Buy with confidence from The SUP Company
At The SUP Company, we work hard to keep our prices competitive across paddleboards, wings, foils, wetsuits, accessories and watersports equipment. If you find an identical product we sell at a lower price from a UK competitor, we will always take a look.
Where the product is genuinely like-for-like and meets the criteria below, we will do our best to match or beat the competitor’s price so you can still buy from The SUP Company with expert advice, trusted support and proper after-sales service.
The quick answer
If you find the same product cheaper from a genuine UK retailer, send us the link before you order. If the product is identical, in stock, available for immediate delivery and meets our criteria, we will review the request and confirm whether we can match or beat the price.
What qualifies
Identical UK stock
The product must be the same brand, model, size, colour, year and specification, and it must be in stock with both retailers.
What to send
The product and competitor link
Send us the product you want to buy from The SUP Company and a direct link to the competitor’s product page showing the lower price.
Important note
Please ask before ordering
Price matches should be agreed before purchase. We cannot guarantee retrospective price matching after an order has been placed.
Price match criteria
To qualify for a price match, all of the following conditions must be met:
The product must be identical
It must be the same brand, model, size, colour, year, construction, package contents and specification.
The product must be in stock
The item must be in stock and available to buy from both The SUP Company and the competitor at the time of verification.
The competitor must be UK-based
We only consider price matches against genuine UK-based retailers. International retailers are not eligible, particularly where prices may exclude UK VAT, import duties, handling fees or UK delivery costs.
The item must be available for immediate delivery
Pre-orders, back-orders, waiting list items, future stock and items without a clear delivery timeframe are not eligible.
We compare the full buying cost
When reviewing a request, we may consider the total like-for-like cost, including delivery charges, package contents, finance terms and any required accessories included in the competitor’s offer.
How to claim a price match
If your request meets the criteria above, send the details to our team and we will check it for you.
Step 1
Find the product on The SUP Company
Send us the product you would like to purchase from The SUP Company, including size, colour and any package options where relevant.
Step 2
Send the competitor link
Send a direct link to the competitor’s product page showing the lower price. Price comparison sites, screenshots without a live product page, marketplace listings and expired offers may not be accepted.
Step 3
We verify the match
Our team will check stock, product details, price, delivery terms and whether the competitor offer is genuinely like-for-like.
Step 4
We confirm the next step
If approved, we will confirm the matched price and explain how to complete your order within the agreed time window.
Important price match information
How long is a confirmed price match valid for?
Price match offers are valid for 48 hours from the time we confirm the match. The product must be purchased within this window, subject to continued stock availability.
Can price matches be transferred?
No. Price match offers are non-transferable and apply only to the customer who requested and received the approved match.
Are sale, clearance or ex-demo items included?
Clearance, liquidation, refurbished, returned, ex-demo, damaged-box, used, limited-stock or one-off offers may be excluded at our discretion.
Do you match international retailers?
No. We only consider genuine UK-based competitors. International retailers often display prices excluding UK VAT, duty, import fees, handling charges or UK delivery, so they are not eligible.
Do you match marketplace listings?
Marketplace listings, auction sites, private sellers, classified adverts, social media listings and third-party marketplace sellers may be excluded. We need to verify the offer from a genuine UK retailer’s own website.
Can price match be used with other offers?
Price match cannot normally be used in conjunction with other discount codes, finance promotions, bundle offers, loyalty rewards, part-exchange offers or other special promotions unless agreed by The SUP Company.
Can a price match be declined?
Yes. Price matches are subject to verification and approval. We reserve the right to decline a request where the product, competitor, stock status, delivery terms or offer details are not genuinely like-for-like.
Why still buy from The SUP Company?
Price matters, but choosing the right watersports equipment matters too. When you buy from The SUP Company, you are not just buying a box. You are buying from a specialist retailer that can help you choose the right board, wing, foil, paddle or accessory before and after the sale.
Expert advice before you buy
We can help with paddleboard size, wing size, foil compatibility, wetsuit fit, package options and upgrade paths.
Demo and test support
Our Woodmill SUP Test Centre and Lymington wing and foil support help customers make better buying decisions where demo options are suitable and available.
Trusted after-sales help
If you need support after purchase, our team is here to help with setup questions, accessories, spares, warranty guidance and product advice.
Real watersports specialists
We work with leading watersports brands every day and understand the difference between a good price and the right product.
Browse popular categories
Found a better price elsewhere? Browse the product on The SUP Company, then send us the competitor link.
Price Match Promise FAQs
Do you always match competitor prices?
Not always. We review each request individually and only approve price matches where the product, competitor, stock position, delivery terms and offer details are genuinely like-for-like.
Can you beat the competitor price?
Where appropriate, we may match or beat the competitor’s price. This depends on the product, current stock, supplier terms, delivery cost and whether the comparison is genuinely like-for-like.
Can I request a price match after ordering?
Price match requests should be made before ordering. We cannot guarantee retrospective price matching once an order has already been placed.
Do you price match Amazon, eBay or marketplace sellers?
Marketplace listings and third-party sellers may be excluded. We need to verify the offer from a genuine UK retailer’s own website with clear stock, pricing and delivery information.
Do you price match international websites?
No. International retailers are not eligible because prices may exclude UK VAT, import duty, handling fees, warranty support or UK delivery charges.
Can I use finance with a price matched product?
Finance availability may depend on the final order value, product type and current finance terms. Ask us when submitting your price match request and we will confirm what options are available.
How quickly do I need to buy after a price match is approved?
Approved price match offers are valid for 48 hours from confirmation, subject to continued stock availability. After that, the price may need to be checked again.
How do I request a price match?
Email help@thesupco.com with the product you want to buy from The SUP Company and a direct link to the UK competitor’s product page showing the lower price.
Found a lower price elsewhere?
Send us the product you want to buy from The SUP Company and a direct link to the UK competitor’s product page. We will check the details and confirm whether we can match or beat the price.