Red Paddle SUP 2026 Preview
Retail Buyers Guide: SUP 2026 Retail Buyer’s Guide
Brand: Red Paddle Co
Interviewee: George Shillito Commercial Director
What is your assessment of the 2025 business: new impetus, cleared old stocks, sounder growth, better quality products ?
After years of overstocks, discounts, close outs and industry speculation 2025 appears to be the year of consolidation the industry has long been reporting on and in some ways waiting for. After a recent visit to production facilities in China, it is clear there has been widespread production cutbacks with just a few core suppliers still in business with some of those touting last minute production availability. Meanwhile in consumer markets many competitors seem to be lost in either trying to sell out or simply get out of the market leaving those who remain passionate about the sport.
What does this mean for retailers?
All the above is hugely distracting for companies and is confusing to retailers and consumers alike. Stocking brands that respect wholesale margins, work with resellers to promote their stores and ultimately offer products that come with a genuine USP and performance benefit is key to category success. In doing so offers a strong opportunity as the market consolidates and matures. It is a growing trend we are seeing globally here at Red as stores reduce their offering and switch from trying to compete on price to building on their personal principles of performance, quality and reliability.
Do you favor segmented distribution channels? (entry-level allrounders via online D2C and sports chain stores, advanced models for core retailers?)
We offer our full range through all channels to give stores and customers transparent pricing and the chance to try, test and see the boards in person. While the all-round market remains the volume of boards, it is being seen increasingly as a stepping stone to our more progressive shapes and performance boards – an important trend for retailers to consider. Historically, as a store, it has been about trying to compete on all-round board volume whereas now the opportunity lies in really it is about knowing your audience and targeting those customers with the right mix and range.
Which are your key inflatable models for 2026 in the Allround/Cruising segments?
Since launching our MSL800 material in the Future Series – the weight saving, stiffness and performance of the boards has captured the industry (and paddlers) attention, winning numerous awards and receiving incredible feedback from critics and customers as a true, material innovation. Our Sport range is fast becoming our core range as it spans the freeride customer segment (those looking for a little more than an allround shape) through to experienced paddlers taking on multiday trips, long distance paddles, downwinders and races. The Red Sport range is a dedicated range designed to deliver paddling efficiency and performance (not just look like a touring board with a pointy nose).
Which Specialty iSUPs are growing/decreasing in 2026 ? (Race & Flatwater, River, Fishing, SUP-Kayak, SUP surfing…)
Specialty is just that – they are smaller volume products built for a particular task. As we move forwards we are increasingly looking at ways in which these disciplines can be absorbed into our main range – not as a compromise but to benefit the everyday recreational paddlers while still offering elite performance for those who need it. This design strategy not only benefits paddlers and encourages more people to take on a new SUP challenge but also enables stores to stock with more confidence and without concern they will be left with longtail product designed for a niche target customer.
Is innovation stalling or did the SUP reach maturity regarding designs and constructions?
This should be the era for innovation. The level and rate at which compliance is likenever before. It demands the industry’s focus to design around the challenges to create new, more eco-conscious materials and compliance led concepts. Unfortunately the commercial reality in recent years has resulted in a spiraling race to the bottom that has stalled innovation. Here at Red we are finalising our 2027 range and have so many ideas they have had to be placed on a 4 year pipeline. Some as the market is not yet ready and others where we still have work to do. There is still so much to come – not just novel marketing and gimmicks but compliance based changes that will alter the industry from the bottom up.
How can you help retailers make a difference when most SUPs are at a click’s range online?
While the market, competitors, channels and routes to those have changed – the art of selling remains the same. There is a consistent trend with stores reporting growth globally – they are passionate about the brands and boards they sell. There needs to be real substance and understanding at a product level – without that it is very hard to compete. If you know your audience – whether that be a whitewater river or white sandy beach – stocking boards that are right for the conditions, products that you can stand behind and a brand that you can get genuinely excited about is the key to unlocking sales. Here at Red, we have everything you need for success and offer local warehousing/fast shipping, product knowledge sessions, instore POS, always on trade sites, online representation and a full range of accessories to create premium experiences and instore brand stories that allow upsell and repeat business.
Key Products:
Red Equipment’s Quick Dry Poncho Change Robes:
Possibly the most practical piece of kit you’ll ever own. They pack down small and dry in record time ready for re-use, so you can always have a robe with you – ready for any adventure, no changing rooms required. these will take some serious use.
Red Equipment’s EVO Pro Changing Robe:
The robe of choice for those in the know. Stylish, ridiculously comfortable, and a super high spec of features. It’s not surprising the EVO is winning awards in 2026.
Red Equipment’s EVO Pro Slimline Parka:
Getting rave reviews and still unique in market, every retailer should have this available to grow their ‘changing category’ sales.
14’0 Voyager:
Sold out on Launch. A long-range expedition board, the length of a racer with ample width for confidence and extra cargo – no matter what the conditions throw at you. Innovative Spin Box technology offers a removable centre fin for increased turning control in tighter spots, whilst the twin fin and V-HULL offer total straight line control over long distances.
Red-140-Voygager
12’6 Sport+:
A best-seller. At just 4.7” thick, the 12’6 x 28 Sport+ is designed for lighter riders craving faster speeds with stability. Made using MSL800 it is easy to carry and transport whilst the reduced volume makes it faster to inflate for lighter riders. Tapered width through the back two thirds and reduced volume in the tail allows for efficient water flow and improved agility.
Sport+-126-f+b
Prime Carbon Paddle:
For paddlers wanting top-level performance, the Prime paddle combines light weight with responsive power. Its deep scoop face and critical blade angle deliver an explosive catch and efficient water release, reducing drag and enhancing drive. Balancing strength, stiffness and weight for direct power, precise control and effortless handling, the Prime carbon shaft and 80-square-inch blade with 3K twill carbon handle weigh just 675g.
PRIME-CARBON-PADDLE-8
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