Screenshot 2024-06-07 at 09.07.45

Sandbanks SUP 2024 Preview

Retail Buyers Guide:  2024 SUP Retail Buyer’s Guide
Brand:  Sandbanks
Interviewee: Jordan Belcher, managing partner

Carry overs were the go-to choice in 2023 to help clear the retailers & distributors existing inventories. Did the strategy pay out?
I think almost all distributors and therefore retailers were facing the challenge of having surplus stock. We certainly  found that selling current stock before producing too many new ranges was beneficial for us.

When do you think supply and demand will balance out and why?
Supply is already starting to balance out demand. The industry had a few years of exceptional demand and that demand reduced very suddenly as we moved into a post lock down world. Manufacturers simply couldn’t predict that demand would reduce as quickly as it did, and the market became saturated overnight. Many companies have now reduced their predicted sales number to match market demand and others who only jumped into paddleboarding while it was experiencing exceptional growth are now selling of their remaining stock and looking at supplying other products. It might take a little while longer but the market is stabilizing.

What is your product strategy for next season? Bold and fresh or a more cautious approach?
We will continue this season with a more cautious approach with a bolder change planned for next year. Having said that we are looking at adding some very exciting new products for 2024.

Which inflatable models are you pushing in 2024? Anything new in the technology/material front to report?
We will be pushing our all-rounder range primarily (Ultimate’s, Elites and Crusiers). We find that these are the boards that our customers seem to love the most. We have also found an increase in demand for touring boards as more people are looking to upgrade. We are introducing a new welding method for this year which will make the boards stronger more durable than ever. We will also be increasing the number of boards with lightweight cross-stitch technology.

(hardboard brands only) How important is the hardboard category for your business? Which boards are still relevant in 2024?

How are you supporting retailers through this difficult period?
We have continued to include retailers in our discounts and sales, making sure they continue to get as much of their original margin as possible.

Key Products:

Ultimate 10’6’’ x 32’’ x 6’’:
There are a few boards in our all-rounder collection which remain incredibly popular with our customers however, the Ultimate’s with their eye-catching designs, great versatility and impressive durability are the most popular of them all.

Ult Malibu Front

Ult Malibu

Sports touring classic and art:
Our touring boards have become more popular as customers have been looking to upgrade their paddling. It’s also a very impressive board that more people should be encouraged to ride.

Sports Touring Art Front

Touring Art

Optimal & Explorer inflatable kayaks:
Not a paddleboard but growing in popularity tremendously. These drop stitch kayaks are an absolute game changer for anyone looking to get an inflatable.



Brand Previews


120 Red Paddle SUP
120 Mistral SUP
120 Indiana SUP

Retail Buyer’s Guides


Screenshot 2024-05-17 at 14.07.10
Send this to a friend