SIC SUP 2025 PREVIEW
Retail Buyers Guide: SUP 2025 Retail Buyer’s Guide
Brand: SIC
Interviewee: Casi Rynkowski – SIC Maui Brand Manager
In our previous S/S 25 SUP Buyer’s Guide, most indicators showed the 2022-23 overstocks were mostly cleared out. Did 2024 end on the same note with a better demand vs. offer balance?
While demand for recreational models remains slow, we’ve significantly reduced overstock, with only a few remaining skus remaining out of balance. We’re leveraging this opportunity to offer attractive deals to our retailers to help boost sales.
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?
With the entry-level iSUP market saturated, SIC continues to focus on specialty and performance iSUPs, prioritizing the race and touring segments. The RST Air has been in demand since the launch of the new RST Raceboards, catering to racers seeking a travel-friendly option for training and touring enthusiasts looking for enhanced performance with a premium aesthetic. The high-end iSUP spectrum has become the gateway for future high-end hard board purchases for SIC.
Which are your key inflatable models for 2025 in the Allround/Cruising segments?
The Okeanos Expedition Air is the ultimate adventure iSUP—a gear-hauling machine built for fishing, camping, touring, or any on-the-go adventure you can dream up.
There has been a relative status quo in 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?
See below
(hardboard brands only) The opportunity for hardboard sales seem to be whether in the school/rental area or inthe high-end performance models. Do you cater to this demand?
High-performance design has always been at the heart of SIC. After overcoming manufacturing delays during and after COVID, we successfully launched the highly anticipated RST in 2024. Patience was key—we knew we had to get it right, and it paid off. Now, for 2025, we’re introducing the redesigned XRS V2, a board that has already proven itself on the podium, quietly stacking results behind the scenes before its official launch. Making its mark on the 2024 ICF world stage, Japanese athlete Kotaro secured an impressive 1st place finish in the distance race, while Ludovic Teulade claimed the Triple Crown title at the Gla Gla Race. Even before its release, the XRS V2 has delivered proven results.
Key Products:
RST:
The RST all-water raceboard has a dugout cockpit and is made with lightweight Super Fly molded Carbon sandwich construction. Its exceptional rough water agility in chop and swell does not compromise its excellent glide in the flats.
RST
KuNalu_ (SUP Foil):
The KUNALU, a downwind specialist for SUP foiling, wing, and light wind foiling, is our most performance-driven Foilboard yet. It offers exceptional stability and effortless porpoising before pop-up, delivering a fluid and responsive ride with the agility of a shorter board.
KuNalu_ (SUP Foil)
XRS V2:
The XRS V2 is our updated flatwater raceboard with a dugout cockpit constructed with a lightweight Super Fly molded Carbon sandwich. Its enhanced performance features and reduced volume make the XRS V2 more agile, responsive, and faster in the flats.
XRS V2
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