keep them in the right shape. Besides this, all our technologies, shapes and materials are still on the latest, highest level and have proven themselves in action. No need for any tech updates this year, especially as we want to offer longer life cycles to our retailers.

(hardboard brands only) The opportunity for hardboard sales seem to be whether in the school/rental area or in the high-end performance models. Do you cater to this demand?
Yes, we have a full range of hardboards (all categories) for both, school/rental/stations as well as sporty hardboards for all kind of riders.

How are you supporting retailers through this difficult period?
In case of problems, retailers can contact us and we try to find common solutions. Also, we offer tools like drop-shipment to reduce the financial risk and/or special demo-prices.

Key Products:

12’0 Family Pack:
The 12’0 Family Touring is the largest board in the Family series. Its pointed and flat shape guarantees good, stable tracking. The 343-liter volume, enclosed in a robust pre-laminated double layer, can carry even heavy family members or multiple family members stably on the water without flexing. Included in the package is a high-quality three-piece 30% carbon fiber composite paddle.

Produkt1 12’0 Family Pack

14’0 Classic Touring Infl:
Anyone looking for long tours or adventures with a lot of luggage will find the 14’0 Touring ideal. Thanks to its enormous volume and 31-inch width, it’s extremely stable. The pointed and flat straight shape allows a fast forward travel. The woven, pre-laminated drop stitch makes it robust and stiff. The fiberglass foot bases in the standing area provide a hardboard feel.

Product2 14’0 Classic Touring

10’6 Wing Allround Inflatable:
The 10’6 Wing all-round board impresses with its huge range of uses. In windy conditions, you can wing surf with it. In light winds, the two side fins, which are attached to the Air7 click fin boxes, help maintain altitude. In stronger winds, the 9″ all-round fin is sufficient for staying on track, and the very long silicone speed tail helps achieve the speed needed for planing. Of course, you can also use the board as an all-round SUP and even ride moderate waves. The perfect choice for an active family or as an all-in-one board for your camper van.

Product3 10’6 Wing Allround