Norden 2023 SUP Preview

Norden 2023 SUP Preview

Retail Buyers Guide:  SUP 2023 Retail Buyer‘s Guide
Brand:  Norden
Interviewee: Andy Wirtz, Owner, Founder, CEO

2022 has been marked by overstocks for many players in the SUP industry. Was it the case for your company?

Yes, it was the same situation for us, we still have plenty of stock.


Inflation is in everyone’s mouth, so how do you keep up with the costs rise (production/shipment)? How much of an increase of price points are we talking for 2023

We based our 2023 calculations on the increase of 2022 but of course we had to cut a lot of margins for us and for the retailers, we could not hand this over to the consumer. Some costs for shipping and suppliers in Asia have eased of a bit, so for the moment it should be ok, but you never know what comes next.


Spring is on the corner: can you guaranty an early delivery of goods in Europe?

We still have a lot of goods in stock and will only need to restock for the summer. We decided to do a lot of carry over products and decided to have a few new highlights later in the season, instead of dumping our products into the market with heavy discounts. 


Which inflatable models are you pushing in 2023? Please list the technologies/materials which make those iSUPs outstanding?

We don’t do inflatables.


Hardboards: is the category worth stocking for retailers or is the D2C channel more appropriate for such SUPs affiliated with experienced riders?

Everybody should have noticed that the ISUP market has slowed down a lot, the gold rush in this category is over. Retailers that take SUPing serious will be selling more and more hardboards but as not every dealer is keen on stocking hardboards, we will also sell more boards B2C. But to answer your question, hardboards are on the rise for sure, slowly but surely.


What do you offer when it comes to foiling/wing in the SUP category? Is the foil still boosting SUP sales?

We have SUP foilboards that are also great beginner wingboards. In the past we could not really see a boost in SUP Foiling at all but with the new downwind-board designs this might change, the media is full of clips people riding these new Foilcrafts, even with the wing in very light winds or flat water pumping. We are currently working on a new design that offers the performance and is still easy to use.


Any piece of advice to give to brick & mortar retailers concerning their order sorting?

Come back to the core of watersports, make sure to take care of the intermediate and beginners, have a good internet presence, be active on the beach and participate in the sport. Opening a shop, writing Surf Shop on the wall and waiting behind the counter that customers come in and buy products, these times are long over. 

Norden 2023 SUP Preview

Norden 2023 SUP Preview

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