There seems to be a trend of companies starting second or even third brands, either to top into new markets, customer groups, price segments, or to be able to supply to different retailers in the same area.

To name a few:

Airboard, GIG
Rogue, Smooth
BIC, Earth SUP

New at this year's Surf Expo:

Art in Surf, Fun 4 All :



They also use the almost indestructible polycarbonate clad, great for rentals:



Focus SUP, Prime :