Norden SUP 2026 Preview
Retail Buyers Guide: SUP 2026 Retail Buyer’s Guide
Brand: Norden
Interviewee: CEO
What is your assessment of the 2025 business: new impetus, cleared old stocks, sounder growth, better quality products ?
Carry Over models, more stabil prices, improve margins, reduce variety
Do you favor segmented distribution channels? (entry-level allrounders via online D2C and sports chain stores, advanced models for core retailers?)
We don´t favor any, because all channels are important and necessary to reach the numbers. We need the core retailers to be visible and have professional service on our product, we need the chain stores to reach a wider audience and we need the D2C business, to reach all potential clients in all corners that don´t have a shop nearby and need professional guidance which they can get from the companies first hand.
Which are your key inflatable models for 2026 in the Allround/Cruising segments?
No inflatables
Which Specialty iSUPs are growing/decreasing in 2026 ? (Race & Flatwater, River, Fishing, SUP-Kayak, SUP surfing…)
No Inflatables
Is innovation stalling or did the SUP reach maturity regarding designs and constructions?
The industry is going back and forth with their technologies, from PVC to Carbon, to wood-flax, to clear hand laminated, back to carbon/pvc. Besides the hallow constructions, also nothing new though, it´s all back and forth. We also try our bits and pieces but for mass production we stick to what´s has been proven over the years. We have everything, from super light to super strong, from super fancy to affordable, no experiments on our customers.
(hardboard brands only) Which hardboard styles do you push on the forefront of your range? And what about sales volumes compared to inflatables?
We are a core hardboard brand whit our roots in surfing. As the 12ft plus Touring and recreational shapes are stagnating a bit now, we are trying get the people back on the surf sups and more play full shapes again. There is a lot of people out there that went from SUPing to surfing but actually had more fun SUPing then surfing because it is so much easier to catch a wave, we want to show that again.
How can you help retailers make a difference when most SUPs are at a click’s range online?
Well, with inflatables it´s going to be hard beet, get information, then order online, all can be shipped by parcel services. With Hardboards it´s a different game, physical shops have a clear advantage, shipping is difficult and very pricy these days. This fact can bring customers back to shops again. We are a pure hardboard brand, we have stock, keep the range always small but available, drop ship, etc. that is helpful for a shop.
Key Products:
Pintail wood sandwich, 10´0x29 ½, 152l:
Reliable and affordable construction, Surf-Allround/Entry Level to Advanced Longboard SUP
norden-surfboards-pintail-SUP-10-atlantic-v2
Pintail SGT/ Surf Glass Technology,9´6x 28.5, 125l:
Technical, Light & Beautiful hand laminated Surf Style Longboard SUP that the Surfer amongst the SUPers will love
norden-surfboards-pintail-SUP-96-SGT-v2
Big Diamond Freestyle, 9´8x 32,165l:
Back to the Roots – Wide Body SUP Allround Longboard with Full Deck EVA, very Beginner Friendly, very Allround-ish, One-for-All.
surfboards-pintail-SUP-Diamond-98-full-EVA-atlantic
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