Today at Outdoor Retailer Winter Market, Bill Kueper, Vice President, Wenonah Canoe, Inc. and Todd Bradley, President C4 Waterman, Inc. announced the merger of C4 Waterman into Wenonah’s existing world-wide distribution network.

This merger will improve global access to the C4 Waterman product portfolio leveraging the strength of Wenonah’s established and growing distribution network. Additional synergy is anticipated from Wenonah’s extensive experience and brand legacy in global supply chain management. Kueper said, “The addition of C4 Waterman SUP, safety, rescue accessories and apparel products to Wenonah’s brand stable makes Wenonah a one-stop-shop for SUP, kayak and canoeing.” C4 Waterman, Inc., a Hawaii- based adventure sports company making tools to support the waterman lifestyle, merging with Wenonah ensures the Hawaiian company’s position as a premiere brand in the global action sports industry.

Wenonah’s Founder/Owner, Mike Cichanowski believed in C4 Waterman from the beginning and helped launch the brand at Outdoor Retailer Summer Market in 2007. This introduction to the outdoor industry brought some of Hawaii’s most legendary watermen and a refined, premium line of stand-up paddle (SUP) boards and paddles. Today, C4 is recognized worldwide as the pioneer and innovator of SUP surfing and racing and as the premier brand for SUP boards, paddles and related accessories. The C4 team has continued to break new ground with inflatable SUPs (“iSUP”) and innovative tools for rivers and oceans, water rescue equipment and related soft goods. C4’s development of the iSUP has ushered in a new class of river exploration and whitewater riding for inland sports enthusiasts around the world. Additional synergy is anticipated by Cichanowski, no stranger to Hawaiian waters and who has completed several Moloka’i Hoe canoe races, added, “Wenonah and C4 have always maintained a passion to offer the very best performance, constructions and value propositions to the paddler. Now, what was a shared ohana between our companies becomes a formal marriage”.

While innovative product design has kept C4 ahead of the pack, it is the team’s dedication and commitment to sharing the lifestyle of the waterman, through its key ambassadors in River, Ocean and Safety that make them leaders in the industry.
“This will be a very exciting phase for C4 Waterman, with the expansion of the brand well beyond the stand-up paddle equipment that we are best known for, our portfolio of new innovations is now ready to share with the world,” said Todd Bradley, co-founder of C4 Waterman.

Brian Keaulana, co-founder of C4 Waterman, added, “As we’ve always said, ‘waterman’ is more than a word, it’s a lifestyle. No single piece of equipment defines a waterman. Partnering with Wenonah Canoe will allow us to become the company we have always envisioned: a lifestyle brand providing the best quality products to make the waterman’s time on the water as productive and enjoyable as possible. We look forward to exploring the many opportunities that lie ahead.”

"We are excited about this new chapter for C4 Waterman," said Archie Kalepa, lead Rescue partner; "Wenonah is an industry pioneer and leader with genuine authenticity.“

Key company insiders for C4; Todd Bradley, Brian Keaulana, Dave Parmenter and Archie Kalepa will continue to help innovate the brand with the support of the new parent company. Initially, resources will be focused on delivering a transparent experience for customers and consumers in all areas, including customer service, supply chains and future innovation. Integration of C4 into Wenonah’s corporate structure is expected to be complete by ORSM 2014.

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About Wenonah Canoe, Inc.: Established formally in 1968 in Winona, Minnesota, Wenonah Canoe has roots reaching back to the 1950's. The company is the outgrowth of a lifelong devotion to paddling by Mike Cichanowski, who began canoeing as a young Boy Scout. Cichanowski’s passion manifested itself into a life’s business while he was still in college. Today, Wenonah Canoe along with its Current Designs and QCC kayaks brands positions itself among the largest makers of paddle sport watercraft in the world, emphasizing ultra-light yet extremely robust constructions and high-performance models. Nearly 400 knowledgeable paddle sports retailers throughout the world distribute their boats and accessories.

C4 Waterman, Inc. is an Oahu, Hawaii-based lifestyle and adventure sports equipment company focused on providing the highest quality hard goods and soft goods to water sports athletes and enthusiasts around the world. C4 was the first authentic company with a focus on SUP and continues to lead the pack when it comes to industry recognition, authenticity and product design.