Norden Surfboards 2026 Preview

Retail Buyers Guide: Surfboards 2026 Retail Buyer’s Guide
Brand: Norden
Interviewee: Andy Wirtz, CEO

The latest market studies show a 25% growth in worldwide participation between 2018 and 2024? Does this translate in your sales pattern?
I don´t see 25% percent growth in the past 3 years anymore. With the post covid sales hitting the sealing, the growth also hit the sealing. The past 3 years camps and schools also witnessing stagnating or decreasing numbers, same as retail. At least from the feedback we have.

Can you share the sales ratio between stock boards, custom orders, online D2C vs brick and mortar shops?
There is definitely growth on custom orders, people are willing to pay an extra Euro to get something special. For the stock, I´d say the numbers are slowly recovering but are not where they should be, or haven been, yet. We are still facing the fact that there is still lots of retailers closing their doors and there will be less shops in the future. We will have to see now, if this strengthens the remaining shops and creates a healthier, less overpowered market. For brands the only way to reach all potential clients is with D2C, the retail net is just not as it used to be. I believe a retail shop with a strong physical presents combined with a good webshop still has a chance and will be important in the future. Pure Onlineshops,…not so sure!?

How can we lure back the newcomers into hardboards while softboards are their go-to choice?
From the experienced surfers side, that is already happening, the big craze for the softtops is already over. For the beginners, it is still a natural progress, the buy a softtop first, then they move on to a propper hardboard. Then again there is a big crowd of people, who are just surfing in their holiday and don´t want to improve there performance so much or at least they just don´t because of a lack of time in the water. For those, and this is a big market, high quality softtops, that can offer the same longevity a hardboard are an important product.

Which are the most sought after designs in 2026? (Mids, fish, grovelers, hi-perf, logs…)
For our brand it´s all over the show at the moment, any funboard type surfboard is sought after. I think the big trend, is the variety and building a quiver. So we need to offer a this variety and should not be specialized.

In comparison, which designs tend to fall back?
I´d say the hippster softtop, may the o-so-hard to ride log longboard, here people are looking for something more allround-ish, easier to ride.

Construction wise, EPS/Epoxy+carbon is gaining momentum. Do you think the fancy tech constructions are all smoke and mirrors, and PU boards won’t disappear shortly?
Well there is a reason that the PU board is still there, easy to make, easy to repair, if built right it can last long and wellpriced. None of that is covered by the epoxy board. Epoxy boards are specialized equipment, very good at one thing but not as allround-ish in all aspects. We need to progress in building equipment, so we should keep on developing these products but no, we are not there yet, that the standard PU will disappear, not at all.

Organic grown and eco-blanks are available for mass production nowadays: what is your take on those?
Same as above, this is all great and we should keep pushing using eco-blanks and whatever the reduce the impact on our environment but at the end the consumer needs to understand, that making the world a better place costs money and as much as they all want this, they are not willing to pay the price for it. As an industry we can offer lots off improvements and solution but the consumer is the one that decides in which direction the market will go. With our products our main focus is to built boards that last, leave as little trash behind as possible and are affordable.

Any tips for retailers trying to sort out their order sheets with more designs available than they can actually stock?
Stock the boards for the crowds, Mini Mals and Softboards for the beginners, very Allround-ish models for the intermediate, have all accessories available and only custom order more advanced boards, weather that be highperformance shortboards, retro stuff for individualists or boards in fancy constructions, preferable from companies that can produce close by.

Key Products:

Softboard School Edition:
Build like a real Surfboard in a Softboard Outfit, Ultra Durable construction, colored guiding ade EVA deck, refined rails and rocker line. Ideal for schools and retail, built to last.

norden-surfboards-softboard-front

Mini Malibu Firs Ride:
High quality indestructible wood-sandwich construction, available in many different colors for affordable prices, ideal for rentals and budget customers, ideal for beginners and intermediates