What's going on at Unifoil and why is everything being advertised at super low prices? Is this a fake shop? uni-foil.com
Or is the brand in trouble? I remember a setup like this going for 2000+ eur.. maybe 2200 or 2400. Weird? Strange? Suspicious?
They have moved to a Direct to Consumer sales channel. As a result, they have been able to significantly reduce prices.
Select to expand quoteWindy2 said..
They have moved to a Direct to Consumer sales channel. As a result, they have been able to significantly reduce prices.
Ufff price reduction by nearly 50% sounds a lot. Did they go philanthropic too? If customers willing to pay 2000+ eur for a Unifoil setup why then to offer prices in the 1200 eur range.
Anyway happy for those jumping on these now. They always struck me as super good foils!
Regularly looked at them. Never went for them as there is no obvious EU online shop. Prices were quoted in EUR but shipment would be coming from far Asia and (when I asked) they reduce the stated value of the product to 'help' with import duties. That sounded a bit tricky to me. Last thing I want is gamble on paying a hefty import duty.
I did see actual shops in EU selling them at Armstrong level pricing .
They are still shipping a lot of the product from Asia. Lowering prices, but holding their margins by cutting out the distribution network, and trying to increase market share. From what I can tell they are trying to gain market share in the surf market. They have also stated they can do some more niche products with limited run with this new business model, which should be interesting. I used to ride on Uni and they are great foils - particularly at this pricepoint.
Went direct to consumer and is now dumping product below the previous dealer cost -burning their bridges to their biggest supporters.
Looks very much like an act of desperation by a brand that is swirling the drain. I'll be surprised if they are still in business at the end of '26
Indeed, it does have a little bit of a Takuma feel to it. Highly rated foils and then something 'snapped' and the price dumping started. Makes you wonder if to buy now that the platform still exists in a year.
I just checked the price at a German retailer where the price of an evolution front wing is still considerably above the direct price. That's bad news for the retailers that took on stock.
Hard to make a clean break from the retailer network to DTC. Once you make the break you can't go back. They have openly acknowledged that the break would be kind of messy before they hit their stride. There are two possible outcomes here - it works and more brands follow suit, or it fails and Uni goes under. I could definitely see them gaining market share at these prices and if I was just getting into the sport without an ecosystem, it is what I would buy.
Lift is another company that has been dumping foils and boards at ~50% discount DTC.
Select to expand quotejdfoils said..
Went direct to consumer and is now dumping product below the previous dealer cost -burning their bridges to their biggest supporters.
Looks very much like an act of desperation by a brand that is swirling the drain. I'll be surprised if they are still in business at the end of '26
Yeah dealers now stuck with stock they can't shift , shot themselves in the foot IMHO. Don't know what's going on with Lift as well people seem to be moving away , I struggled to get half price for my mint Lift gear second hand.
Select to expand quotejdfoils said..
Lift is another company that has been dumping foils and boards at ~50% discount DTC.
I can't seem to find discounts on lift foils .
Lift Aus web site has been shut down . Looks like the 50% off is if you order direct , Black Friday Sale .
decent foil system actually - this is a weird move . in general never works out in the long term - but hey you never know this time might be different.
Select to expand quotecamerongraham said..
I'm confused
JK was on Unifoil and now on Code. Confusing indeed
It looks like they are reposting old photos of former pro team riders to try and move the last of their gear that they can't seem to sell.
I don't understand the negativity here. I am stoked that a reputable brand is going to be more affordable. I was just about to switch to the code s but am most likely going to the evolution now. The code is now twice as expensive for the system.
how is this bad for us riders?
Select to expand quotelowcountryfoil said..
I don't understand the negativity here. I am stoked that a reputable brand is going to be more affordable. I was just about to switch to the code s but am most likely going to the evolution now. The code is now twice as expensive for the system.
how is this bad for us riders?
Only bad if Unifoil cease to exist in the coming months, then your purchase looks expensive.
I don't think there's significant negativity here. Totally fine for you and many others to be stoked about the lower prices. Also totally normal for people to question the stability of a company that's going through a big change in a strange economic situation.
Select to expand quoteBWalnut said..
It looks like they are reposting old photos of former pro team riders to try and move the last of their gear that they can't seem to sell.
Yep, those screenshots are from Unifoil FB feeds over the past few days. Not quite False Advertising but definitely "Misleading" in my view
I can see your point. My first reaction was just that they're trying anything they can to move old stock which doesn't bother me.
I expect social media to be about the new and shiny stuff though. It doesn't draw me into the brand when I see outdated stuff from ex riders. Maybe they have a marketing plan/angle that works for them and doesn't click for me though.
Direct to customer model has never worked well with the water sports industry - that being said who says it won't work this time. Have a few key guys to demo gear locally, conduits to unifoil - it's just the warranty issues that could be a problem. But hey it's a brave new world.
Select to expand quoteeppo said..
Direct to customer model has never worked well with the water sports industry - that being said who says it won't work this time. Have a few key guys to demo gear locally, conduits to unifoil - it's just the warranty issues that could be a problem. But hey it's a brave new world.
Gong is direct to consumer and huge in Europe.
Select to expand quotechurry said..eppo said..
Direct to customer model has never worked well with the water sports industry - that being said who says it won't work this time. Have a few key guys to demo gear locally, conduits to unifoil - it's just the warranty issues that could be a problem. But hey it's a brave new world.
Gong is direct to consumer and huge in Europe.
Good point. So they have no retail infrastructure?
Just the space center as far as I've heard. But it looks pretty epic for a shop!
Switch and Best are the two big ones that failed the direct customer model, I'm sure there are many others. I've heard warranty support is an absolute nightmare when going direct.
Select to expand quoteeppo said..
Direct to customer model has never worked well with the water sports industry - that being said who says it won't work this time. Have a few key guys to demo gear locally, conduits to unifoil - it's just the warranty issues that could be a problem. But hey it's a brave new world.
Gong and Takoon to name two are booming in Europe. Unifoil are ahead of the curve with direct to customer sales imo. The market is getting ever crowded, most people order online, direct to customer seems the obvious route imo..
Select to expand quoteairsail said..
Switch and Best are the two big ones that failed the direct customer model, I'm sure there are many others. I've heard warranty support is an absolute nightmare when going direct.
yeh was going to mention the warranty complications. Well let's see if it works they might be onto something.
