RED PADDLE CO
Jessica Davies, Luke Green and Ollie Tudge, Red Paddle Co
Red Paddle Co is the leading premium inflatable paddle board manufacturer in the world, selling locally in 60 markets. It scooped the award for Best Business to Consumer Performance: Active Lifestyle & Sports sponsored by Citipost.
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With focus on delivering high performance, quality, good looking products, Red Paddle Co concedes that 2021 was a tough year amidst the pandemic but that it came together as a business to achieve impressive growth.
At the end of 2020 it merged its two brands Red Original and Red Paddle to offers its customer a single platform. Ten, as part of this, it re- platformed from Wordpress WooCommerce to Shopify Plus and set up the new site under a new domain Red Equipment to “best encapsulate” both brands.
Re-platforming enabled it to offer transactional stores for its main distributors resulting in 8 sites being launched worldwide with three in local languages with the same theme and similar content, allowing for local terminology. Via Global-e it is also able to service customers in any country.
With 1000 retailer customers selling its products globally, it added a ‘Find a Shop’ function on all products pages to support them. It also vows to never undercut its retailers, maintaining RRP
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across the whole site. Whenever promotions are implemented, it is aways done in conjunction with its retailers so that all are on a level playing field. It is this unique point of difference (as well as high demand for its products) that the business was able to secure further high-profile premium retailers during 2021, including John Lewis, Ellis Brigham, Wiggle and Surfdome.
Further support for the brand came via its paddle boarding events – in 2021 it ran six across the world to which customers were invited to join for a weekend of activities on and off the water. It worked with partner brands to develop and deliver the very popular events.
Separately, it also began to sell old season stock on Amazon via a branded store.
Growth was driven through its new site, successful new product launches as well as via affiliates and email marketing to its 78 per cent larger database.
Te business began the application process to become a B Corporation as it continues on its growth path.
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