Pryde Group, the majority shareholder of the NeilPryde, JP Australia and Cabrinha water sports equipment brands, is moving further into the stand-up paddle (SUP) market with the acquisition of Imagine Surf, which is well-established in this hip category. Imagine Surf was set up in Canada in 2002 but two years ago it moved to California. The Pryde Group's brands are already active in windsurfing, kitesurfing and SUP, and the company more recently became involved in road cycling.

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