Wenonah Adds C4 Waterman to Portfolio

Yesterday at Outdoor Retailer Winter Market, Bill Kueper, Vice President, Wenonah Canoe, Inc. and Todd Bradley, President C4 Waterman, Inc. announced the merger of C4 Waterman into Wenonah’s existing world-wide distribution network.  This merger will improve global access to the C4 Waterman product portfolio leveraging the strength of Wenonah’s established and growing distribution network, say the companies.  Additional synergy is anticipated from Wenonah’s extensive experience and brand legacy in global supply chain management.

“The addition of C4 Waterman SUP, safety, rescue accessories and apparel products to Wenonah’s brand stable makes Wenonah a one-stop-shop for SUP, kayak and canoeing,” Kueper said.

Wenonah’s Founder/Owner, Mike Cichanowski believed in C4 Waterman from the beginning and helped launch the brand at Outdoor Retailer Summer Market in 2007. This introduction to the outdoor industry brought some of Hawaii’s most legendary watermen and a refined, premium line of stand-up paddle (SUP) boards and paddles. Today, C4 is recognized worldwide as the pioneer and innovator of SUP surfing and racing and as the premier brand for SUP boards, paddles and related accessories. The C4 team has continued to break new ground with inflatable SUPs (“iSUP”) and innovative tools for rivers and oceans, water rescue equipment and related soft goods.

“This will be a very exciting  phase for C4 Waterman, with the expansion of the brand well beyond the stand-up paddle equipment that we are best known for, our portfolio of new innovations is now ready to share with the world,” said Bradley.

Brian Keaulana, co-founder of C4 Waterman, added, “As we’ve always said, ‘waterman’ is more than a word, it’s a lifestyle. No single piece of equipment defines a waterman. Partnering with Wenonah Canoe will allow us to become the company we have always envisioned: a lifestyle brand providing the best quality products to make the waterman’s time on the water as productive and enjoyable as possible. We look forward to exploring the many opportunities that lie ahead.”

Initially, resources will be focused on delivering a transparent experience for customers and consumers in all areas, including customer service, supply chains and future innovation, say the companies.  Integration of C4 into Wenonah’s corporate structure is expected to be complete by ORSM 2014.