NORDEN SUP 2025 PREVIEW

Retail Buyers Guide: SUP 2025 Retail Buyer’s Guide
Brand: Norden
Interviewee: Andy Wirtz CEO, product designer

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?
The demand is still very slow on the hardboard sector, that has not changed yet. But customers are out there and we hoping that they will buy a new board soon. But keep in mind, the SUP customer is mainly a recreational paddler and they have no need to replace their board every year or every second year. We need to understand that our ranges need to be out there longer, not only for a season.

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?
I think the future will be a more premium product which still has a realistic price to it, the market for high tech, high price boards is small but SUPers appreciate quality. The margin also depends on the demand which creates a healthier margin.

Which are your key inflatable models for 2025 in the Allround/Cruising segments?
We don´t sell inflatables

Which Specialty iSUP are you pushing in 2025: Race & Flatwater, River, Fishing, SUP-Kayak…?
We don´t sell inflatables

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?
We will be offering a new wood/ carbon construction which offers a similar weight then the carbon/pvc layup but at a cheaper price. Most other constructions we offer are our proven layups since many years and will continue to remain in the line. Shape wise our aim is to design sporty SUPs which don´t overwhelm people and at the same time are not boring either. Finding a healthy middle way.

(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?
We do produce rental boards successfully since many years, though these businesses were also suffering from “every Dick and Tom” bringing their cheap ISUP to the beach instead of renting a board or taking a lesson. It will come back (once their ISUPs blow up or they are too lazy to bring them) but the market will be much smaller. High Performance is not our focus, we concentrate on the intermediates.

How are you supporting retailers through this difficult period?
Keeping the range compact and realistic in variety, available stock and retail price. We have stock, can deliver and have everything they need in the hardboard sector, nothing more and nothing less.

Key Products:

GLIDER V3:
The Glider V3 merges touring efficiency with surf-style agility. Its parallel outline and flat mid-rocker ensure smooth, fast glide, while the surf-inspired bottom and tail kick offer control in waves and downwind. Ideal for athletic paddlers seeking one board for touring, surfing, and downwind runs — a true all-rounder built for speed and versatility.

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FAST TRAVELER:
The Fast Traveler blends race and touring board features: fast, stable, and easy to handle. A double-concave hull, beveled rails, and a raised tail improve glide, control, and cargo capacity. Rounded edges enhance maneuverability. Perfect for long distances, downwind runs, and choppy water – a versatile board for paddlers seeking performance and adventure.

norden-surfboards-FAST-TRAVELLER-SUP

NORDEN PINTAIL:
The Norden Pintail is a classic longboard-style SUP for smooth turns, stylish noserides, and easy wave glide. Its elegant outline and balanced handling capture the true surf spirit. Light riders can enjoy it on flatwater too. With quality construction and timeless design, the Pintail delivers performance and style — a must-have for wave enthusiasts.

norden-surfboards-Pintail