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INDIANA Paddle & Surf SUP 2024 Preview

Retail Buyers Guide:  2024 SUP Retail Buyer’s Guide
Brand:  Indiana
Interviewee: Nikolaus Dietrich / Head of Sales

Carry overs were the go-to choice in 2023 to help clear the retailers & distributors existing inventories. Did the strategy pay out?
Yes, absolutely. Offering carry-overs was the only logical consequence when there is too much stock in the market. For INDIANA it is always important to support the dealers & distributors as good as possible. Pushing new products in a full market would have disrupted the relationship to our retailers.

When do you think supply and demand will balance out and why?
Our assumption is, that the supply-demand level will return to a normal level during 2025, not already in 2024. All the cheap SUP Boards from discounter-chains or “no-name” brands etc. have damaged the image of the SUP sport. It will need another year and we are sure that there will be a revival of SUP as a sport or serious outdoor activity.

What is your product strategy for next season? Bold and fresh or a more cautious approach?
Some product categories stay the same but most of the categories get a desugn update. The SUP market and the image of SUP needs some new inspiration.

Which inflatable models are you pushing in 2024? Anything new in the technology/material front to report?
We see an ongoing growth for River-SUPs as well as for our adventure-outdoor “Feather” SUPs (lightweight boards that are easy to carry). Also, we see a lot of potential in our “10’6 Wing Allround Inflatable”, that can be used as SUP- or as Wing-Board: One Board, two possibilities. Also, an ideal board to learn how to handle the Wing for Wing-Foiling. For ambitious and sporty riders, we offer a new model in our “Classic” category, the “14’0 S Touring Inflatable board (with 28” width). It’s the narrower and faster version of the “14’0 Touring inflatable” (with 31’’ width) Our top-seller in the “Classic” category, the “12’6 Touring Inflatable” will be offered in two additional versions: “12’0 S Touring Inflatable”. The narrower and sportier version with (29’’ width) and the “12’6 Ocean Touring Inflatable” with a pronounced nose scoop and tail rocker for easy and smooth rides in wind and waves on the lakes or outside in the open ocean.

(hardboard brands only) How important is the hardboard category for your business? Which boards are still relevant in 2024?
Even if hardboard sales numbers are not as high as for Inflatable Boards, we see it as a very important product group for our credibility as a serious and competent SUP Brand. For 2024 we focus more on sporty Touring Boards and less on pure Race Hardboards. New for 2024 is our Indiana 12’6 Touring S Carbon/Wood 27.5”

How are you supporting retailers through this difficult period?
Retailers that commit to our brand can profit from our Gold-, Silver- and Bronce- Programs. These retailers can purchase demo material for special conditions, will be promoted as “INDIANA Competence Centers” on all our social media platforms and on our shop-finder and finally they get marketing support in form of e.g. Beach-Flags, T-Shirts, Caps, Cofe Cups and much more.

Key Products:

Indiana 12’6 Touring S Carbon/Wood 27.5” (2023SQ):
This 12’6 Touring Wood meets all the demands of a touring board. The more narrow 27.5” shape makes it faster, but still stable. The carbon sandwich construction makes the board robust and light. Thanks to the Paulownia wood veneer on deck, it becomes a feast for the eyes.



Indiana 12’6 Touring Inflatable (1002SQ):
The 12’6 Touring is the perfect choice for micro-adventures and small to medium tours. The 31 inch width ensures tipping stability and safety, while the pointed and flat straight shape ensures rapid progress. The woven Pre-Laminated Double Layer Dropstitch makes it sturdy and stiffer. The fiberglass foot bases in the standing area create a hardboard feeling.



Indiana 11’6 Feather Inflatable (1046SP):
The feather-light board with only 7 kg weight is for adventurers, who like to take their board with them everywhere they go without missing out on performance. The length of 11’6 and the pointed, flat shape allow for brisk speed and good directional-stability. Thanks to the thickness of 6 ’’ it is stiff enough and the volume of 307 liters allows a large payload.



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