Is Your SUP Brand Ready For Summer 2025? What Distributors Are Buying Now

Summer is the biggest season for the paddle board business. But if you're a brand owner, distributor, or wholesaler, you know one truth-preparation starts early.

By the time summer hits, most of the top-selling boards are already in stores or on the water. Distributors are placing orders now. They are asking for new features, fresh designs, and better value. If your brand isn't ready, you could miss the best months of the year.

At Ridewave, we talk to B2B clients every day. This blog shares what they're buying now, what they're looking for, and how your brand can stand out in 2025.

In 2025, Europe continues to be a leader in SUP demand, especially in countries like Germany, Poland, France, and the Netherlands. Australia and North America are close behind. These buyers are not just looking for the cheapest option-they want reliable products, unique designs, and consistent delivery.

Many distributors tell us they're planning summer 2025 orders in Q1 and Q2. They are testing samples now. If your lineup is not already in front of them, it's time to move fast.

What's trending in these markets?

Ultralight SUPs for easy transport

Unique all-rounder designs for families and beginners

Professional touring boards for rental and fitness

Custom OEM boards with regional themes

Ridewave Insight:

In early 2025, Ridewave received a 40% increase in sample requests from European buyers compared to last year. That tells us the market is warming up early.

Let's talk about the boards that are getting the most attention.

🏄‍♂️ All-Round Boards

Still the king. Easy to use, great for all skill levels. Distributors love all-round SUPs because they sell fast. Ridewave's 10'6 All-Round Ultralight model is especially popular-lightweight, durable, and easy to pack.

🌊 Touring Boards

Longer and faster. Perfect for fitness paddlers and rental fleets. Distributors want boards that balance speed and comfort. Ridewave's 12'6 Touring SUP comes with a waterproof dry bag and reinforced rails, making it a top seller.

👨‍👩‍👧‍👦 Family and Kids' SUPs

More families are buying paddle boards. In 2025, smaller SUPs for kids and multi-person boards for families are growing in demand. Ridewave offers custom printed kids' SUPs with fun animal themes.

🧘 Yoga and Fitness Boards

Stable, wide, and soft. Great for calm waters and beach resorts. Brands offering niche products like these are attracting premium buyers.

Design is key. Distributors want paddle boards that look amazing on the shelf and even better in customer photos. Here are the main trends:

🎨 Color Trends

Soft pastel tones are popular in northern Europe

Tropical colors sell well in Mediterranean countries

Bold, graphic prints for Gen Z buyers

🦁 Animal and Nature Prints

Ridewave's Lion Series SUP with tribal-style artwork is one of our bestsellers in 2025. Buyers say it "pops" in showrooms and stands out in online listings.

✨ Premium Details

Distributors also look for clean seams, matching paddles, and branded accessories. These details give a premium feel-even on entry-level boards.

Tip: Let customers choose colors or custom designs with low MOQs. Ridewave supports full-color OEM prints starting at just 100pcs.

It's not just about the board anymore. Distributors want full package value. That includes accessories.

Popular Add-ons in 2025:

Electric pump (fast and easy inflation)

Dry bag (waterproof and branded)

Convertible kayak seat

Cooler box (for drinks or fishing trips)

Camera mounts and phone holders

Ridewave offers bundle deals for these. One buyer from Spain said, "Your bundle kit made our product stand out immediately."

Packaging Tip:

Custom box or backpack designs increase shelf appeal. Ridewave offers OEM backpacks with logo and matching color themes.

Distributors want brands they can call their own. OEM and ODM services are more important than ever in 2025.

What Buyers Request:

Private label board prints

Custom branded paddles, bags, and manuals

English or local language packaging

Small-batch logo printing for trial orders

Ridewave's factory offers in-house printing, meaning faster lead times and better color quality. Even small distributors appreciate the ability to get custom packaging for just 100 boards.

Case Study:

A Polish buyer launched their own sub-brand using Ridewave's boards + their label. They sold out in 3 months and placed a second order for 500 units.

You can have the best product, but if it ships late-you lose sales.

Distributors are now asking:

"What's your production lead time?"

"How soon can I get samples?"

"Can you ship DDP or to Amazon FBA?"

Ridewave answers yes to all. Our average production time for repeat orders is 25–30 days. For most SKUs, samples are ready in 5–7 days.

We also help customers with shipping options-FOB, DDP, or container consolidation. One UK customer thanked us for helping them cut 12 days from their delivery schedule.

Here's what distributors are telling us:

"We see the same boards again and again. We want something with a story, with personality."

So, how can your SUP brand be different?

✅ Website

Make sure your website is clear, fast, and has detailed product info. Ridewave's site (ridewavesup.com) gets regular inquiries thanks to strong product pages, images, and downloadable catalogs.

✅ Social Proof

Show real people using your boards. Instagram, YouTube, and TikTok videos help build trust. Ridewave shares dealer content weekly to support partners.

✅ Quality Branding

Packaging, logos, instruction manuals, thank-you cards. All of these make a difference. Ridewave offers full branding kits.

As of May 2025, here's what Ridewave distributors are ordering the most:

10'6 All-Round Ultralight (best for first-time paddlers)

11' Touring Board with Kayak Seat Bundle

Lion Print Series for Youth and Rental Shops

Kids' 8' SUP with Animal Graphics

Family SUP (15') for Resort Rentals

They're also requesting:

OEM logos on paddle blades

Custom packaging sets with accessories

Shorter MOQ for testing (starting at 50pcs)

Distributors say the #1 reason they choose Ridewave is reliability-on quality, packaging, and delivery.

Here's a quick list to check your brand readiness for Summer 2025:

✅ Do you have new designs ready to show?

✅ Are your samples available now?

✅ Can you meet European or US quality standards?

✅ Do you offer full accessory bundles?

✅ Is your lead time under 40 days?

✅ Do you support OEM and private label?

If you're missing any of these-Ridewave can help.