Emerging brand SUPERbrand started as a surfboard maker and has expanded into apparel.
The brand believes it represents the next generation of surfing, and has done some unique collaborations like a beer partnership with Pizza Port Brewing Company called SUPERkolsch, which was served throughout San Diego County this summer.
CEO Marcelo Bengoechea reports it was an especially fun collaboration to promote and to consume. He answered some questions for us about SUPERbrand and its future plans.
What’s new with SUPER? How is business?
Marcelo: Business is great, thanks for asking. We just got nominated for the third year in a row for SIMA’s Surfboard of the Year award with the Mad Cat, Clay Marzo’s signature pro model. For a young brand like ours, it is an honor to be included amongst the best.
The past two years have been awesome, challenging and productive. What started with surfboards in 2008 is now evolving to a whole brand approach, with apparel being a big focus and opportunity. There’s nothing more core to surfing than surfboards, but we are building a brand, not just boards.
I like to believe SUPERbrand is the surf brand of the new generation that is changing what surf means, in and out of the water. We have been in business for a short time and it’s pretty impressive to realize how much we have accomplished without a lot of resources.
Usually California brands start locally and grow from there. We have more of a global mindset and we believe that SUPERbrand belongs to all who love surf, design, creativity, and originality around the world. We like to do things differently, from our surfboards being designed by a Shapers’ Collective to the way our apparel connects to the boards while remaining fashion-forward and easy to wear. We will continue to make our own path, and somehow disrupt and evolve the industry we all love and appreciate.
What’s the Shapers Collective?
Marcelo: SUPERbrand surfboards are not based on a single shaper like Rusty, Al Merrick, Matt Biolos, or Darren Handle. We have a group of shapers from around the world collaborating with the mission of designing the best possible boards. Then the boards are shaped by local shapers belonging to the Collective. The Collective is always evolving with shapers coming and going after a few seasons. You can check out more on our website. https://www.superbranded.com/shapers-collective
Who owns the brand and how is it financed? Do you have the investment you need?
Marcelo: The owner is a South African named Mark Teperson. He is not involved in the day-to-day and prefers to remain on the sidelines.
As far as financing, the brand is privately funded and we do have enough money to continue as it is.
Can you talk about the extension into apparel from hardgoods? Where can we find the apparel?
Marcelo: We are just in our second season (Fall ‘15) since establishing a direction that made sense for the brand and market. Surfboards and apparel relate to each other. They do not depend on each other though. They stand on their own. That relationship can be found in shared graphics and also in the smallest details like board dimensions included in our prints and recycled surfboard graphics being used as T-shirt pockets.
Our apparel categories include boardshorts, printables, knits, cut and sew, jackets, headwear, etc. Our apparel team has experience at brands like O’Neill, Volcom, Fox and Reef.
On the West Coast we have some apparel-only accounts like Jack’s and Hansen’s that keep re-ordering and giving us nice representation on the floor. Then there are the surfboards and apparel accounts. On the East Coast, Heritage, OBBC and Aqua East for example, carry a combination of boards and apparel that makes sense to them. Then there are the surfboards-only accounts like Surf Ride and HSS. We welcome all approaches but aim at having apparel in all our accounts soon.Â
Can you talk about your expanded distribution internationally?
Marcelo: We have a significant global footprint thanks to our surfboards and international team leading the way. With apparel taking a more central role in the brand it made sense to expand and improve our international distribution. We recently teamed up with Xtrementerprise (better known in Europe for Xtreme Video, GoPro, Skullcandy among others) with a joint venture to launch SUPERbrand Europe so we can cater to the European market properly. It is just getting started, but we are already seeing a positive response to that initiative and look forward to 2016 as a great indicator year.
