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Business is booming for the Swedish SUP manufacturer Black Cat Boards. Prime Penguin has helped them to get on top of their lagging logistics and ready to meet the high demand. 

SUP stands for Standup Paddleboarding and its current form originated in Waikiki, Hawaii in 1940. The sport has become widely popular lately for its inclusiveness and as a way to experience nature by water. SUP boards are now used in all kinds of sports and applications, such as touring, yoga, river racing, and fishing.

Black Cat Boards have grown a loyal fanbase with their high-quality products and attention to detail. They work with continuous product development and invest heavily in producing the best products on the market. They are now experiencing tremendous growth and their products sell out fast. But this has not always been the case. Like any passionate entrepreneur, Jonas Palm and his co-founder started out with years of building, testing, and improving. With very little marketing effort they have instead relied on product excellence and customer care. This is a company run by passion and a love for water and outdoor sports.  And their long-term strategy is starting to pay off.


“People are warming up to water sports, even in the Nordics. With the restrictions on traveling and socializing, more people turn to nature. Our previous logistics operations couldn’t hold the pressure of demand. We are very happy to finally have a solution in place that allows us to devote our time to product and customers.” – Jonas Palm, CEO, co-founder

Black cat board contacted Prime Penguin to get a fully automated fulfillment solution and lower their logistic costs. Their direct-to-consumer (D2C) sales are generated through their own webshop and not via an off-the-shelf e-commerce platform. Prime Penguin has therefore assisted in building a customized integration and connected them to a trusted third-party-logistic (3PL) provider.

Their entire logistics now run smoothly and they have full technical support going forward. In addition, Prime Penguin is working on a solution to automatically import manual orders and pre-orders into their logistics flow. 

As the company grows Black Cat will have a technological solution that can meet future demand. Connections to additional sales channels and warehouses can easily and very cost-efficient be added to their current setup.

“We’ve had a lot of interest from Spain and southern Europe. When we start to increase our order volumes outside of our home market we feel very comfortable with our solution with Prime Penguin.”– Jonas Palm, CEO, co-founder

Make sure to visit to learn more about the brand. 

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