Duotone SUP 2026 Preview

Retail Buyers Guide: SUP 2026 Retail Buyer’s Guide
Brand: Duotone
Interviewee: Alexander Hasch Head of Marketing & Sales DTW

What is your assessment of the 2025 business: new impetus, cleared old stocks, sounder growth, better quality products ?
2025 has been a transition year where the market is moving from correction to stabilization. We’ve seen old inventory largely cleared across most channels, which has helped restore healthier pricing structures and brand positioning. At Duotone, the focus hasn’t been on chasing volume but on reinforcing product value and technical differentiation. The result is a more sustainable growth trajectory, with better-aligned supply and demand and a stronger emphasis on quality over quantity. There’s also a noticeable shift in consumer behavior: fewer impulse buys, more informed decisions, and greater appreciation for performance and durability.

Do you favor segmented distribution channels? (entry-level allrounders via online D2C and sports chain stores, advanced models for core retailers?)
Yes—but with a clear brand-driven approach. We believe segmentation is necessary, but it must not dilute brand perception. Entry-level products can benefit from broader accessibility, including selective D2C and larger retail environments. However, core and performance-oriented models require specialist retail. Our priority remains supporting independent retailers who provide expertise, service, and community engagement—something that cannot be replicated online. Rather than splitting ranges artificially, we focus on ensuring each product is sold in an environment that matches its complexity and user expectations.

Which are your key inflatable models for 2026 in the Allround/Cruising segments?
For 2026, our inflatable lineup focuses on refinement rather than expansion:

Allround segment: Flow Air SLS & Grace Air SLS 10´4´´ àVersatile, stable boards with very good stiffness-to-weight ratios, targeting first-time paddlers without compromising glide.
Cruising/Touring segment: Raven Air SLS & Blitz Air SLS à Streamlined outlines with enhanced efficiency and tracking, ideal for progressing riders

Key developments include upgraded construction technologies (woven dropstitch, refined rail bonding for much better durability and long life) and optimized shapes for better glide per stroke. Rather than adding more SKUs, we are concentrating on fewer, more refined models that clearly outperform in their category.

Which Specialty iSUPs are growing/decreasing in 2026 ? (Race & Flatwater, River, Fishing, SUP-Kayak, SUP surfing…)
We see a clear divergence between growing and consolidating segments:

Growing:

SUP-Kayak hybrids (driven by versatility and family use)
Touring/Flatwater (fitness and exploration trends)
Light race-oriented boards (accessible performance)

Stable to declining:

Pure race boards (more niche, less entry-level appeal)
Fishing SUPs (market saturation in some regions)
River SUP (remains regional and technical)

SUP surfing remains stable but closely tied to core coastal markets and cross-over users from other board sports.

Is innovation stalling or did the SUP reach maturity regarding designs and constructions?
SUP is not stagnating—but it is maturing. The era of radical shape experimentation is largely behind us. Today, innovation is more about refinement and materials than reinventing board categories. We’re seeing meaningful progress in:

Construction (woven dropstitch, fusion technologies)
Weight reduction without compromising stiffness
Sustainability (materials and production processes)

At Duotone, innovation means delivering tangible performance gains rather than marketing-driven features.

(hardboard brands only) Which hardboard styles do you push on the forefront of your range? And what about sales volumes compared to inflatables?
While inflatables dominate volume globally, hardboards remain essential for performance-oriented segments. Our focus is on:

Performance surf SUPs
High-performance touring/race boards

These categories define brand credibility and push design boundaries, even if volumes are lower compared to inflatables. Inflatables drive accessibility and scale; hardboards drive innovation and brand identity.

How can you help retailers make a difference when most SUPs are at a click’s range online?
Retailers remain central to the SUP ecosystem—but their role is evolving. We support them by:

Offering technically differentiated products that justify in-store expertise
Providing strong storytelling and product education tools
Limiting over-distribution to protect margins and brand value
Encouraging demo programs and local community engagement

The key is shifting from transactional selling to experience-driven retail. A knowledgeable retailer who can guide the customer to the right product will always outperform a purely price-driven online sale.

Key Products:

Alfa WS Air Package:

DTS26_iSUP_Alfa_WS_Air_Package_FAS_edition

Blitz Air:

DTS26_iSUP_Blitz_Air_SLS

Grace Air 10´4:

DTS26_iSUP_Grace_Air_10´4_SLS_Package_FAS_edition