Is there too much choice, is the industry sustainable for all that are currently in it?!?

A few years ago you'd walk in to any major SUP shop and and see a number of different brands represented, some shops may have had different brands or more choice but for the most part you have the big 4 that were well represented in most! Starboard, Naish, Fanatic and JP, for myself personally at least these are the brands that have lead the way for a number of years..

However these days it seems there is more choice then ever in a market that seems relatively small, you still have the Big 4, but there is a lot more choice with newer brands entering the field such as Smik, One, Infinity and Sunova...

Then you have the guys that have been in the industry for longer, still out there offering epic product, like Bic, Blue Planet, Jimmy Lewis, Surftech, NSP, and SIC..

Also you've got local Aussie brands that make amazing custom boards, as well as offering a large production range such as Deep and Surefire..

And theres theres the price competitive market with guys like ECS and The Surfboard Warehouse, offering good product at unbelievable prices..

Finally theres so many unknown brands out there, guys that have seen the trend in SUP emailed a Chinese factory and got a container of boards, to try and ride the wave up the booming SUP market! I work in a SUP shop in Sydney and the amount of times people bring boards in for repair from brands that I've never even heard of before is ridiculous..

My question to all is, is the market big enough for everyone currently in it?!?

I've heard recently that the guys responsible for distributing Starboard in Australia have gotten out, due to the "current market conditions" Where does this leave arguably the biggest SUP brand in the world, in the Australian market?!?

Is this the beginning of the end for the Australian SUP Industry?!?

Sup Surfing with my helmut and waist leash in September.
After a few trips to Bali in the last few years with my sups next potential visit will be surfboards only.
Sup surfing in one of the most surf crowded places on earth has run its course for me I believe.
Travelling without my wife and kids and exploring more of the infrequent spots may be a different story.
Ive been surfing with the waist leash and contributing to the design with Jon from Balin for a year now and only wear an ankle leash now when its smaller conditions.