Beau Lake Co

New Market Distribution

About This Project

Assignment: New Market Distribution


Beau Lake Co designs and manufacturers luxury water products. Hand finished, high performance paddle boards, runabout styled pedal boats and a re-imagined classic Adirondack chair, all with beautiful wood and wood finishes are just the beginning for this new lifestyle brand.

PopUpSummer! is tasked with identifying strategic distribution opportunities for Beau Lake to the Hamptons, NY for the summer 2018 season. We connected the brand with like-minded organizations and sellers to attract customers who also believe that water is a luxury.

We did this by curating a list of key, important and meaningful happenings that share the company’s social ethos and attract its target customer base as well as select press. Events included Surfrider’s annual One Ocean benefit, The Hamptons Paddle & Party for Pink 2018 and the Block Island Challenge – making introductions for and negotiating on behalf of Beau Lake Co to serve as a sponsor/partner.

PopUp Summer! also identified and forged relationships with major paddle board and water activity influencers including Gina Bradley, founder of Paddle Diva to ride the boards. The influencers served as local ambassadors for the brand, were included at in-store events, in press opportunities and on social media. We also identified and placed the boards at key retailers throughout the Hamptons that attract Beau Lake’s target market so that customers could have additional opportunities to interact with and purchase the product.

These outlets will become longer term key retail partners for Beau Lake in the Hamptons.


Conduct category landscape overview, including store/paddleboard center visits and interviews with owners and buyers, to understand current offerings, price points and related events across the Hampton’s towns and villages
Contact organizers of key non-profit events and pop up markets to evaluate best opportunities
Cross reference information to Beau Lake’s target customers and make strategic recommendations to the brand
Structure event participation and retail launch terms in multiple outlets
Support all activity through PopUpSummer! media channels

Strategic Planning