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6 7 which ultimately help you diversity to be a flash in EDITORIAL do your job better, will be the pan and while our plan CONTENT behind a paywall. and learnings continue to SOURCE#101 P.08 Contents evolve, we can promise P.36 Retail Buyer’s Guide: P.78 Market Insight: This issue contains our our readership that in the P.10 News SUP 2020 Austrian + Italian usual Retail Buyer’s future we will do better at Guides to help retailers showcasing our industry’s P.14 How COVID-19 Affected P.48 Retail Expertise: Blue P.80 Brand Profile: see what’s trending in people of colour, the Euro Boardsport Industry Tomato CEO Adam Ellis Landyachtz summer 2020 categories, COVID-19’s effect on the brands they work for and P.18 Market Insight: German boardsports industry has but we also speak with the art they do. We’ll also P.52 Retail Buyer’s Guide: P.75 Retail Buyer’s Guide: been seismic and combining retailers, distributors and be encouraging brands P.20 Wasted Talent On COVID Sunglasses 2020 Impact Vests 2020 its economic devastation brands from across the and media to make the continent to present a P.24 Market Insight: French P.63 Market Insight: Swiss P.82 Retail Buyer’s Guide: with the rapid nature at boardsports world a more Kites 2020 which news unfolded, detailed overview of how welcoming and accepting P.26 Retail Buyer’s Guide: P.64 Brand Profile: our work at SOURCE the pandemic has disrupted community for people Surfboards 2020 Play Snowboards P.90 New Products became pivotal. Working business and also do of colour. This doesn’t P.66 Retail Buyer’s Guide: P.92 Brand Profile: in boardsports media our best to seek out any mean just one campaign, P.30 Market Insight: UK potential opportunities. Longboards 2020 Sen No Sen means ‘real’ journalism or one front cover. This P.32 Big Wig Interview: is a rarity, but a severe doesn’t mean just using P.72 Brand Profile: P.94 Opportunities For this issue we’ve made Javier Carrera, Hurley lack in communication black models to represent EMEA CEO Bark Paddleboards running up and down the the decision to publish a brand’s new ‘urban’ a digital-only version of business ladder meant we collection. This means the magazine because had to step in and speak systemic change; change coronavirus has seen a with retailers, brands and we’ve not even begun to downturn in business with TEAM manufacturers to fill in the brands reducing marketing scrape the surface of and gaps. It’s been the most Editor Harry German Editor Contributors Benoît Brecq, To Subscribe spend until they have more change we cannot be afraid challenging time in my of. To believe boardsports Mitchell Thompson Natalia Maruniak Gordon Way, Fabien Grisel, boardsportsource.com clarity going forward. As harry@boardsportsource. [email protected] Franz Holler, David Bianic, subs@boardsportsource. nine years at the magazine, things become clearer, we are inclusive is untrue - the com Ruth Cutts, Dana Miskulnig, com but it also delivered the look forward to resuming lack of people of colour French Editor Sydney Bohannan, Max Mul- ler-Wende most rewarding output. our printed issue and in the line-up and on the Skate Editor Dirk Vogel Marie-Laure Ducos Publisher To continue delivering this [email protected] ducos@boardsportsource. publisher@boardsport- returning to business as mountain proves we must com Advertising & Marketing source.com high level of reporting, normal. do more. Only by creating a Snowboard Contributor Clive Ripley we need to increase our more outwardly welcoming, Andrew Duthie Graphic Design clive@boardsportsource. Published by ESB resources. We want to inviting and diverse offering duthie@boardsportsource. Adrien Ballanger com 22 Friars Street, Sudbury Our network at SOURCE com ballanger@boardsport- Suffolk, CO10 2AA. UK continue bringing you in- Magazine is our most can we expect to see a source.com Accounts Manager depth reports and analysis valuable asset and in more diverse future for Senior Surf Contributor accounts@boardsport- Boardsport SOURCE of trending topics and in response to the Black boardsports. Please get David Bianic Proofreaders Natalia Ma- source.com is published bi-monthly order to do this we will in touch with me to help david@boardsportsource. runiak, Marie-Laure Ducos, © ESB. All Rights Reserved Lives Matter movement com Sam Grant be introducing an online we’ve been speaking with further the conversation. boardsportsource.com paid subscription platform. people on both sides of Our daily news and brand the Atlantic; media, brands Always Sideways, features will remain free to Forever Listening No part of this publication may be reproduced or transmitted in any to reproduce extracts in other public works shall be made to the and retailers to explore form or by any means, or stored in any retrieval system of any nature publishers. Full acknowledgement of author, publisher and source consume, but our unique ways that will allow us to without prior written permission, except for permitted fair dealing must be given. The views expressed in this publication are not those under the Copyright Designs and Patents Act 1988. Application necessarily held by the Publisher. ISSN # 1478-4777 content (trend analysis, affect real change. We don’t Harry Mitchell Thompson for permission for use of copyright material including permission reports and key interviews), want our commitment to Editor-in-Chief On the cover On the cover Adidas UK skate/snow Key Account Manager, Chris Chatt at Graystone Action Sports, Manchester. Photo by James North. 8 9 - global reach of WSL. Logan has served NEWS - John Lacy Promoted To CEO Of Burton as President of Media and Content for the #101 Etnies X Trees For The Future After having worked in a huge variety of WSL for one year, formerly serving as Reach 2 Million Trees Goal departments and roles at Burton since President of the Oprah Winfrey Network. etnies X Trees for the Future have 1997, John Lacy has been promoted to - reached their goal of planting 2 million CEO, with Donna Carpenter assuming HLC Distribution Partners With Plan B trees by 2020 as a result of their ‘Buy a the position of Chair of the Board. HLC Distribution, the owners of the Shoe, Plant a Tree’ project, launched in - largest skateboard factory in the EMEA 2011. The project is expanding for 2020 Patagonia Opens Second UK Store In area, has partnered with Plan B as their and one tree will be donated to Trees for Bristol new producers and distributors across the Future with every shoe purchase. Patagonia opened its second brand store Europe, Middle East and Africa. - in the UK; the new Bristol shop aims to - Surfdome Collabs With Patagonia combine retail with community events Reef Partners With Multiple To Reduce Plastic Use and promotion. Distributors Across EMEA ‘Plastic Cutback’ is the new initiative - Across EMEA, Reef has newly partnered - launched by Surfdome, in collaboration Manera Wetsuits Expands Into Surf: with multiple leading footwear Thomas Delfino, Sage Kotsenburg with Patagonia, to try and find Adds Dion Agius & Brendon Gibbens To distributors. Brand President at Reef, & Gabe Ferguson Join K2 Snowboarding alternatives for the poly bags used The Team Mike Jensen says that the partnerships K2 Snowboarding welcomes French in manufacturing, transportation and Manera progresses to a multisport focus will aid business growth and promote rider Thomas Delfino to their team along product-to-customer sales. A 3 month after years of primarily working in the deep consumer connections. with youngster Gabe Ferguson, who’s trial is currently taking place. kitesurfing business. To support this - been known on the competitive scene - new business direction, Manera will be Phillipe Gouzes Appointed Head since he was just 14 years old, and Sage Boardriders Sells XCEL Wetsuits partnering with water sport athletes, Of Sales And Development At Awayco Kotsenburg, US Olympic Snowboard Boardriders has sold Xcel wetsuits to starting with Brendon Gibbens and Dion Focusing on experiences, Awayco aims Slopestyle gold medallist. Colorado-based ZG Collective, parent Agius. to reduce overproduction and waste, - company to snowsports glove company - remove the stress of travelling with oversized – and lots of – baggage and Arbor Snowboards Enlists Eddie Wall Level. Boardriders CEO Dave Tanner Hurley EMEA Business Acquired As Sole Entity By Former Nike Employees cut down on household clutter. They As Product Manager says the wetsuit brand constitutes less Hurley EMEA has been acquired as a do so by ensuring the best equipment Arbor’s snowboard division adds a than 1% of their global sales “so it just sole entity by two former employees is available for renting anywhere. new member to its management team, made sense to focus our efforts on of Nike. David Meire previously served Recently, Awayco appointed industry vet building upon the brand’s momentum growing our larger brands and finding in GM & VP roles at Nike for 20+ years Phillippe Gouzes (formerly Rossignol, heading into its 25th year in business, a great home for Xcel. We thank the and Javier Carrera also served in GM & Burton, Nixon & Boardriders) as Head of and beyond. entire Xcel team for their passion and VP roles but at Quiksilver, Nike SB and Sales and Development to further grow - dedication over the years and wish them Hurley. Carrera was appointed CEO of Awayco’s business. the best of luck in this next phase.” Absolute Snow Acquires Freeze Pro Hurley EMEA effective immediately. - - Shop Assets - Typhoon International Ltd. Managing Director, Matt Pyne-Gilbert Antti Autti Joins Jones Snowboards World Surf League Appoints Erik Logan Appoints New Operations Director X-Games halfpipe gold medallist, from Absolute Snow (The Boarding As CEO James Saunders has been appointed at Company Ltd), announced they will be Olympic finalist and filmmaker, Antti Erik Logan replaced Sophie Goldschmidt the new Operations Director at Typhoon acquiring assets from Freeze Pro Shop Autti has joined Jones Snowboards. To as CEO of the World Surf League International Ltd. Saunders aims to Ltd (Edinburgh), which recently went welcome him to the team, Jones talked organisation. Goldschmidt was progress the company in customer into administration. TBCL will acquire to Antti to find out a bit about him and responsible for many changes at the service, efficiency and aid recovery after Freeze’s intellectual property and stock what he’s up to. WSL, such as equal prize money for COVID-19 passes. which is not subject to retention of title. males and females, and has improved the 10 11 - brand, today announced its partnership GoPro Announces Accelerated Shift with European distributor Hectic Ltd. To DTC & Staff Cuts (“Hectic”). Hectic will be responsible for Due to the uncertainties in the financial the sales, marketing, and distribution market caused by the COVID-19 of Pura Vida products for wholesale pandemic, GoPro has announced the accounts throughout Europe. need to cut its workforce by 20% as - it accelerates its direct-to-consumer- Dewerstone Achieves Carbon centric business. They also withdrew and Neutral Certified Status reissued their Q1 results and removed Through rigorous calculations of their predictions for the remaining carbon footprint in all aspects of their quarters of 2020. business, efforts and plans to reduce - this footprint and the purchase of carbon Tony Hawk Joins Vans credits to offset emissions during Two massive names from skateboarding 2019- dewerstone has achieved Carbon past and present look to the future by Neutral Certified Status. forming an official brand partnership. - Tony Hawk has joined Vans as an Rainbow SAS Acquires Oxbow official brand partner and global brand After having separated from Eider at the ambassador. end of 2019, Calida and its subsidiary - Lafuma have sold all company shares Bollé Brands appointments and the Oxbow brand to Rainbow SAS. Bollé Brands™ (parent company This newly formed entity is supported to bollé, Spy, Cébé and more) has appointed Damien Hars as Digital by a pool of private investors and led Director and Alexandre Israel as Global by the Emmanuel Debruères and Jean- Marketing Manager; both bringing years Christophe Chétail. Debruères will serve of significant experience. On a national as President having previously worked level, Bollé brings on Nicolas Berges as for Salomon, Rossignol and Billabong the Sales Director for France. before managing the European branch - of Dakine and then piloting Idealp Wheels And Waves Confirmed Sport. Chétail is Managing Director For September 2020 and has a background at Reebok and Since the cancellation of the Wheels and Billabong before meeting Debruères at Waves event in June, the team have been Dakine and then within the brands of hard at work coming up with a special Idealp Sport. version for the 9th edition. So far, the - event has been announced for September Cool By The Pool New UK Sales 3-6, 2020 in Biarritz. The full event Agent For Sun Bum Sunscreen program has yet to be revealed Pura In April, Sun Bum, a vegan and reef Vida Now Available In Europe Through friendly sunscreen company, ventured Hectic Pura Vida Bracelets (“Pura Vida”), across the pond and their core SPF line the La Jolla, California-based digitally will be available for the summer in UK native jewellery and lifestyle accessories surf shops through Cool By The Pool.

13 Nils Gebbers from 24/7 Distribution told the books and although the winter ended us they sold out of three months’ worth of early, the snowboard industry can learn inventory in three weeks. “A lot of shops socioeconomic lessons from other industries HOW COVID-19 think placing pre-booking on hardware over summer. With communication AFFECTED THE is unnecessary, but the current situation suffering during lockdown, we soon realised SKATE shows it ain’t.” So, some lessons to be learnt the snowboard industry as a whole needed EUROPEAN Boardsports’ one shining light throughout there in skateboard pre-books, but Nils has to know the full manufacturing picture BOARDSPORTS the lockdown was without doubt the nothing but praise for his shops: “Small and so we interviewed a number of key skateboard hardgoods industry. People shops organising pickup/delivery services, snowboard manufacturers and published Insta-shops while maintaining their support our snowboard manufacturing report, INDUSTRY were able to skate at home, roll round for skateboarding, literally overnight, was informing our readers that the production By SOURCE Editor, the streets and with fantastic weather probably one of the most impressive things process had actually been largely unaffected Harry Mitchell Thompson. gracing large parts of Europe in April and I’ve ever witnessed.” by coronavirus – the Chinese New Year May we’ve heard fascinating stories of holiday was 14 days over the worst hit time, supply shortages. People have returned to Very early on during lockdown our so actually only one week of office hours skateboarding and with total newbies also Skateboard Editor, Dirk Vogel interviewed disruption - something previously unknown 2020 started with news of a flu- taking up the sport, skateboard completes OG Skateshop (Germany)’s Pav Lubomir to competing brands and to all retailers. like virus causing worrying damage have continued the impressive growth that on the fantastic efforts he was going to to in China; walking the halls of ISPO, they’ve been experiencing for over a year keep his customers engaged, active and The lockdown hit the European snowboard now. The Olympic affect? Jörg Ludewig from COVID-19 definitely seemed like a skating. Pav was releasing regular updates industry at a crucial time in the ordering German distributor Urban Supplies says on his Youtube and Instagram channels, cycle, and so we invited the industry to very distant problem. Needless to yes, sure it’s a contributing factor, but he say, it very soon found itself in Europe reviewing products to create hype and participate in our snowboard industry Zoom also believes skateboarding booms through then selling products through his web shop conferences where we hosted 35+ brand where at first it ravaged northern trending cycles and that currently we are and delivering via mail order. Skaters have and retailer representatives to talk openly Italy before continuing its spread riding the crest of one of those cycles. on how we best move forward. We split Combine this with everyone off school, on like wildfire across the whole of the Skaters have always been the industry in half and hosted two x two- continent and indeed the world. furlough and skateboarding has soared hour calls, which we reported on in detail during lockdown. innovators and Pav set the mould on our website. In summary, snowboard for many other independent skate brands agreed on the whole that problems We’ll leave the political discussion “Small shops organising pickup/ of how and why the disease spread shops to keep going about their for retailers resulting from the pandemic delivery services, Insta-shops business during lockdown. were also their problems and that wherever and was fought differently from one while maintaining their support possible they would be helping retailers on country to the next and instead we’ll for skateboarding, literally a case by case basis. Perhaps the hottest focus on just how the pandemic topic debated was the carry-over model, overnight, was probably one of the effected our European boardsports always been innovators and Pav set the something retailers welcomed eagerly, industry. Our website readers will most impressive things I’ve ever mould for many other independent skate but many brands a) feared it takes away have read our coverage of the witnessed.” Nils Gebbers, 24/7 shops to keep going about their business marketing freshness and b) say it’s simply Distribution during lockdown. too early to decide whether they create pandemic, which spanned myriad carry-over models until they see just how topics to inform our readers at a time SNOW bad next winter is. Watch this space for where lines of communication were Although the snowboard industry lost the more Zooms with the industry… blocked due to rapid lockdowns, Circling back to the aforementioned supply last six weeks of its winter business, there’s furloughs and overwhelming issue, while selling out of products is a strong sentiment that the lockdown could Snowboard shops normally use the final uncertainty. Here’s a detailed great, an actual shortage of supply due to have definitely come at a worse time in the part of the winter season to sell current delayed shipping from China and the US has summary of our findings. cycle. Shops, brands and resorts were able winter stock at discounted prices to prepare presented distributors with a real challenge. to get December, January and February in their shop floor for next winter’s product.

14 15 Perhaps the hottest topic debated in their popularity since reopening. Absence strong feeling that the forced ‘staycation’ was the carry-over model, While it remains to be seen just how makes the heart grow fonder and those this summer means people are looking for something retailers welcomed international travel will look like next year, businesses who stayed connected to their entertainment and equipment to practice we can be sure there is going to be pent-up customers through transparent social nearer to home. Paddling was also allowed eagerly, but many brands a) feared demand from people with furlough money messaging and capitalised by selling digital across many European markets during it takes away marketing freshness burning a hole in their pocket next winter. gift vouchers to help their bottom line, are lockdown. and b) say it’s simply too early to If they’re unable to fly abroad, we’ve also starting to see some green shoots since re- decide whether they create carry- figured that no one in Europe is more than opening. Albeit with tentative steps due “It’s been interesting to note 12 hours drive to their closest mountain to social distancing and hygiene protocols, over models until they see just range meaning localised shredding could we are hearing reports of good footfall that our sales across the EU are how bad next winter is. present smaller domestic resorts (Poland, in stores. What with the rigmarole now pretty much directly aligned with Bulgaria, Pyrenees, Scotland) with a connected with entering a shop (hand the countries that offered their fantastic opportunity. sanitizer, distancing etc), those actually workforces the most financial With this vital part of the winter missing, entering are meaningful traffic – people support on a personal level (read it’s going to be very interesting to see how SURF are no longer just going for a browse, these retailers merchandise new stock with old. Interestingly, during the last two financial customers are entering shops committed to Germany, UK, France) and where An interesting notion conceived by The crises, European surfboard sales rocketed a purchase. As lockdown has eased across there was less support on offer to Riders Lounge (UK distributor for Capita, with surfers out of work and lots of time on Europe, shops are seeing waves of action, as the self-employed, or on furlough Union, Deeluxe, 686 and more) was to their hands. As has been well documented, Steve Daniel from UK distributor Daniel Surf schemes we saw sales dip (Spain, encourage their clients to promote a pre- beaches across Europe were closed to says, “as our European partners emerged Portugal, Italy).” Alexei Obolensky, order system with their consumers to allow surfers for the majority of lockdown, from lockdown our export sales picked both parties to better plan for the winter meaning surfboard sales were relatively flat up very quickly.” Steve concluded “surfers Wasted Talent ahead. TRL were also among a number of in March, April and May, however at the are enthusiasts and are resourceful and distributors who were proactive in reducing time of writing (June 18th) we are hearing surfing is a relatively low-ticket sport, soI CONCLUSION pre-order quantities with their clients early that surfboard sales are beginning to am confident of our business going forward. Coronavirus has hit the world like nothing on to reflect the potential downturn and build positively. However, the apparel and The landscape will change, and there will else in our lifetimes, however we do believe ensure retailers wouldn’t receive orders footwear business has been undeniably hit be losers, but the sport of surfing, like the that boardsports have faired reasonably they’d be unable to sell. with retailers expected to take delivery of waves, will still be there.” well in comparison to many industries. their Spring/Summer 2020 order without Those retailers and brands who took With Austria closing down their borders a shop front to sell from, and even with Echoing our aforementioned point on advantage of their digital channels were early and successfully adhering to a stringent shops now open, there are strict hygiene hot furlough money in pockets, Alexei the winners throughout the lockdown and lockdown policy, the country was able to rules making the trying on of garments Obolensky from Wasted Talent in Hossegor with a summer of staycation in line, we start opening things back up in a much quite prohibitive – anything tried on must strikes a direct correlation with sales to hope retailers can get to know their locals broader and faster fashion than the rest of be left for three days to decontaminate, or countries whose governments looked after even better. We can be thankful that our Europe. This spelt some much-needed good steam cleaned. Arguably the surf industry its citizens best: “It’s been interesting to sports are practiced outdoors and solo, news for European snowboarding on May has been hit hardest out of all boardsports note that our sales across the EU are pretty meaning we’ve been back at our hobbies 29th, when Hintertux and Kaunertal were by COVID-19; only retailers with an efficient much directly aligned with the countries quicker than many. And with the delaying able to reopen their glaciers. We spoke with web shop function were able to garner that offered their workforces the most of the Olympics by a year, it’s given surf and representatives from both resorts, who any business at all in April, but those who financial support on a personal level (read skate brands another year to fine-tune their told us of the hygiene and social distancing did operate online reported good sales in Germany, UK, France) and where there was strategies, so let’s ensure when the global measures they had to implement with masks leisurewear and basics. less support on offer to the self-employed, spotlight is on next summer, we are ready and limited numbers of riders in gondolas, or on furlough schemes we saw sales dip to receive the influx of participants and but ultimately snowboarding benefits from The lockdown has no doubt increased (Spain, Portugal, Italy).” customers. And finally, let’s give thanks for being, in essence, a self-distanced, solo Amazon’s share price. Those who had never the momentary respite we were able to give sport and so its practitioners have been able shopped there before will now be converts, Having rung round SUP brands, we heard mother nature during lockdown and ensure to enjoy its fruits before those in team and but with small, independent businesses that their warehouses were working we continue to push sustainability and indoor sports. forced to close, we’re seeing a resurgence overtime to ship product and there’s a green topics to the forefront of our industry.

16 17 MARKET INSIGHT MARKET INSIGHT

GERMANY After a much too million in sales was unable to remain afloat and to grow our skateboard and graffiti department. Despite relatively low snow fall in the surrounding warm and dry winter, post profits. Ultimately, only 62 employees out of Plus, phone sales proved a great tool to get mountains, Tobias Hammer at Riders Heaven FRANCE snowboard retailers 192 will remain and eight of their stores will be orders. Customers can pick up their items directly in Sonthofen has no complaints about the AUSTRIA were already facing closed, with Cologne as the only location to stay SWISS here at the store.” The government also helped past winter. Sales were steady and saw a slight revenue drops of up open. ITALY the boardsports retailer, and Marc was able to increase. “Things were actually rather great in the UK to 20-30%. But then the coronavirus spread On a positive note, the infection rate for Sars- receive €9,000 after a two-and-a-half week wait Allgäu until the shutdown. But then we were hit dramatically in February, CoV-2 in Germany has dropped to 0.71 in early period. “Of course, it’s not enough to cover all hard, like everyone else! Financials are one thing; infecting vast parts May, mostly thanks to social curbs across the operating costs in a prime retail location, but it’s the psychological impact is another story. We of Northern Italy and shutting down Tyrolian country. Meanwhile, small and medium-sized better than nothing! The first two weeks since were really down and out, as we had no idea how resorts early on March 15. Only three days later, retail locations with a store size below 800 square reopening have been encouraging. And April to survive this? After about a week, we decided Germany also entered into shutdown. metres have been allowed to reopen since April turned out one of the best months of the year, to fight for it and worked harder than usual. We 20; maintaining social distancing and hygiene thanks to Easter business. It became apparent switched to working in shifts and from our home The hardest-hit federal states were led by Bavaria, guidelines. that lots of customers came for skateboards and office to bring items online. We also launched which in turn also enacted the strictest lockdown longboards. Team sports are shut down at the remote shopping via social media and fulfilled procedures. The proximity to Austria and close Marc Hausen at Boardjunkies store in ties to holiday resorts in Italy were responsible for Braunschweig looks back on 2019 on a positive moment and they can’t go to the gym. So many deliveries within a 30-kilometre radius all by the high infection rates in Bavaria. As of May 6, note: “Winter was much more successful than people are telling us that they’re getting back into ourselves. This was met with great support from 2020, Germany counted 170,000 people infected the year before. For us, the main reason is that skateboarding and need a new one. And we have our regional customers.” with Covid-19 and 7000 fatalities. What’s more, we have only been selling at our new location never seen so many girls buying skateboards. I’ve the virus has caused devastating damage to the for two years now. So it took some time to never experienced anything like it in the past 20 Delving deeper, Tobias said: “Customers bought economy from the shutdown of public life. One in become established. But we were definitely able years!” lots of gift cards and ordered products via three workers had to switch to short-time hours, to increase our sales and reported much better FaceTime, Instagram or our website chat. That with more than 10.1 million applications filed results. At the same time, we also attribute this The situation for board shops was especially was a real motivation to keep going and we really since the start of the crisis. Despite short-time to slight changes in our inventory. For instance, working, the number of unemployed spiked from we saw great results for Fred Perry, New Balance tough in Bavaria and Baden-Württemberg, since believe that together, we will make it through. 308,000 in the previous month to 2.6 million. and Rip’n Dip. Carhartt WIP is also extremely these regions were under six weeks of lockdown, We still have yet to receive government support. Unemployment is now at 5.8% in Germany. important to us and continues to sell successfully. instead of four. What’s more, negative news from Although we filed our application on the first day And due to the fact that the city of Braunschweig Italy and Austria hurt sales quite early on in the and repeatedly checked on the status. But we In terms of consumer confidence, market has an indoor skate park, our hardgoods sales corona crisis. are super happy to be able to reopen. And the research institute GFK predicted a drop on its remained constant throughout the winter.” customers are also amazing. Although the feeling index to -23.4 points. That is 25.7 points less Bavarian retailer TX-Sports in Nuremberg also of wearing a mask and keeping a distance is still than in April and a historic low (for perspective, Marc continued: “We saw the shutdown as an needed a plan: “For us, winter is becoming alienating, sales have been better than expected. the index dropped to -5 points after the dotcom opportunity and increased our online shop. Plus, increasingly insignificant,” said owner Sven Eckert. Product segments such as bike and skate are of bubble burst in 2003). Consequently, Germany we saw great solidarity from our customers. is bracing for an economic burden similar to Thanks to our newsletter, which reaches 12,000 “In December and January, we actually sold more course stronger than wakeboarding, for instance, reunification. No surprise consumer confidence people in our region, we could drum up support skateboards than snowboards. Now due to the where we lack facilities. Overall, it's really is down… and sell solidarity gift receipts. These receipts shutdown we missed out on two months worth positive!” can be redeemed now that we’re back open, and of revenue! Plus, we have not been able to secure On top of everything, it’s no secret that the participating customers receive 19% discount any government support. We had discontinued There you have it: skateboarding continues to German sports equipment market has been in on their entire purchase. That was a great hit our online sales entirely on December 31, 2019. boom, stand up paddling continues to trend somewhat of a crisis over the past years. The and consumers used it extensively. This led us to So pressed for a solution, we brought the shop for staycation customers and stores are getting sale of major retailer SportScheck was just one invest more into our online store, which we had back online within three days and were able to creative while expanding their online business. warning sign. After struggling to stay profitable, almost discontinued at that point. We received generate about 10-15% of regular sales. After the company now belongs to Signa Retail, which lots of orders in our region, but also from further These are positive signs. Let's hope everybody already took over Karstadt Sport. Impacted even away.” the store reopened, things were off to a good makes it through this unpredictable period while harder, Planet Sports had to file for bankruptcy start but after two days, stationary sales flatlined remaining healthy. before the shutdown on February 20. The online Speaking on infrastructure, Marc said: “We have entirely again. Not a good omen, unfortunately!” retailer with nine stationary locations and €75 expanded our sales floor upstairs and now want JOCHEN BAUER

18 19 Our team has grown as well, we have Oliver Know your customer; it’s key to appeal Dorn - formerly the Key Account Manager to different people and be inclusive. Yes for Nixon - running our in-house sales, a we appeal to a younger, very surf savvy full time Ecomm wiz Vincent, and our Store crowd and hopefully will continue to do Manager, Marion. We take summer interns so. However, you also have to take into and it’s been cool seeing lots of them grow consideration that maybe the buying into full-time roles with us either on the power isn’t right there, or maybe if families store or magazine side of the business come in you have to have product that which again has its own crew. appeals to everyone without losing your core identity. It can be a difficult balance What have been the biggest lessons learnt to juggle sometimes. Since the guys at since opening your retail space in 2016? WAXED opened their café in the store, Be a destination; we’re in our second store we suddenly had a different demographic now and have never had what would be coming in; families for brunch, mums considered prime footfall positioning. To meeting for coffee, people that work in that extent we always had to battle to the industry coming for work meetings. To draw people to us. In our new space having that extent we had to widen our offering the guys from WAXED downstairs doing to homewares, books and suchlike that we WASTED TALENT the best coffee in town definitely helps, felt sat well with our identity. SOORTS-HOSSEGOR, FRANCE however we’ve been pretty proactive with events, especially working closely What are the best selling items in store with the right brands and surfers to throw and online for you? Situated in Soorts-Hossegor, Europe’s surfing capitol, Wasted Talent decent premieres and events in or outside It’s pretty split between the brands, we try run a magazine, distribution company and retail space complete with the store. You definitely see some of the not to have too many brands per category on-site coffee shop. For this issue’s retailer profile we’ve spoken same faces coming back and forming a that directly compete with each other. with Co-Founder Alexei Obolensky for a gauge on how COVID-19 community who we now count ourselves TCSS, AFENDS, Octopus and EPØKHE sell affected their business and he delivers some real pearls of wisdom lucky enough to see almost daily. really well for us, as well as certain bits or on changing consumer habits and how a retail space in 2020 needs capsules from Globe & Volcom. There’s to be so much more than product. By Harry Mitchell Thompson Part of being a destination is to have an always a few winning products like the experience when you get there so we try to Octopus bags, certain EPØKHE styles and Tell us how the Wasted Talent Boutique having a retail presence was always key incorporate little touches to ensure people our signature shoe with Globe which are came to life. for us. From 2016 to 2019 we had a pretty remember their experience here. We’re always a battle to keep in stock. lucky to travel a bit with other sides of the Wasted Talent was conceived on a small space which only really covered the business so we’re always poking our noses Let's talk COVID-19 - could you briefly midsummer’s eve by myself and my overheads of having an office however it into shops that we admire in cities across explain the effect it had on your biz business partner Ben Boyd – he was gave us a great community around us and the world to see how they compare. The including any surprised, opportunities formerly a freelance designer and worked there was definitely moments where it high fashion world does an amazing job – arising and trends you’ve noticed. for years at RipCurl designing – and still dips was more of a social place than a store. We you can really feel the value of spending At the beginning of COVID we saw our a toe in the design world. I was formerly loved every moment though money there as you are really made to feel online sales pretty much flatline. We also working in marketing roles at Insight and special – it’s a really memorable experience had to close our shop for two months then Afends under the old distribution I guess we outgrew that space and now with no tills, much like Apple. Even the way which obviously wasn’t ideal. I think there structure. I guess we were always fans of we are in a bigger premises, we have our some retailers handle payments and little was just so much uncertainty and initially good brands and it pained us to see how office on a mezzanine upstairs, some things like presenting a receipt makes a no one was in the mood for buying online – some of them were being managed so we warehousing / stock next door and WAXED huge impression. As my old boss once said I certainly wasn’t myself. As the monotony started Wasted Talent, initially focused coffee downstairs also doing breakfast to me in a thick French accent ‘Retail is of the lockdown kicked in and it became in distribution with a retail presence and lunch which certainly adds a different Detail.” apparent that there was a ‘new normal’ alongside. We do a few different things but dimension to the space.

20 21 and that people would have support from and having their orders delivered on volume, at a discount of a more bespoke though we inherently are – I just feel it’s the government, consumer buying came Tuesday morning which has been pretty experience – I emphasis the word short sighted. You have to look at the wider back on the cards. It’s been interesting to exciting for us to angle more globally. It’s experience as you want people to be picture of where people are spending note that our sales across the EU are pretty hard to be ‘pandemic proof’ though - the hyped to come in your store even if they money and how to be a part of it. If you much directly aligned with the countries government enforces shop closures with a don’t buy anything. It has to be memorable spend too much on a Friday night, it’s that offered their workforces the most pandemic and there’s not much else you through product selection, service - for lack unlikely you’ll go shopping on the Saturday. financial support on a personal level (read can do apart from focus digitally. Just try of a better word, Vibe. I think the future of Germany, UK, France) and where there was and adapt and move with the times as fast retail - stores full of product - are coming to With COVID, overnight you literally less support on offer to the self-employed, as possible. an end. Customers want a more bespoke couldn’t spend money on travel, eating, or on furlough schemes we saw sales dip service. Increasingly customers are voting drinking or socialising even if you really (Spain, Portugal, Italy). During the 2008 GFC more surfboards were with their cash and supporting stores that wanted to. In theory there was only really sold with people being unemployed... they have a relationship with, looking for shopping left – either online or if you were We’re again open now physically with social have you noticed any such trend this time a good service, experience or trying out a able to be open, instore. I think just being distancing in place with hand sanitizer round? specific brand to purchase at a later date. present and not intrusive, supporting your and masks on offer, though we don’t We’ve noticed people investing more in Obviously, brands with their direct Ecomm customers through added value through enforce that people wear them - it’s at our leisurewear. We saw surf-based sales go are a threat to that, however then I feel purchasing is the key to ensuring you can discretion, we just want the customer to up as soon as the beaches began to open that to remain competitive it’s down to be up there as a monthly favourite location feel comfortable. Having said that, if the – I’ve heard a lot of retailers and the guys the retailers to have built that relationship to buy from. shop is full of people wearing masks, our at Pukas have been selling a lot of boards with their consumer to ensure they are shop floor staff will as well. It’s all about recently which is really cool to hear. buying from them out of habit. common courtesy. How would you want to be treated in a store is forefront of our However, I think buying patterns this I can’t see a viable future based on a minds in every engagement. time around are different, during the GFT, model of huge multi-brand stores where unless you worked for Lehman Brothers, customers walk in and spend considerable We’ve been really humbled by the number 2008 was a slow burner in consumerism amounts because they ‘like the brand’. of local crew and French community who in comparison. In 2020 pretty much Customers are more savvy, either looking have a tie with the South West stopping by overnight suddenly you couldn’t travel, for a deal during sale periods or online, or as the lockdown has been gently restricted eat out, socialise – even leave your house most crucially they want to vote with their and inside France freedom of movement for exercise – that’s a huge hit to anyone’s wallets of supporting independents and is back to normal now. We were worried psyche – let alone their confidence to buy relationships with community-based stores that with the borders still effectively closed the most superfluous things in the world or a premium buying experience with great we would lose out on a lot of tourists such as surf wear. We never expected to service. I think the days of spending ‘rent’ who swing by when they are in town but see upbeat consumer buying habits during or a considerable amount of disposable the domestic travel crew have been really the lockdown, if anything the opposite. income in a faceless multi-brand store are supportive. I think people became conscious of how limited or just not where the smart money much money they were spending on is spending it. What measures are you taking to eating, drinking and shopping and became pandemic-proof your business for the fixated with how much they could save. Any thoughts on revenge consumerism future? Having said that, we’ve been happy on with furlough money burning holes in Aside from working tirelessly day and the rebound in core markets with beaches pockets? night on a vaccine? We’re just making now open and with borders following suit I Revenge consumerism. I like it. The way we sure that we’re there for the community, think the summer could be a good one. have been thinking is that say you have a both locally through free local drop-offs or dream consumer with a disposable income click and collect and further afield through Any final thoughts on what the future of of €1k a month, split between weekends working on getting the best shipping the retail landscape looks like? out, travel, eating, drinking, socialising services we can. We’ve had customers in I think the retail market is being dragged and shopping. We never wanted to be New York ordering on a Monday afternoon between two directions of either mass in competition with others shops, even WASTEDTALENT.COM

22 23 MARKET INSIGHT MARKET INSIGHT

lockdown tourism, which usually brings a lot of contrary, online businesses were very busy. At the time of writing, and possible layoffs. To name a few established FRANCE people to the coast of France, died out. At Natura At Swell Addiction in Brest, Mathieu tells us: France is sadly in the aids: a solidarity fund with € 1,500 per month aid Surf Shop in Léon, Sébastien Bou was directly "We had to brutally close our 3 physical stores GERMANY top 5 most bereaved for entrepreneurs and self-employed workers, affected by this closure. He comments: “this but have kept our e-commerce team, who AUSTRIA countries in proportion direct tax rebates, flexible payment terms for period is very important for us coastal surf shops. continued to function well over the period. The SWISS to its population with invoices and tax deadlines and state-guaranteed ITALY The traditional Braderie at the start of the season most complicated part was the management around 360 dead per 1 cash loans up to 25% of the turnover of the UK allows us to boost cash by clearing out last year’s of transport times, but generally, customers on million inhabitants. It previous year. stock and makes room for the new collections. takes the 4th place after lockdown are in less of a rush, which helped to With this sudden closure, we were forced to limit frustration with delays.” Mathieu confirms, Belgium, Spain, Italy and But what is the situation for French retailers suspend deliveries of our pre-orders pending stands right in front of the UK. Faced with such an in the face of this epidemic? Let’s first look at that hardware such as boards, leashes, pads, reopening and sometimes even cancelled part of covers, sold well. The confinement undoubtedly unprecedented situation, the French government the mountain stores. Every year, outdoor and them.” implemented strict confinement measures from mountain stores, and particularly ski resorts, allowed customers the time to take stock of their March 14. At first, the lockdown was planned to are extremely dependent on weather and snow inventory and order the necessary items to re- A similar story happens at “Uncle Zaz” in Mimizan, equip. take place for 15 days, then was extended by two conditions. The season in the Alps had been Alban Causse, who tells us: "without being able additional weeks. Eventually, the government set pretty good as Michel Mignot from KIlly Sport to open, we had to postpone the receipt of our May 11 as the planned date for the end of the (Val D'Isère) explains. Unfortunately, on March Similarly in Hawaii Surf in Paris where Ghislain goods. Although, most of the suppliers played the confides to us: "The store had to close like confinement, which rounded up to a total of 8 14 any activity was completely stopped overnight game and helped to alleviate the pain by offering weeks at home, paralysing the French economy. with the closure of ski-resorts and hence the everything else in this emergency, but the us new payment terms and return conditions. e-commerce part was maintained and we local shops. “We, therefore, had to adapt and However, we remain optimistic and aim for a As of March 14, all non-essential businesses had put almost all of our employees on partial really focused on putting our products online. shift in sales with a very good late season in Consumption, in general, was slightly down over been closed. Not only schools and universities, unemployment”. Michel estimates a loss of September/October." but also cafes and restaurants, including all turnover between 35% to 40%. The two-month the first 2 weeks of confinement but resumed quickly from the beginning of April. The whole public establishments had to close their doors. closure at the end of the winter did away with At “The Farm” in Seignosse, Olivier Cuisseau skateboarding, rollerblading and surfing part has Only the stores with essential products, such the time of year usually responsible for clearing shares his vision: “We tried to take the advantage worked super well because people can practice as supermarkets and pharmacies, were able the shop floor of product before next season’s of the imposed closure period to be more active around their home and keep in touch with their to remain open. To stay open the shops had to arrivals. on social media and we were able to carry out a passion." Finally, Ghislain adds: "With the May 11 implement a certain number of barriers and few orders and sales of technical equipment. We safety measures. In the Pyrenees, the season and snow cover were were also able to focus on a big project of ours - announcement stating we could go back to the not as good in the Alps. Laurent Descaves from the launch of our e-commerce website scheduled water, the surfing party began and we are really From March 17 strict confinement measures No Limits store in Cauterets told us, "In general, for May 1.” Olivier expects that discounting by eager to return to the coast and the water." were put in place; travel could be only authorised the Pyrenean range suffered from fairly low the major surf apparel brands will push stores to if one was able to present an according snowfall this year, and the premature closure of focus even more on technology. Regarding the end of the lockdown on May 11, certificate. However France, unlike some of its stations and shops on March 14 did not allow the government decided to reopen all businesses, neighbours, had allowed a 1-hour daily individual us to take the advantage of the late season. We Cyril at Tamarindo in Ile d'Oleron also bets on except restaurants and cafes. Retailers now have sport activity within a radius of 1km around normally close at the end of April and have paid hardware: "Our strategy has been to not delay a clear date and vision to revive their activity. All person’s home. As regards to employees, if all of our suppliers by March 15. This month and the delivery of technical equipment and to keep stores are therefore able to re-open their doors, working from home was impossible and the a half, which generally represents the end of burning on the embers of the market.” He has while still taking the specific safety measures. The company was not operating in an essential season bonus for us, was simply lost this year also used social media a lot to highlight all his industry is confident that customers will come industry, French employees could benefit from due to coronavirus." In addition, the summer deliveries and to trigger sales: "It is clear that back for equipment as soon as possible in order partial unemployment subsidy. It allowed them collections were already received and paid for, we are far from the usual sales volume, but we to practice their favourite sports. At the time of to work a minimum amount of hours and still unfortunately, with no opportunity of actually have sold surfboards and surf skates. We reached writing, there is no certainty about future terms. receive 84% of their net salary. Notably, a lot of selling the products. With the cancellation of new customers across Europe as our logistics One thing is however certain, all gatherings of parents have gained from having more time to all summer events, resorts fear the absence of service continued to function well throughout more than 5000 people are prohibited until spend with their children at home and, though tourists in the mountains this summer. the confinement period." As at Natura in Léon, September, so most summer events are cancelled. the opportunity to be involved in their child’s Cyril has immediately set up a "drive-by system in Although we should probably expect slow tourism education was challenging, it was appreciated by For the surf shops and coastal stores, the sudden front of the store to enable easy pick up of goods this summer that will affect the brick and mortar the majority. closure on March 14 put a break on the opening ordered by phone or on social networks." retailers, it is still very important to take care of of the summer season. Indeed, the seasonal yourself and your loved ones. In terms of economy, measures have been put in nautical activities generally start in France with Stores with a strong presence on the internet place aimed at limiting corporate bankruptcies the Easter holidays, however, this year due to the did not have a sharp drop in sales at all. On the BENOIT BRECQ

24 25 retail buyer’s guide RETAIL BUYER’S GUIDE Surftech, this rise is not necessarily seen “the mid-length category will be cooking as a threat: “While the market is flooded this year”, surely thanks to their Seaside SURFBOARDS 2020 with garage brands there seems to be & Beyond model, a modern long-fish a very solid demand for good quality perfectly showcased in the videos by Rob In response to the question asked by Stab magazine “has surfboard product,” assures Kerry Powell, Brand Machado on the usual networks. The boss design plateaued?”, American surfer Dane Reynolds retorted: “Why Manager at distributor Jorcani Sports. at Firewire, Slater Designs & Tomo also would surfboards need to be innovated?”, citing a parallel with Another surprising phenomenon is the sees it as a consequence of a population guide buyer’s retail skateboard design which has been the same for decades. Between appearance of “new, small to medium- of ageing surfers. tradition and innovation, check out what the surfboards market has sized factories acquiring expensive in store for us in 2020. By David Bianic. shaping machines aimed at large-scale “A much wider range of surfboards production,” points out Johnny Cabianca is used here (compared to Australia from Cabianca Surfboards. But beware; where 90% of the boards are just remember the fate of One Kin whose high-performance types)” Johnny ambitious French manufacturing site Cabianca, had to shut up shop just two years after Cabianca Surfboards opening… The performance hybrid shortboard SHAPES hasn’t disappeared from the racks though At the risk of sounding vague, remember and Bernardo at Holy Sport reminds that the trend in design terms is that us that the Hypto Krypto from Hayden there is no trend! The “ride anything” Shapes is still among their top 3 best mantra is opening the door to every kind sellers. This type of shape revives the of shape and this is especially the case in idea of the “one board quiver” according Europe, states Johnny Cabianca: “A much to Alain Riou from Santocha, European wider range of surfboards is used here distributor of Chilli, citing the Rare Bird

semente (compared to Australia where 90% of the model, “our Swiss army knife, from one to boards are high-performance types).” six foot”. Some best sellers do stand out from the In times of crisis - at least financial ones This unusual situation confirmed certain crowd nonetheless. The twin, retro or Others are refusing, in a certain sense, to modern, has become a must-have and submit to seasonal trends, continuing to like in 2008- the boardsports equipment developments already noted by Bernardo now takes the number one spot in sales at swear by high-performance shortboards sector strangely tends to prosper. Less Cioni at Holy Sport (Haydenshapes custom by Surftech, Walden x Surftech, Hurricane Surf as confirmed by CEO Craig alone. But this is only partly true because work, more free time and a flourishing Butcher. Their ultra-short format (5’-6’) the 2020 boards are hiding more generous Libtech, DHD…) and NSP who reported the leisure market. This time, the economic seems to have lost popularity and we specs behind the blade-like outline of a presence of a growing market in the south paralysis brought on by COVID-19 this are now seeing more longer fish, like the shred machine. Most notably, we think of of Europe for reasonably priced “PU and spring and the consequential lack of new one from Venon, the Spectre, “a fish the Flash Point and R2 from Chemistry: epoxy boards made locally, sometimes freight meant that reverting to national- with a lot of volume, available in 6’3” and the former goes for a rounder but still delivered to retailers in record time,” level production was favourable. Have 6’6””, says Brand Manager, Benoît Brecq. sporty outline while the latter has a flatter say Sander Blauw and Caren Forbes. At surfboards benefitted from this? While rocker “but is not too flat for the steeper many surf shops had drawn their curtains For Mark Price, CEO of Firewire, this is surf”, assures Commercial Director Willie at the start of spring, the garage shapers “While the market is flooded with the continuation of a movement started Smith. It’s the same mindset for 2020’s were ready and willing to start cutting garage brands there seems to be a several years ago: “The average surfer newcomer to Pyzel Surfboards, the out their foams while they waited for very solid demand for good quality is adding more foam under his or her Pyzalien 2, halfway between the high- their customers to be freed from the product” Kerry Powell, Surftech feet”, a trend reflected in the success of performance and “funformance” ranges. confinement. their Seaside fish, and he predicts that Pro-models continue to drive sales in this

26 27 retail buyer’s guide category, notably with Jadson André’s of ocean boards”. For him, soft boards epoxy consumption for the board at Matta Surfboards, the J5, just like represent the top choice for 70% of this same goal: “We are using his Lycra number from the CT. Cleverly, the emerging market, in the same mould as more and more infusion and shapers Nuno Matta and Ricardo Martins their Foamy Fish. Not to be missed then. vacuum techniques”, explain offer the option of ordering it “just that the team, while continuing little bit shorter and wider” than the stock MATERIALS & CONSTRUCTIONS to experiment on EPS blanks measurements, which is a way of having As Dane Reynolds suggested, why combined with carbon, guide buyer’s retail a pro board under your arm but staying change something that already works? Innegra, bamboo and cork within reach of the amateur surfer. At Unsurprisingly, the classic PU/polyester reinforcements. The workshop their Portuguese neighbours, Semente, combo boards still come out on top in is also experimenting with it’s the Vasco Ribeiro model, the VR-14 terms of sales. And for good reason, tracks of foam produced that is working for their customers: “Vasco affirms Nuno Matta: “No technology from algae, like the Algae is our Top Gun on the QS at the moment”, can beat the flex of a PU/polyester Technology from Arctic Foam. commends Nick Uricchio, Co-Manager board, especially in good waves. That’s The use of Bioresins is now and Shaper. Once again, it comes down why all the best surfers in the world widespread, just as moulded

to a pro model that can suit average level use PU/polyester, like you see on the cores are no longer only Lopez Gerry surfers with “a lot of volume, comfortable CT.” Manufacturers with a very “epoxy” destined for entry-level boards width, pronounced concave and nice heavy identity like Surftech are now also and serve to reduce the foam gentle rocker”. Pro, yes, but not too much! catering for this with their new Dual-Core, waste from shaping. We are more from the large online shops, a mix of “the float and pop of epoxy with especially talking about the Takayama marketplace types, regrets Nuno Viegas the responsiveness of PU on the rails”, models from Surftech labelled Ecoboard from Glassing Monkey (Simon Anderson “The mid-length category explains Kerry Powell. The success of PU is and the SecureCell blanks from NSP. Surfboards Europe), “who don’t want to will be cooking this year.” another trait of a European market more deal with stock but display large amounts Mark Price, Firewire focussed on pleasure than performance: More futuristically, the French shaper of product anyway”. “the retro and alternative designs are Romain Paul from Yuyo Surfboard is using still PU boards”, asserts Andy Wirtz from a hollow core created “by 3D printing Then there are the in-between ways like Norden especially since “the polished plastic rubbish, stratified with natural those offered by Kanoa: “To bring D2C and The biggest surprise comes from the polyester boards offer good looks” as do basalt fibres and a vegetable-based retailers closer together, we are offering (relative) boom in boards aimed at “polyester resin tints for the retro classic bioresin.” a ‘drop ship’ option, so that the board artificial and static river waves. “This is the designs”. can be ordered and paid for in the shop first time we have created a special range DISTRIBUTION but delivered directly to the purchaser’s in our catalogue”, states Johnny from To find innovation, you have to turn Faced with such diversity, it’s impossible home”. Cabianca Surfboards, astonished. So it’s once again towards epoxy boards. for retailers to cover the whole spectrum not surprising that regional initiatives are Torq are continuing to refine their of designs in their shops. Particularly seeing light of day to cover this, like at the ACT technology launched in 2019 and since the shops are “full of imported Visit our website to see in depth brand previews of this category. German label Kanoa Surfboards, sparked more specifically, an EPS board with boards from big brands, sometimes into action by “the increasing importance stratification that employs a matrix of on consignment sale, often with long BOARDSPORTSOURCE.COM of the river surf segment in Germany and fabrics that are pre-impregnated with payment timeframes,” adds Johnny the overall GAS region”, as explained by epoxy + hardener, as well as (non-woven) Cabianca. The D2C channel is therefore its founder Thilo von Osterhausen. The carbon reinforcements. The aim is to often a customer favourite and board HIGHLIGHTS country is indeed seeing many static and better control the quantities of resin labels are offering online ‘custom board 1 Hot: mid-length artificial wave projects being launched and used and avoid surplus to obtain a lighter builders’, like Matta, where the customer 2 Garage shapers even competitions. The other interesting board without “dead weight”, with flex can choose everything, from “logo 3 “One board quiver” point made by Thilo is “a transition from and above all, “reflex”. At Xhapeland in options, graphics, patches, technologies, 4 More accessible high-perf shortboard river surfers becoming faithful clients Portugal, they are also striving to reduce and much more”. The problem comes 5 Underground: Boards for artificial waves.

28 29 MARKET INSIGHT MARKET INSIGHT

UK We are all in this be their daily exercise. Unfortunately bankruptcy. “It’s another string to our together! Almost as soon as the ‘crisis’ commenced we caused a local furore on the village bow,” said Matt “but it was really touch- GERMANY we received letters from two large Facebook page when the kids were and-go as to whether we went ahead. In AUSTRIA In my last missive customers. One basically told us that FRANCE spotted together on a quiet country the end we decided that the optimistic SWISS I wrote about they would be taking 60 days increased lane. It’s all calmed down and now and approach was the only way forward ITALY enthusiasm. This credit – no discussion, no apology Alfie (16) is out on his board every day for our business and we’re banking on time it has to be – no enthusiasm or optimism. The delivering newspapers to vulnerable getting back on track ASAP and reaping about optimism, second letter asked for understanding, people. It seems that taking exercise on the benefit from the second online which, given the apologised for a situation outside their your skateboard is now acceptable – at trading base.” current circumstances, is in short control, said they would be doing their supply – but it is there and just has to best but requested that we ‘please least in our village. As a board business, big or small, make be uncovered. bear with them’. The letter reaffirmed sure you take advantage of all that the the value they place on supplier And it seems that our kids are not alone. Hard though it may be we have to relationships and on their own team Talking to Ali Chricton from Stateside UK Govt have put in place with various remain optimistic. The good thing is members. Skates he was taken by surprise. “When support schemes: Postponing VAT and that it’s easy to be enthusiastic about the first lockdown was announced we PAYE, supported loans for business boardsports, and usually, enthusiasm The big thing for me was that the prepared emergency cashflow forecasts, (zero interest and capital repayment leads to optimism. second letter went on to talk about the got ready to implement the furlough holiday for the first 12 months), 80% future, the boardsports consumers and procedures and were ready to batten contribution to furloughed staff and, for The world today is so different to a few their inherent enthusiasm, the (hoped down the hatches. Then we were taken smaller businesses, there is the ‘Bounce short weeks back - our own business, for) bounce back. There was a marked completely by surprise. Our skate Back’ loan scheme. Get in there. like so many in the boardsports industry difference in approach. One showed business in the UK is up 50% - we are - has been severely impacted. We are signs of optimism and enthusiasm. struggling to cope – the reverse of what Whilst remaining optimistic about our not alone – we are all in this together I expected. It seems that the necessity future it is impossible to ignore these and we will (hopefully) all come out the So what of the consumers? Will they to keep fit and to keep the kids busy is terrible times and the impact it is having other side emerging leaner, certainly bounce back? Is there a pot of gold on everyone. The impact on business, driving this business.” Fair to say that fitter and ultimately more likely to be being built up (what can they spend the additional stress and worry is Ali is both optimistic and enthusiastic. I able to cope with the vagaries of future their money on right now) and, if there immense – for owners and employees, would be. business – many lessons will be learnt. is such a pot, how quickly will that pot for family members – for all of us. And we really ARE all in this together. get spent? However there is one thing I am certain I also managed to get hold of Matt from Amongst all the doom and gloom about - our consumers, our riders are I don’t think we can kid ourselves that Absolute Snow (working from home). there is a real sense of togetherness. enthusiasts. They are optimists. They are Retailers are struggling, distributors are the lost revenue will be regained but In our pond Absolute are primarily a looking to getting out on their boards, struggling, brands and manufacturers it does seem obvious to me that all snowsports retailer: “At this time of they are craving the outdoors and when are struggling – and there seems very our consumers are itching to get back year we expect it to be slow on winter little we can do except to struggle on on their boards and from our own it is safe to do so they will return with a sports so nothing new there. The real vengeance… and if Ali from Stateside is together and support each other. business (which is still open and still kick in the pants for us was not getting shipping with myself and the family correct we may well have a few more in an end to the season – we lost the last our congregation. Sometimes it is the way that the in the warehouse) I can see from the few critical weeks and this means we support is delivered that makes a daily orders that things are starting to are carrying more stock through to next difference. Debt collectors need to move… albeit slowly. From a dead stop Finally we have to put it all in perspective year. And there lies the real issue. Are understand that, whilst money still has initially sales are moving in an upward – I hope you are all healthy? We need to to flow, sadly for some it has dried up direction. people going to book winter holidays? remember that some are suffering much completely. Creditors need to be patient Are they going to be prepared to travel? more than we are. Some have lost loved and to work with their customers – Some of us are luckier than others and I believe that they will, but… there’s ones. This will pass but some things can on the other hand customers need to are able to combine their daily exercise still a big but!” never be ’put right’. Stay safe, stay well, be understanding of their suppliers and get out on a board. As stepfather get back on board as soon as you can. needs. It appears that not everyone to four skateboarding kids (three girls, Absolute Snow recently purchased understands this. boy) it was agreed that skating could the Freeze name from the ashes of GORDON WAY

30 31 bigwig interview “we have seen an expansion into categories we needed such as accessories and sandals, and a renewed focus on the women’s line.”

positions. These are the people we were working to offer much more than in the past because these with before and are the guardians of the brand and specialists have greater resources dedicated to

so the essence of the brand design has remained each of these markets. From a product standpoint bigwig interview as it was before, which is critical to us. So with everything we had hoped for has started to happen many of the licensing teams in Costa Mesa and and in general as a licensee we have the right to many of the licensees headquartered in Orange produce products that we feel we need in the County everybody is working together building a common thread across the brand. On top of this brand owner BlueStar has built a central team to “80% of sales previously came from the coordinate everything, across all the licenses and men’s market. However now we will have across all territories. They have hired from a new a dedicated business plan for women.” brand Marketing Director, Erica Ryan, Federico Bellegarde as Business Development Director and a Licensee Director, Jake Shalom. They understand the business and have a lot of experience in each of their own areas and have the sensibility that European market but that are not part of the global the business needs to keep on driving it forward line. in the right direction maintaining the value proposition that Hurley offers. We are in regular Tell us what’s happening with communication with this team and provide input your men’s collection. on what we believe the market wants. In men’s one of our key priorities is to build the brand’s winter offering so we have product to suit BIG WIG INTERVIEW conditions for all 365 days of the year. The winter “In terms of athlete pay, firstly companies outerwear collection has been designed by Thread HURLEY'S JAVIER CARRERA that sponsor them need to protect their Collective based in Montreal, Canada so they know all about cold weather gear. It has two lines long-term future or they will not be one focused around the urban look and the other SOURCE reported back in January that long-time Nike employees Javier Carrera and David Meire had been successful around to sponsor the athletes in the a really technical offer for the cold-water surfing in their bid for the ownership of Hurley EMEA. The pair had the deal in the pipeline for many months and in doing future. This will probably mean that environment. Both are technically excellent with a so had managed to broker a favourable outcome whereby they now have the pick of all Hurley products via their twist to give them the Hurley look. licensees, allowing them to focus their categories according to the needs of the region. With the dust settling on the athletes pay will be cut in the short term deal, we caught up with new EMEA CEO Javier to see what developments have been made. In a wide-ranging interview to a level that enables the athlete to And what are the focuses with we explore how the company is turning the brand into a 365 surf brand, a new emphasis on their women’s line and how survive but at the same time with all the the women’s line? Hurley EMEA will take the lead in the brand’s wetsuit programme. We also cover Hurley’s EMEA athlete programme We had really good meetings with the woman’s and how they’ll be telling their surf marketing stories through a rock ‘n’ roll lens in the future. restrictions on travel, demands placed licensees. It's great to have such a focus on the Interview by SOURCE Publisher Clive Ripley & Editor Harry Mitchell Thompson. on the athletes by their sponsors are women's program, as traditionally Hurley has had a very male focus, with 80% of sales previously somewhat diminished.” coming from the men’s market. However now we After our last interview you went back to Hurley “Men’s surf apparel - the licensee has will have a dedicated business plan for women. headquarters at Costa Mesa. Tell us the news from kept most of the team intact so the key For swimwear the women’s licensee is Inmocean your trip, and indeed since our last talk in January. who are super specialists in the category and for people designing, developing and driving How’s the product looking? women’s apparel it’s Hybrid who is a producer of We went there without really having an idea the collections have remained in their We have seen most of the spring summer product premium women’s products and has a very strong about what we would find and we were very line and we are very happy with it as it’s a design team. Both are located close to the Hurley pleasantly surprised. We met almost every license positions. These are the people we were continuation of the existing Hurley design direction. Costa Mesa offices and as the USA and European team, most of whom were based on the campus. working with before and are the guardians At the same time, we have seen an expansion into women’s markets are so similar we are expecting For our most important category - men’s surf of the brand and so the essence of the categories we needed such as accessories and great things from these relationships. apparel - the licensee has kept most of the team sandals, and a renewed focus on the women’s intact so the key people designing, developing brand design has remained as it was line. In fact, as we now have specialist licensees in And I understand the wetsuit and driving the collections have remained in their before, which is critical to us.” many of our smaller categories, we are now able programme is going to be run globally

32 33 bigwig interview “For wetsuits we will lead the global But I think consumers will want to be out and “Competition surfing is much less wetsuits program as it’s a key category about as soon as they can and feel that shopping How do you see communication experience. So, I think fall/holiday will be okay. accessible to this mainstream audience. with the consumer changing? Story telling takes us back to the for us in Europe. We moved the stripes to We are seeing an emphasis on content creation How else are you helping retailers? Is there romanticism of surfing. We also see and less on performance competition now the big the arm where there is less stretch than anything you can do on your socials regionally the importance of the surf/rock ‘n’ roll Wave Tour has been cancelled. The story telling the leg to give the graphic a longer life.” bigwig interview connection in the future of the brand.” of the whole journey on how you get to riding to direct customers to your partner stores? the wave helps the general audience understand Social media at Hurley is currently run globally surfing. Competition surfing is much less accessible Valentine Grandamme is Marketing Manager, so it’s not a tool we can use locally in Europe but by you here in Europe? to this mainstream audience. Story telling takes us Marion Velten runs our supply chain and Manon obviously this will change in the future. So, what For wetsuits we will lead the global wetsuit’s back to the romanticism of surfing. We also see the Jouanine is Product and Design Manager. I’m we are trying to do is activate local community program as it’s a key category for us in Europe. importance of the surf/rock ‘n’ roll connection in leading the e-commerce with David at the moment events such as those through the Hurley Surf Clubs, Wetsuit manufacturing will remain at the same the future of the brand. but we are looking for someone to take this role for example wetsuit testing at retailers. Obviously, factories in China and Japan and we will continue on. what each brand does will depend on which tools it to evolve the wetsuit line little by little as we see When do you see surfing events restarting? has available. With us we see it very much as a DIY the results of hardcore testing. For example, we First of all, our events are outside and, on the How is the brand dealing program, we supply the toolkit and each retailer moved the stripes to the arm where there is less beach, and so should be easier and earlier to with the current retailer environment? can choose the tools which will work with their stretch than the leg to give the graphic a longer life. resume then many other sports. This could create Obviously everything stopped except for digital so own specific community, as the local shop knows a real opportunity for us because broadcasters we invested heavily to get this right. We have been much better than the brand what will move their How key is sustainability around the world are running out of content and developing our own e-commerce site for Europe, local scene, this is particularly true in Europe. The in your product development? if we are one of the first sports to restart our and we’re super excited to announce the launch of plan is to continue to expand the Hurley Surf Club Sustainability is obviously a super important topic competitions then there could be a great deal of our new Hurley website for the EMEA region. It’s a network. for us in Europe. We feel the Hurley brand has long demand from the mainstream broadcasters for our completely new platform that has been developed been committed via programs such as the Waves content. for Water. Sustainability needs to remain a core purely with the consumer in mind and aims to essence of the brand and not just for marketing, it Have you moved into your deliver the best of Hurley on every level. We “I think after the lockdown everyone have a very strong assortment with several of our needs to be designed into the product. You will see new offices in Barcelona? will be looking for an outdoor summer, more from us on this. The office move was completed the day before the collaborations shown, as well as info on our surfers lockdown in Spain. So, while we were working from and brand ambassadors. We’re already working on so this should help our business. What’s the latest on the athlete home everything was in place and ready for the a loyalty program that will bring exclusive benefits Tourism will also be much more program at Hurley? restart. We now have plenty of space to expand the for the Hurley community. For us the survival of Hurley have re-signed some of their key athletes business and we have also increased the size of the retailers is key as wholesale is 70% of our business. localized, and people will only drive and BlueStar are aware of how important that showroom. The new office is 10 minutes walk from We made no shipments to retailers for a number around inside their own countries.” program is for the brand. We are still waiting of weeks throughout the lockdown. Some stores to see the long-term plan but obviously a lot of “Our events are outside and, have cash reserves, and some don’t so we helped negotiations are now on hold but the first steps on the beach, and so should be easier them on a case by case basis. We understand Can you give an overall assessment with Kai Lenny and Carissa Moore have been and earlier to resume then many other when accounts say “don’t send us any product of how COVID-19 affected your business. taken. Athletes will definitely remain a key part sports. This could create until we can reopen our store”. We proactively We have been far more focused on what we of the Hurley marketing mix. In EMEA we have a have done some cancellation as retailers won’t be can do, than on the things we can’t control, but short-term agreement with Nic Von Rupp and will a real opportunity for us” able to take all the inventory, but we will hold it in economically it seems to me to be a worse situation be working on securing him after the COVID-19 our warehouse in case business goes better than than anything since the second world war. It’s hard situation clears up. where we were based before at the Nike Barcelona expected for some. to predict what will happen but I think after the In terms of athletes pay, firstly companies that office. Yes, you’ve guessed correctly it’s 10 minutes lockdown everyone will be looking for an outdoor As June, July and August are the key months for sponsor them need to protect their long-term closer to the beach than it was before. summer, so this should help our business. Tourism future or they will not be around to sponsor the Hurley we are super prepared to meet demand will also be much more localized, and people will athletes in the future. This will probably mean Who is on the management team? as it picks up. Fall is a big question mark; a lot of only drive around inside their own countries. I also that athletes pay will be cut in the short term to On top of the arrival of myself and David Meire the brands are cutting orders to shops by 40% but I think after the virus most people will return to a level that enables the athlete to survive but at we have made a number of changes to the think it won’t be as bad as that and we need to take what they did before, some habits may stay longer the same time with all the restrictions on travel, management team and this has involved elevating some risk. We will see what happens with back-to- like washing your hands, but from a consumption demands placed on the athletes by their sponsors the young guns in the team, most of whom are school, for sure consumers will have become much view I think younger people will want to live the are somewhat diminished. We all need to take the surfers. Jose Pascual is now in charge of both more attuned to buying online and will be more day even more than before. But right now, we focus hit together now in order that we can all survive our retail and wholesale, Carlos Fernandez is experienced online shoppers, which will change on the next nine months rather than any long-term the crisis. Merchandising and Digital Platforms manager, the dynamics between consumer and the brand. planning. 34 35 36 37 retail buyer’s guide RETAIL BUYER’S GUIDE of inflatable SUPs falling by the wayside; “I see all of the technologies representing around 95% of the sector SUP 2020 as a co-dependent /symbiotic according to most of the brands we asked. necessity.” Anthony Scaturro, The future of rigid composite models seems With the closure of the beaches and a halt to sport in to be quite limited beyond core participants general across Europe amidst the pandemic, the impending SIC Maui because “you can hardly make a consumer

return to freedom represents a significant additional lever who lives in an apartment buy a 12 foot guide buyer’s retail for SUP as a sport, with the most accessible boardsport players had already taken precautions, long hardboard,” as Renwen Lu from Aqua continuing to increase in popularity and participation. figures Neal Albaz from Poolstar (Coasto, Marina clarifies. The logistical constraints 2020 retail buyer’s guide and trends. Skiffo, WattSUP, ZRay), and after a of rigid boards begin much further up the By David Bianic. disappointing 2019 due to the weather, had chain than that, as Stuart Poynter from Tiki stocked up at the source from “European points out: “Courier costs are increasing year brands who had stock available, finance on year and most couriers now charging offers and offering limited risk” after having volumetric rather than by carton quantities.” resorted to importation the previous year. The future of rigids will depend on loyalty Overall the feeling is optimistic for the built with the sport’s participants who might future of the market, even though “it’s no turn towards composite models if “for a secret that the double-digit growth in the second SUP they want a rigid/training/ market is gone”, as pointed out by William touring board” (Jan Strindler, Kona Sports), Doornekamp, B2B Marketer for Jobe Sports or even for their third acquisition (Tony International. Accessibility to recreational Yeung, Aztron). For Anthony from SIC Maui, SUP also makes it an appealing product for you have to see the relationship between emerging touristic nations such as China inflatable SUPs and rigids like a pyramid for example, says Renwen Lu, Marketing with inflatables and thermo-plastic rigids Director at Aqua Marina (based in Shanghai), at the base of the building and at the very while in countries with a strong boardsports top are the rigid race boards. The more the culture like in France, “the market looks base grows, the more the summit enlarges slower than last year”, evaluates Patrice proportionally: “I see all of the technologies Remoiville, Founder of 3 Bay Paddle SUP, as a co-dependent /symbiotic necessity.” highlighting the disappearance of a few big brands from France. It’s the same tone in Indeed, the figures seem to translate to a Germany, Anja Scheuermann, Marketing transition from all-round boards to touring Manager for Yolo Board is expecting “to

INDINANA models (further, longer), like at Ari’i Nui hit the ceiling in 2020”. For the team where the category represents the largest at JP Australia (Sören Siebeck, Division part of the market, reveals Benoît Brecq, Manager Europe and Philip Mackenbrock in Brand Manager. It’s the same touring Marketing), it’s about gaining perspective: Apart from clothing, SUP is perhaps the Global Brand Manager for SIC Maui who element driving Mistral, Naish, Aqua Marina, “the market in total is still growing. It Aztron, Jobe, Sroka, Yolo, Indiana, Infinity, JP most universal product in the boardsports “had very strong 2020 retailer bookings”. is differentiating more though”, in the Australia, Kona, Norden, NSP, Poolstar and As ‘luck’ would have it, many of the market industry and it was hit by the full force sense that the number of sales points has Red Paddle Co. A good example is Starboard of the COVID-19 pandemic as many of its increased but “all this might result in smaller who are introducing two models in this players manufacture on Chinese territory. “It’s no secret that the double market shares for different brands and shops category, the Waterline (flat-water touring) Production, supply, distribution, the whole digit growth in the market is although the total number of sold SUPs and the Generation, a board “which offers chain found itself at a dead loss just as gone.” William Doornekamp, might still be growing.” a 3in1 for Surf, Race and Cruising”, aimed the summer season was starting to look Jobe Sports International at participants looking for narrower touring promising, confirms Anthony Scaturro, TRENDS 2020 SUPs, explains Ping Lekdee, Communication There’s little chance of the dominance 38 39 retail buyer’s guide Manager. Commercially speaking, touring represents a really big sector, assures the team from JP Australia, “being in the medium to high price level.”

But it has to be said that beyond this trend, the other main traditional SUP disciplines (waves, racing, rivers) are relatively moribund, unless you opt for ultra-specialisation like Hala Gear who are dedicated to whitewater and are predominantly counting on a population “of former kayakers and rafters really expanding the whitewater SUP market”, [email protected] assures Victoria Ohegyi, Marketing Director. A small comeback for wave models should be mentioned, encouraged by the arrival of all-round models, “combo boards that can SUP surf, SUP foil and also be used for wing-surfing”, explains Scott Trudon, Brand Manager for Naish, mentioning their Hover Crossover “4-in- 1”. Starboard were the first to draw guns with their Hyper Nut model that became the brand’s “best-selling single model”, STARBOARD “Combo boards that can SUP surf, SUP foil and also be used ideology of Kite, SUP and Windsurf into a for wing-surfing.” single flying experience optimising both Scott Trudon, Naish light wind and high wind performance. Of course, foil may represent a certain dynamism, but the furore should not hide the overall anecdotal market share reveals Ping Lekdee, just like JP Australia’s when it comes to the SUP sector. Steve solid success with their Foil Slate, a Swiss West, Brand Manager at Mistral sums up army knife, at ease as an SUP surf, SUP foil, the situation with a pretty funny analogy: wingsurf, wingfoil, windsurf and windfoil! “It’s a creative distraction in an otherwise Suffice to say that some are going this way immature market in respect of SUP. It’s with their inflatable foilboards, which is a bit like asking the average driver to the case at Indiana and Naish: “We have invest in F1 car performance when most VIBRANT also just added 2 models that are meant end-users are still figuring out how to 8'0" for use with our wing-surfer and a foil”, paddle properly and are just as happy reveals Scott Trudon. with a Morris Minor as long as it’s the Starboard and Airush have been working right colour.” Then there’s the fitness/yoga Follow us on: AQUA MARINA together to develop the recently launched category that continues its ascent #UltimateSUP GLOBAL

FreeWing which fuses the innovation and WWW.AQUAMARINA.COM

40 retail buyer’s guide but only concerns a small few boardsports retailers, the board here being a piece of equipment rather than a “vehicle”. More surprisingly, Surftech are reporting a proximity between the market of prone paddleboarding and that of SUP. Kerry Powell, Brand Manager for Jorcani Sports (European distributor of Surftech) says that “many SUP races and tours are now putting a prone element inside their races to help support the growing market segment.” Well-placed in this Aztron niche, Surftech are leaning on the expertise of Bark boards (Commander and Sprinter are aimed at schools and rental facilities models) with their Tuflite Fusion V-Tech thanks to their indestructible build. The (entry-level), C-Tech, Ghost Carbon and EPS SecureCell core is stratified with even an inflatable version. a carbon fibre used by the army, then wrapped in an ultra-durable styrene- INNOVATIONS 2020 acrylonitrile “bullet skin” layer. Launched Let’s start with rigid models as the new in 2019, these HIT Cruisers “are a big designs and constructions are scarce! part of our 2020 growth”, assures Caren Patrice Remoiville from 3 Bay delivers Forbes. Apart from race boards, whose a unique 14’ racer named the Squid, constructions continue to refine the “inspired by whitewater kayak designs”. weight/durability ratio by using carbon The result is an outline whose pronounced and new cores, composite models seem to wide point is located in the rear quarter have reached a development plateau. while underneath the board, the width at the waterline remains 21.5”. At Infinity When it comes to inflatables, the advent it’s the Whiplash (flat water) and Blackfish of multi chamber constructions is feeding (all-round race) models that inherit a new the ideas machine. At the beginning, construction option, Team Elite Carbon, “a multiple air compartments served as a new carbon-moulded technology” reveals backup in case of a leak or puncture. In the Andrea Di Sante from European importer end, this constraint has morphed into an JLID Distribution. This costly construction asset. Mistral are using double chamber made in the Kinetic factory requires a technology with their Twin Air Inflatable mould to be made for each board size, Technology with two compartments - “but the payoff is incredible”. right-left- separated by “a unique narrow centre hollow void, constrained by an At the other end of the spectrum of the outer compression band”, explains Steve discipline, the NSP Cruisers with their HIT West. Another example comes from Aztron (High Impact Technology) construction whose Compact Double Chamber LITE

42 43 retail buyer’s guide technology features on their 10’ NOVA. The brand has therefore gone on to use The second “back up” 60-litre chamber heat-welding technology throughout their allows a reinforcement “i-beam” to be inflatable range (apart from the Superlight inserted underfoot “to increase the board range). stiffness by up to 20%” promises Renwen Lu. HELP FOR RETAILERS Well aware of the constraints of storing This board, as well as the Fly Air Pocket SUPs in shops (especially rigid models), from Fanatic, are surfing on the “compact” brands are offering retailers solutions concept introduced two years ago by Red in order to get the most out of their Paddle Co, who have just added an 11’ investment. Victoria at Hala Gear model with a resolute touring vocation to recommends “to pick 3-4 models to the Compact 9’6” they initially launched, display and take brands up on their offers “that still packs down to half the size of a to dropship” (orders made at the retailer, standard inflatable board”, reminds CEO delivery carried out by the brand). This John Hibbard. At Coasto, the boards are is a commercial option also on offer at “designed in 3 vertical parts with EVA Infinity for example. As for William at thickness developed accordingly to the Jobe, he suggests that shops return to folding lines” for a 40% space-saving gain, assures Neal Elbaz. Also not a bad idea is the split fin-box from Indiana, a fin-box THE FUTURE OF divided in two which means that “folding the board is faster, more easy, more compact and with less risk of breaking the PADDLEBOARDING fin-box when you fold the board,” explains Maurus Strobel, Founder of the Swiss brand. 2021 RANGE COMING SOON Dropstitch technology has been gaining traction at many different brands since last year. Starboard introduced a new technology in 2020 called Woven, “which is both lighter, stiffer and stronger”, assures Ping Lekdee. The weight is reduced by 1.5kg on the All-Star Airline and the rigidity is improved by 25% for a feel that’s more like a rigid board with less wasted paddling energy.

One of the most important innovations is equally as invisible to the naked eye and concerns the lack of glue used to assemble the layers of PVC. Over time, the glue hardens and eventually cracks and “UV radiation and high temperatures accelerate this effect”, explain the team at JP Australia, letting the air escape gradually. AQUAMARINE REDPADDLECO.COM

44 retail buyer’s guide an omnichannel strategy to offer a quality of service that’s consistent between the physical and online sides: “Shops can stock a lot of AIR BOARDS 2020 DOUBLE CHAMBER products in their warehouse, TECHNOLOGY while showcasing just a few With the signature Double Chamber Technology, models in the showroom. Aztron redefines the safety standards of the When consumers look online inflatable stand-up paddle board industry. The dual chamber construc�on ensures 50:50 air and see something is in stock, distribu�on to guarantee the rider’s safety. they can go to the shop and an employee can pick it out of their warehouse to show the physical product.” To ensure more margin though, it’s better Co. Paddle Red to go for pre-orders rather than last-minuters, assures Andy information, it’s clear that the SUP market is Wirtz from Norden. Ping from Starboard showing great vitality, even if it does mainly advises small shops to concentrate on concern an audience of casual participants. two brands, no more, and to carefully It is perhaps the only boardsport to not be consider if these brands offer a guarantee dragged upwards by an elite of SUPers. So COMPACT FITNESS ALL-ROUND TOURING MULTI-PURPOSE SURF/RIVER RACE MULTI-PERSON it’s not so much the stars of the sport or the aesthetic dimension of the boards that make “To pick 3-4 models to display the difference but their pure technical/ and take brands up on their practical characteristics, which are much COMPOSITE offers to dropship.” more tangible points for retailers to defend Victoria Ohegyi, Hala Gear BOARDS than hype is. Something to ponder. FROM CARBON PRO RACE TO SURF BOARDS

Not only is Aztron known for our Double Visit our website to see in depth or restocks. This is exactly what JP Australia Chamber air boards, but also our intergalac�c brand previews of this category. composite board collec�on. From carbon fiber are highlighting: “Take some basic stock for race boards, bamboo epoxy board to so�-tech BOARDSPORTSOURCE.COM BODYBOARD WAKESURF SURF SURF SUP ALL-ROUND TOURING RACE all-round board, discover our 2020 new line of the start of the season and re-order quickly hard board products. with the supplier when his stock is getting low” because “in this business model the HIGHLIGHTS supplier/distributor (…) takes a big part 1 From all-round to touring of the dealer’s risk.” Likewise, Red Paddle 2 Multi-discipline boards has such confidence in the quality of their 3 Prone paddleboards iSUPs- “We have a return rate of less than 4 iSUP compact 0.5%”- that all 2020 models come with a 5 Dropstitch (woven and X-stitching) 5-year guarantee. After gathering all this 6 Dropshipping sales

46 RIDE INTELLIGENTLY WWW.AZTRONSPORTS.COM of interacting with customers and tried As we have returned to store operations, new ways to really engage with customers. the store teams gave our teams the I think the notion of digital experiences tools to be safe along with operational and what those opportunities may look guidelines. As we have returned we have like are clearer to us now than they were seen less traffic, but higher conversion. In before the crisis. Digitally we saw a shift of general, many people are looking online some of our existing store customers, but and coming in more informed than ever we also attracted new customers through about what they want. This trend of highly the cycle. informed and shoppers with high intent was true pre-crisis but has continued to One of the keys was that we had started accelerate. One of the keys for retailers planning for many potential outcomes in is being able to connect all the inventory, late February as we saw the emergence of points of contact, and deliver on brand and the pandemic. As far as our organizational provide a great experience for customers. work, the teams pivoted quickly to We will continue to refine these practices and opportunities based on what we have learned during the crisis. I think as we move forward it is clear that both the retailer and brand have to What were the key performing categories partner on behalf of the customer and for in your eComm biz over the lockdown? And what categories/products have been the long-term health of the industry. trending since opening? Retail Expertise Obviously, the cycle started with about 30 days left in the winter season. As BLUE TOMATO home office setups, we had some fun resorts closed, the snow portion of the internally with office setups and home business decelerated pretty quickly. Like SOURCE Editor Harry Mitchell Thompson office. Our IT team helped us maximize many retailers, we have seen a positive spoke with Blue Tomato CEO Adam Ellis to the technology tools we have used to trend in skate that has been building for find out how the European snowboard retail continue to collaborate and work to improve customer experience even with behemoth faired over the COVID-19 crisis. the circumstances. Our HR team really As we have returned we have seen did a great job of helping us navigate the less traffic, but higher conversion. In transition while prioritizing the well-being of our employees. I think an opportunity general, many people are looking online Tell us how BT was affected by the employee safety and local mandates, but we see is leveraging what we have learned and coming in more informed than lockdown, from announcement date, to throughout the process we focused on the about remote work to continue to evolve ever about what they want. This trend store closures and online performance. health of our employees and customers with the times relative to office setups and The impact to our business has been and let that guide our decision-making practices. of highly informed and shoppers with profound and by that I mean it has progress. high intent was true pre-crisis but has obviously impacted our results, however Our buying and planning teams have continued to accelerate. it has also impacted the way we serve As we closed our physical stores we did see worked hard to reforecast our business customers, work together organizationally customers engage more with us digitally during and post crisis and then have really and with our vendor partners. including transactions for goods, but more worked to be transparent and cooperate the last year. The acceleration of this importantly to me we saw a big increase in with our vendor partners. This crisis is cycle continued during the trend and First in terms of sales and results, the social engagement and other touchpoints a challenge for us to work through with is performing well. We’ve also seen an closure of stores was significant for us with our customers and communities. brands and vendors. I think as we move increase in interest in balance boards and financially and the communities around Our fulfilment and store teams continued forward it is clear that both the retailer surf throughout the cycle. The river surf our locations. We have 50 shops in five to engage and serve customers and brand have to partner on behalf of scene seems to be growing and increasing countries, so obviously the closure of throughout the cycle. The increase in the customer and for the long-term health in popularity as there is less opportunity physical was a hit to sales. Our focus on digital engagement was supported by our of the industry. to travel to surf. deciding when to close was a function of marketing teams and they did a great job

48 49 Tell us about the operational changes you are really trying to think through the season’s last ride which was stolen by the had to implement in-store on reopening. integration of digital. For instance, how The openings the last few weeks haven’t pandemic or to get an early start on this Have you spotted any interesting can we support premiers, winter kick- had a big impact in terms of business. season. We always get a kick out seeing consumer buying habits? offs, brand interactions digitally. Typically, With the way the season ended, I think Stores have re-opened with less traffic we have really tried to create powerful friends and co-workers out there. but higher conversion. The shopper is experiences for our customers at events it’s a chance to get out and either get coming with more intention around their and we will continue to focus our efforts your last season’s last ride which was As it relates to the season, I am confident visit and is typically looking for a particular on impact more than reach as a function stolen by the pandemic or to get an early in our employees and the company. We item(s). In general there is less browsing of our events while integrating digital. start on this season. have learnt a lot in the last ten weeks, and more buying. We have seen our units I have been really impressed with per transaction go up post-closure which I What's your take on the upcoming think is indicative of the customer coming winter season? How will you be tackling everyone’s ability to adapt, learn in the less, but buying more items when they do. old stock issues and insuring you inject early for all the winter retailers so we are moment and apply those learnings to newness into the market should things sure there is a fair amount of stock that is move us forward. I am also confident that As you can imagine spending all day in a come back firing? sitting idle and will likely be aggressively our brand partners are going to deliver mask is challenging for the store teams. We are working hard on continuing to priced to start this winter. on great campaigns and products that are We all appreciate their willingness to move our business forward relative to going to inspire our customers. I am also be there for our customers and for the the winter season. Blue Tomato was born The real key is to have a compelling confident the customer is going to be out company. out of a passion for snowboarding and assortment that is less about price and we are committed to the experience for on the mountain this year. We believe We have also seen an increase since our customers. We are looking at ways of more about strong storytelling, exclusivity more than ever that our customers reopening in customers’ desire to both really being more holistic in our approach and a strong brand or technical component will want to engage even more around pick up in store and to return to store. We to the season and to what it means for behind it. I am confident we will have a their passions after living through the continue to encourage these options to our customers. We want to be part of strong assortment for this winter that has pandemic. We think peoples’ interest in customers in order to increase our contact the experience more broadly than just these critical elements. and engagement with the customer. the retail portion of winter. We have a engaging with others and having powerful experiences isn’t something that will school in Obertauern, we have supported Are you looking to any foreign markets As we have seen the active cases decline, women’s riding days, kids riding days, disappear and those are things we feel we or different markets in general for markets we have begun to see the traffic our team riders and we are looking at are well positioned to service. return in relation to the decline in the these models and other ideas to extend inspiration or lessons on how to go presence of the pandemic. experiences for customers to connect to forward? the experience of winter. I am hopeful in I don’t think we have found one playbook the next few months we will have some so far that is really one to rely on. We are What are the biggest opportunities you're cool new things to announce as we kick off always surveying the markets to see what spotting out there in the retail landscape the season. is happening as we think about how to at present? It would appear that the current cycle will We have remained committed to the stock operate and how to react going forward. include partnerships, acquisitions, and re- that we had ordered prior to the pandemic Obviously, we have looked at what has organizations as evidenced by some recent and we are confident that within the happened in South Korea, Singapore, and activity. Due to the fragmented nature of assortment we have with our brand locally in the markets of Europe to see the broader market, I think we will see partners there is a lot of new exciting what practices are working. different outcomes and possibilities ona product and some exclusive products to by market basis. Blue Tomato in Europe that will excite Finally, with Kaunertal and Hintertux customers. In terms of infrastructure, it appears reopening have you seen a general uptick everyone is thinking about their shops and As it relates to aged inventory and old from this? Does it give confidence for their role within the broader context of stock we will work with our vendors and be next winter? their business. promotional where necessary on seasonal The openings the last few weeks haven’t As we think about events moving through non-carryover to manage our inventory. had a big impact in terms of business. the rest of the year and in the future we As noted earlier, the season ended 30 days With the way the season ended, I think it’s a chance to get out and either get your last 50 51 retail buyer’s guide RETAIL BUYER’S GUIDE more widespread market. We see a lot of (Falco), and of course Oakley (Sutro). At Red mid-range alternatives and niche brands Bull SPECT, Head of Brand Marius Cadalbert SUNGLASSES 2020 coming and the sport segment is on the confirmed their, “focus on wrap-around styles rise with performance styles being adopted to guarantee best protection and secure fit,” Here comes the sun! Find all essential 2020 sunglasses styles in our by the fashion scene as well,” said Robert pointing out the special requirements of Retail Buyers Guide by SOURCE Skateboard Editor Dirk Vogel. Olsson, Co-Founder of Spektrum. The skydive and motocross athletes as inspiration. focus on performance takes centre stage in sunglasses collections from boardsports 2. Oversized women’s styles. This summer’s guide buyer’s retail brands this season, informing everything shapes are more diverse than ever, but from frame shapes to lens tints and Oakley’s Will Conk has a finger on the pulse: materials. “Right now we are seeing a trend towards oversized frames for females and boxier Looking at price points, brands respond to styles continue to be a hit for the modern consumer demand for functionality even at man.” Look for generously proportioned the entry level, where labels such as Carve panto-style frames that look flattering on a and Sinner stake their claim. As Dirty Dog’s wide variety of faces, as well as surprise hits Sales Operations Manager Tom Lazarus such as modern interpretations of classic cat puts it: “Our Eyewear range centres around eye shapes as well as feminine aviators true affordability at €44.99 to €64.99 whilst still to the ‘go big, or stay home’ credo. providing the technology and functionality you would expect at higher price points. 3. Colour explosion. From front sections With acetate and Grilamid TR90 in our plastic to temples to lens tints, this summer’s options and Polycarbonate polarized lenses, sunglasses are all about colour pops. Shay our sunglasses are punching well above their Williams at Dragon Alliance, confirms that Dragon weight.” Performance brands position their “Dragon’s Seaglass collection has seen sports-specific styles between €130 to €150, a rise in both pink and copper mirrored but the ceiling is high for premium models lenses, proving there’s a market for fun and As consumers weigh staycation over the built with quality like our purpose-built Cross including Dragon’s XP Collection at €245. outwardly flashy colours.” SPY+ is stoking possibility of vacation, nothing is the same Performance Collection and a solid feature Experience is key in finding the perfect pair of consumers with the Glowed Up Series, in summer 2020. But people still need sun base. In conjunction, proper marketing, shades, so Maddy Smith, Marketing Director “glowing with supernova-like intensity, at SPY+, encourages retailers: “Take the protection. “In the current society where distribution, and brand awareness will these sensational colour combinations fuse doors off your eyewear displays! Open cases bright neon with soft matte black for an more and more people get health conscious play a role,” said Shay Williams, Product and look for good quality protection for encourage engagement, engagement equals electrifying look. Classic black didn’t just Development Specialist at Dragon Alliance. sales.” grow up, it Glowed Up.” Melon has added their eyes, sunglasses are a huge growing “The market is maturing and where we category,” said Marie Azam, European Brand colour splashes to the Alleycat model, “a high mainly had high- and low-end fashion THE 3 MAJOR SUNGLASSES TRENDS TO performance MTB focused model made in Manager at Carve. Asking around among sunglasses a few years ago there is now a WATCH IN 2020 COLLECTIONS Italy with ZEISS trail performance lenses, a brands, authenticity and purpose emerge whole new category for us but it is flying off as common themes for the season. “Brands “The market will further bifurcate: To 1. Performance shields. The eyewear the shelves as we still undercut the big boys,” need to understand themselves and their price point styles meaning good shades equivalent of ‘ugly tech sneakers’ is having said Melon’s Neil Slinger. customers more than ever. This is a time its moment this summer. “We are seeing the where core values matter more than before,” at super affordable pricing and to high end product built with quality like return of high wrap glasses gaining popularity FRAME SHAPES said Rory Atton, founder of dewerstone, an again with younger consumers. All over the As boardsports brands realign their outdoor brand based in Dartmoor National our purpose-built Cross Performance globe, big cylindrical shields are winning in collections around sports performance, last Park, England. Collection and a solid feature base. 2020,” said Will Conk, Director of Sun Product season’s fashion-forward round frames take In conjunction, proper marketing, at Oakley, who historically started the trend a backseat. Taking the wheel are rugged, This return to core values is already distribution, and brand awareness will with their Blades line. Look for shields and square frames equipped with performance transforming the brand landscape. “The wraprounds from brands such as SPY+ (Flynn lenses and packed with sturdy tech to market will further bifurcate: To price play a role.” Shay Williams, Product model), Melon (Alleycat), Bliz (Nordic Light), withstand some impact. Watch out for point styles meaning good shades at super Development Specialist, Dragon Alliance. Red Bull SPECT (Pace), Smith (Flywheel), Bollé sports-approved styles from brands such as affordable pricing and to high end product

52 53 retail buyer’s guide Oakley (Wheel House model), SPY+ (Discord), tints that have been making a splash across Spektrum (Kall), dewerstone (Tambora brands. Bliz combines the trend towards MK2s), Dirty Dog (Volcano), Bliz (Luna), Carve shield eyewear and this hot colourway in the (Volley), Dragon (Renew), Electric (Knoxville), Nordic Light black mask with a blue lens: “It Sinner (Lemmon), Smith (Lowdown), Spect is a high-tech lens that provides significantly (Bow), CHPO (Bruce), Melon (Layback 2), better contrasts and enhanced colours in Azr (3746), Bollé (Vulture), Cébé (Hipe), poorer lighting conditions and flat light.” Quiksilver (Crusader), Shred (Stomp), Otis (Rambler), and Zeal (Campo). Of course, LENS TECHNOLOGIES this season’s mix also includes fresh new Again, lens tech serves the season trend flavours like Electric’s cool Elsinore aviator for enhanced performance, for instance style or Sinner’s glacier-ready Andes model, with new evolutions of Prizm lenses at while Spektrum ships every pair of sunnies Oakley, at Quiksilver with the new Quiksilver with, “two different size nose pads for Adapt photochromic lenses and at Smith: customization and adjustable, rubberized “ChromaPop filters two specific wavelengths temples for ultimate fit and comfort.” of light that cause colour confusion. It delivers greater definition, more natural FRAME COLOURS colour, and unmatched clarity,” said Lisa Here’s a surprise: While colour pops are Osti, PR & Communication Manager EMEA at all the rage this season, black frames are Smith. On the same note, Boukje Bontenbal, dominant bestseller across brands. Colour Product manager at Sinner is stoked on the is added by ways of lens tints or contrasting brand-new Sinner Sintrast lens, “specially panels, while Marie Azam at Carve notes: made for different type of sports, such as “Graphics are not so ‘hot’ anymore, we water sports, golf, cycling and running. This special colour-filter technology enhances the “Take the doors off your eyewear important colour that is important in your displays! Open cases encourage sport, for example the green colour when you play golf.” At SHRED. Global Marketing engagement, engagement Manager Matthieu Perez points out: equals sales.” Maddy Smith, “Contrast Boosting Lens technology, which Marketing Director at SPY+ enhances clarity, image definition, and the vividness of colours”, developed with MIT.

At Electric California, top-shelf styles are do not present many graphics. Colours equipped with, “Polarized Pro lenses that are introduced in the frame mainly in the combines all the benefits of polarized lens branches and in our translucid frames.” with premium coatings like hydrophobic, Speaking of translucid, tinted acetate frames mirror, oleophobic, anti-reflective,” said continue their successful run, with pink Arnaud Gaillard Founder and CEO of Pilot champagne and yellow shades looking hot Fish EMEA, distributor for Electric. Also look this season. forward to something new from Carve: “In 2021, Carve will introduce transition lenses, LENS TINTS ‘smart’ lens with photochromic technology In terms of tints, last season’s trend towards which enable the lens to adapt to the lighting reflective lenses remains in full force. and a range of blue screen protection According to Tom at Dirty Dog, “lens Mirrors glasses.” Brands such as dewerstone and remain a key element of our offering based Melon trust in German precision ZEISS lenses off our Core Mirrors of Red Fusion, Blue and add their own performance twist. Fusion and Green Fusion.” But don’t sleep on summer 2020’s hot ticket: icy blue lens

54 retail buyer’s guide MATERIALS AND SUSTAINABILITY In terms of materials, brands are split between time-honoured eyewear staples such as acetate on one hand, and high-tech blends including grilamid. Brands with well-stocked R&D departments continue pushing the boundaries, including Oakley: “Our performance materials remain strong for 2020, including O-Matter, Unobtainium and Plutonite lenses, which are innovations and materials that have helped define the Oakley

brand.” At gloryfy, Head of Sinner Marketing Claudio Blassnig said: “NBFX, an unbreakable plastic with highest optical quality, is used throughout the whole proud of the “Eco Acetate Collection made collection.” Meanwhile, dewerstone fuses from renewable resources widely present a sustainability focus with progressive tech: in nature.” At Zeal Optics, this summer is “The Tamboras Mk2 with compressed layered all about “More Colour. Less Pollution” and wood have a super light feel and low-profile Roxy implements a new special grilamid BTR form and the Sumbawas Zebra Wood makes 600 LS which is ecologically produced, based every individual pair unique.” on castor plants and energy from bio-mass. “Both consumers and retailers demand Amid the current change in consumer brands use their influence to lead on global behaviour, the focus on sustainability is issues like climate change. This isn’t a stylistic emerging as a key differentiator. Johanna or marketing choice - it has to run to the core Åkerström, Marketing Coordinator at CHPO of how you operate as a business,” said Rory announced that, “Starting this season, all Atton at dewerstone, supporters of 1% For of our sunglasses are made out of 100% the Planet. recycled plastic. The pouch that comes along with our sunglasses is made out of recycled PET-bottles.” Shay at Dragon said that “all of Visit our website to see in depth brand previews of this category. the sunwear in the Lifestyle collection are made from injected plant based-resin. For BOARDSPORTSOURCE.COM March 2020, Dragon released the Upcycled collection, a small capsule collection of sunwear and optical frames that are created solely from water bottles, or recycled PET HIGHLIGHTS plastics. Dragon is the first brand in the 1 Sports performance trending space to have converted a majority of their 2 Square frame shapes line to plant based resin, as well as first to 3 Plain frames, colourful lenses market with multiple, fully recycled frames 4 Shields and wraparounds in the eyewear space.” Spektrum uses “Swiss made bio-based Grilamid with a 5 Mirrored lenses substantially lower environmental footprint 6 HOT: Blue lens tints! than petroleum-based materials” and Otis is 7 Focus on sustainability

56 SUNGLASSES 2020 PICTORIAL CHPO - Bodhi CHPO - Vanessa CHPO - Vik

AZR - Beverly AZR - Clark AZR - Jack Dewerstone - Sumbawa Dewerstone - Tambora Dewerstone - Orton 2.0

Bliz - Fusion Bliz - Luna Bliz - Matrix Dirty Dog - Banger Dirty Dog - Stray Dirty Dog - Volcano

Bolle - Baron Bolle - Falco Bolle - Vulture Dragon - Baile H20 Dragon - Meridien Dragon - Renew

Carve - Havana Carve - Vandetta Carve - Volley Electric - Elsinore Electric - JJF12 Electric - Knoxville

Cebe - Hipe Cebe - Iron Cebe - Sunrise Gloryfy - Bon Voyage Gloryfy - Kingstone Gloryfy - Panto Irie Daily Melon - Alleycat Melon - Echo Melon - Layback Sinner - Andes Sinner - Lemmon Sinner - Stelhead

Smith - Flywheel Smith - Lowdown Smith - Wildcat Oakley - Portal X Oakley - Sutro Oakley - Wheel House

Otis - Omar Otis - Rambler Otis - Vixon Spect - Bow Spect - Drift Spect - Pace

Spektrum - Blankster Quiksilver - Cruisader Quiksilver - Jericho Quiksilver - Wayback Spektrum - Anjan Spektrum - Kall

Roxy - Madcat Roxy - Minoaka Roxy - Moana Spy - Cyrus Spy - Discord Spy - Flynn

Shred - Belushki Shred - Provocator Airflow Shred - Stomp Zeal - Campo Zeal - Crowley Zeal - Palisade

60 61 MARKET INSIGHT

2020 has been quite a surprising and genuinely completely cover the losses ITALY tough year so far. It started with a steady January and often is not enough sales period and a relatively calm February. to save businesses from GERMANY Taken by surprise, in mid-February Italy heard closure. Many shop owners AUSTRIA about the first serious Coronavirus cases occur are already facing and try FRANCE in Milan. Later the virus spread and the infection to fight against bankruptcy. SWISS cases were rising in numbers day after day until Stores have been out of UK the beginning of March, when the government cash with invoices still eventually announced the lockdown of the coming at the end of each country. month, whilst the entire spring stock is still unsold. Most stores closed their doors by March 10 and were shut until May 18. This was also the case The lucky ones, who had set up a good online for bars, restaurants, hotels, barber shops and store before the Covid-19 crisis began, are, for other industries where staff have a lot of physical sure, the winners. Online figures do show good contact with customers. This situation caused a growth, as nearly every Italian online store fair amount of problems to retailers, distributors, confirms. Unfortunately, this is only a small agents and brands. achievement for many shops, as most of the smaller independent stores get most of their The end of the snow pre-book season was turnover from their physical store. interrupted and many agents could not see their customers in person as they had to stay home. As Skate hardgoods, however, suffered less and confirmed by the sales representatives from all were stable with great increases in sales online, Italian regions, the shop closure resulted in lower which means that many kids still went out to pre-book numbers compared to the industry skate in front of their houses or in their backyards estimates for the year. Generally, sales done by to kill time. e-mail or Skype do not drive the customer to order the product in the same way. A purchase often requires the buyer to see the technical What will the future bring, how many customers product in person. will come shopping after the lockdown, how will discounts affect our market? These and The ski areas closed early and had to organise many more questions are in the retailers’ heads travel home for many tourists earlier than right now and nobody knows how the situation expected. The confinement has resulted in an will unfold. What is clear though, is that many even bigger problem for summer tourism as retailers, agents and distributors always wished, we are still not sure if international tourists will and now can hope, that the industry is going to be allowed to travel to Italy this summer. Italy slow down. heavily relies on the tourism business and the absence of such national income can drastically Lukas from Sub Skateshop and Sublime reduce the country’s budget and the ability to streetwear stores puts it like this: “Going more help our citizens cope with difficulties. A long for quality than quantity, having longer seasons, with the food and beverages industry and the postponing sales periods and being able to sell hotel industry, boardsport retailers see the summer goods during the summer (July - August) big percentage of their turnover from sales to and winter goods during winter (December - tourists. January) would be my wishlist for the upcoming seasons and years.” The government is currently helping companies with cheap bank credit and other benefits. For Stay healthy and hopefully, cheerful Italians will example, every business with a valid VAT number see you again very soon, since we really want to received 600 Eur for inability to work in March give everyone a big lovely hug. 2020. Rent can be partly, around 60%, deducted from future tax payments. Admittedly, it does not FRANZ JOSEF HOLLER

62 63 play snowboard

Hand-made in Switzerland, part of our story. Our boards management is 100% in our even more professional. Since PLAY Snowboards have made it to the top of the hands. are all about fun and then, we’ve worked out many most important podiums – sustainability. Chris Spoerri new shapes and technologies Olympic Games, X-Games, World Why should retailers stock your talks about how together which made many snowboarders Championships and many more. brand? very happy. Pro riders, To spread the word, we mostly Our know-how that we have with Co-Founder Phillipp companies, and customers from Gossweiler, they manage use social media, support local from working at World Cup level. all over the world trust in our events (competitions, demo We use the best materials only. a flexible, eco-oriented know-how and workmanship. days) and some print media. Our snowboard graphics are very custom production and Our snowboards regularly hit Snowboarding is fun! That’s our easy to sell. are about to launch a new the top of the podiums in all- policy with Play Snowboards. We have boards for every taste ‘country-flag’ range of important snowboard events Our name is a programme and if and skill level. around the globe. Three years boards. was Cloud 9’s first employee and range doesn’t exceed that of you are open to it, we guarantee All our boards are made in ago, we decided to change started as a sales person in the the high-end boards from bigger you will have unlimited fun on Switzerland. the name from Pumpkin to store. Later, I got involved with snowboard brands. our snowboards. PLAY Snowboards. A dedicated designs and production of the Where are you currently Please give an overview on how snowboard brand – made in snowboards together with Chris.” What’s new from the brand for Where are you manufacturing distributed and what is your and why the brand began. Switzerland. the 20/21 season? your snowboards? most successful territory and It was in 1988 when I (Chris What is the brand ethos? We updated a few shapes and We build our snowboards in our why? Spoerri) and my school mate Who are the people behind Snowboarding is fun! PLAY came up with more sizes for little factory called ‘Factory 9’ We focus on the Swiss market. built our first snowboard in the Play, and what are their Snowboards are all about fun some models. As an eye-catcher, (www.factory9.ch) that’s based We also sell directly to shops garage. We were convinced that backgrounds? and sustainability. Of course, we created the new ‘country in Winterthur, Switzerland. We outside Switzerland but we’re we could make better boards Chris Spoerri – Founder of Cloud we want every customer to be flag’ range for pro rider Queralt proudly stamp the ‘made in not looking for international than the ones that were on 9 Distribution – “I left my studies happy with the product but it Castellet which is available on Switzerland’ label on all those distributors for now. the market at the time. We as an Electronic Engineer to is also vital that our ecological our Halloween Model. snowboards. At the same factory, succeeded in making lighter manage the snowboard section footprint is as small as possible. we also make custom boards What are the plans for the and more playful boards and of a big winter sports store. We reduce production waste to How are you marketing the for several pro riders, shops, future of Play? started to sell them to friends Three years and a trip around a minimum, use as eco-friendly brand? companies, and end consumers The idea is to steadily grow and family. In the late nineties, the world later, I founded the materials as possible and keep As we are work with many pro who want to have their own ‘pro within our domestic market. I started to make customised company Cloud 9 Distribution the shipping means as short as riders on the world tour (Scotty model’ made. This has been the Once we reach a level where boards professionally and called which is runs b2c and b2b we can. Most importantly, our James, Pat Burgener, Toby Miller, best solution, because we are we think we could take a step the brand Pumpkin Snowboards. business in Switzerland. boards are hand-made at our Iouri Podladtchikov, Queralt super flexible and can change outside Switzerland, we’ll take When Philipp Gossweiler joined Philipp Gossweiler – started to local factory (the Factory 9), here Castellet, Dave Habluetzel, etc.), production steps very quickly it. But we’re not in a hurry. We me in 2004, everything became work with Cloud 9 in 2004 – “I in Switzerland. Yet, the price it is our focus to point out this if needed. Plus, the quality always prefer quality to quantity.

PLAYSNOWBOARDS.COM 64 65 retail buyer’s guide RETAIL BUYER’S GUIDE

LONGBOARDS 2020 find ways to keep them busy in their house or neighbourhood, Coronavirus or not, the wheels keep spinning in the longboard online skateboard sales are up in biz. Get the details in our 2020 Longboards Retail Buyer’s Guide – Europe. The situation in the USA COVID-19 Edition by SOURCE Skateboard Editor Dirk Vogel. is similar.” guide buyer’s retail Another factor working in longboarding’s favour: COVID-19 is not the first crisis in recent years. The industry weathered 2008’s Great Recession and only recently climbed out of a downward cycle of overstock and

imposter brands from the mid- Arbor 2010s. Dave at Landyachtz said: “We started off Q1 of 2020 in a good position. Pre-books with 1. RIDING STYLES: SURFING AND COMMUTING Summing up the main riding styles for the “During this time locked up at season, Benoit Brecq at HOFF Distribution home we’ve seen the demand for (Flying Wheels) said that, “the market in skateboards go up for sure… Our Europe is more centred on Surf Skate and

LANDYACHTZ cruising.” His brand caters to surf skate with online retailers, which are still open three technologies, including the Lombard and operating have been keeping baseplate that turns any conventional truck 2020 was going to be a banner year for safe mode of enjoying the outdoors, which busy!” josh barrow, Globe into a surf set-up, plus the Capitol single- our industry with skateboarding making its has led to somewhat of a paradox in retail. pivot truck and STR closed-angle surf truck. official debut as an Olympic discipline and “During this time locked up at home we’ve Maui at Sector 9 has seen great demand for, “Gullwing Sidewinder Trucks that allow to mainstream interest at a new high. Then seen the demand for skateboards go up for European accounts were up 15% on average.” COVID-19 hit – and cancelled everyone’s sure… Our online retailers, which are still carve at higher speed to really get yourself At Jucker Hawaii, head honcho Mike Jucker from point A to point B surfing.” This season, plans (and the Olympics). Nevertheless, open and operating have been keeping busy!” concluded: “It appears that the consolidation folks in the longboard business remain said Josh Barrow, EU Marketing Manager at Z-FLEX introduces Waterborne Surfskate of brands has tapered off and only the good Adapters to give existing boards that ‘surfy’ optimistic, including Lowri Holness at Globe. At Landyachtz, International Accounts ones remain. At least in Europe.” Sharing this SHINER Distribution/Arbor Longboards: “The Manager David Price confirmed: “With all edge, while all brands mentioned in this sentiment, Andreas ‘Maui’ Maurmeir, Retail report also offer Surf Skate completes starting Olympics would have definitely boosted the kids being out of school and parents trying to and Marketing Manager at Sector 9 said: skateboard market in general. Now, with at €139. Meanwhile, product developer Iciar “It's back to a real level. The trashy cheap Sánchez, creator of the Slide by Sancheski the delay, the public is focusing more on the stuff is finally out of the stores or the stores series, sees alternative transportation as a pursuits they can do when they are again able “The Olympics would have definitely do not exist anymore. That being said there hot trend: “We believe cruiser demand has to go outside, and skateboarding will be one boosted the skateboard market in are still so many people out there practising risen over longboarding due to the fact that of those staple pursuits.” general. Now, with the delay, the public and for sure they want and need excellent they are easier to carry and more versatile hardware.” is focusing more on the pursuits they can than a 40-inch board. Timothy Mackey at Since social distancing measures appear DB Longboard also said that, “compact destined to become the ‘new normal’ when do when they are again able to go outside, Here at the major longboard hardware trends commuting platforms are gaining traction. economies across Europe end their COVID-19 and skateboarding will be one of those retailers need to watch in 2020 as the world Drop through twin tips 38-40 inches still slay.” lockdown measures, the future of team staple pursuits.” Lowri Holness, SHINER emerges from COVID-19 lockdown: sports remains uncertain. But skateboarding, on the other hand, can be enjoyed alone and Distribution/Arbor Longboards longboarding in particular offers a relatively

66 67 retail buyer’s guide 2. SHAPES: SHORTER LONGBOARDS The trend towards shorter rides is universal, reaching even performance segments like downhill. “Performance downhill boards are steadily getting smaller to be more manoeuvrable, relying on improved trucks, wheels, and bushings to provide stability,” said Shane Maloney, Brand Manager at Madrid Skateboards, pointing out the brand- new signature board shape for IDF World Champion Harry Clarke, the Snitch. Speaking of shapes, current line-ups crystallize around wide-bellied surf-style decks and elongated drop-through longboards. At Z-Flex, Jay Baikie, Head of Marketing & Ecommerce, is hyped on the 37-inch Log-roll Surfskate that is “based off the popular Z-Flex Chipper shape and utilizes the patented Waterborne technology as a market first. Don’t mistake this for just another reverse kingpin truck on another cruiser. Our Surfskates use asymmetrical design to allow for 3x more turning than an ordinary skate truck.”

Miller Division’s product manager Ivan Garcia Arozamena sums up 2020’s shapes as follows: “As for surfskates and cruisers, they vary between 29 ”and 32.5” Always with extra Madrid widths for better foot position and comfort. The shapes of all kinds, from pintails, swallow tails… The important thing is that in the area resin. We've also been using an increasing where you put your feet you have enough amount of basalt fabric instead of fiberglass size to ride at ease.” At Landyachtz, Dave or carbon.” While most brands, including Price reported: “Mini-Cruisers are gaining Arbor, Globe, and Madrid to name but a in popularity and continue to be our best few, rely on premium maple and bamboo sellers. I would define ‘mini-cruiser’ as under in their boards, Sector 9 is bringing back a 32 inches length, 8-inch or narrower with classic: “We are happy that we will bring back narrow trucks and smaller, under 65mm some fibreglass boards into our line with the wheels in new shapes like our Dinghy Coffin SPLASH SNAPBACK. Fibreglass production and Dinghy Blunt.” became ridiculously expensive in the States, almost impossible to bring something up for 3. CONSTRUCTIONS: TECH VS. CLASSICS a reasonable price.” The level of tech and finesse in board constructions has never been higher. 4. NEW BEGINNERS NEED BOARDS Leading the way, Pablo Castro at Loaded Blame it on the lockdown, but a new Boards highlighted the “biscuits and gravy wave of beginners – including older riders construction for the Icarus. The five-part core rediscovering their groove – are picking allows us to create dramatic contouring to up longboards. Asked about appropriate achieve our best soulful carving experience boards, Shane at Madrid suggests: “Drop- to date. As of 2019 we've moved most of thru longboards with large riding platforms our production over to Entropy Super Sap are holding on to popularity in the beginner

68 69 retail buyer’s guide and casual market due to their ease of use.” particularly the Gyro (76mm), Climax (65mm) Retailers need to stock completes from and Bumper (60mm) models. high-end brands to make sure that newbies have a positive experience from day one. 6. SUSTAINABILITY ? CERTIFIED ! Lowri Holness is proud that, “all of Arbor’s Due to the widespread lockdown, 2020 may Certified Completes are built with the best go down in history as the first year in which components, including Paris and Ace Trucks CO2-emmissions are actually declining. and Arbor Wheels.” Timothy at Origin Perhaps consumers will emerge from the Distribution (DB, Rayne, Flow Surfskates) crisis with a new vigour for sustainability and said: “We predict our short cruisers will transparent practices. In that case, major continue to be popular as people who longboard brands have the advantage: “We haven’t done much longboarding will pick are working on decreasing production and boards that are budget-friendly and have post-consumer landfill waste in terms of popular shapes and sizes.” packaging and one-time use plastic. Also new materials that are eco-friendlier. It’s too 5. ACCESSORIES: TIME TO UPGRADE early to share our secrets, but our #1 goal The accessories segment is also rife with this year is to become more sustainable and upgrades and innovations. Another potential be more aligned with the UN Sustainability advantage, as consumers may avoid large Goals,” said Desiree Moore, Marketing purchases because of COVID-19, but still Director at Dusters California. Arbor crafts want to enhance their ride with new trucks all boars from FSC Certified Canadian Maple, or wheels. Here’s where Landyachtz comes while The Bamboo Collection is built with a in with new precision 120mm Grizzly race sustainable Bamboo Finish Ply. Ivan at Miller trucks and dual durometer race wheels Division announced: “All our skateboards (Cheetahs) that are the result of over one carry the FSC seal, which guarantees that year of R&D. Shane at Madrid swears by the they come from sustainable forests that are combo of Caliber II 50° 184mm Trucks and reinforced at the same time.” Certified or not, 89a bushings. Jucker is still riding high on the longboards offer a clean option for urban success of the new P1 longboard truck, while Miller Division has upgraded the Surfskate transportation in the ‘new normal’ after Truck (xrkpII) to achieve 12 percent better COVID-19 and have never been more evolved turn with eight-hole baseplates to expand the and diverse than today. wheelbase by 2.5 centimetres. Visit our website to see in depth Speaking of turning, Iciar Sánchez at Slide brand previews of this category. said that their “new third-generation front BOARDSPORTSOURCE.COM truck makes wheel bite (almost) impossible.” In terms of wheel trends, Timothy at Origin Distro sees the impact of commuting (see 1.): “We think that big wheels will follow this HIGHLIGHTS trend. Our 90mm Hurricanes by Cloudride 1 Demand for carving and commuting make sidewalk cracks and general debris 2 Surfskate truck kits easy to roll over.” Pablo at Loaded Boards 3 Fibreglass deck renaissance confirmed that “big and beautiful continues to work well for Orangatang. Our 85mm 4 Certified sustainability Caguama continues to do excellent for 5 Short drop-through completes us.” Benoit at HOFF suggests Black Arrows 6 Optimized truck geometries bearings and Frowars wheels as must-haves, 7 Bigger wheels Landyachtz.com Riders: Alex Hannigan, Steven Vera, Dillon Stephens and Stephen Vaugn @landyachtzlongboards Location: Santa Barbara, California Photographer: Jacob Lambert 70 Bark Paddleboards

Bark Paddleboards have a storied history in the following athletes such as John This, the same with SUP (when category and with the likes He made himself his first John Florence who are seen it was growing), opens up the of John John Florence paddleboard in 1976, and cross training on Bark boards. sport to those who may not spotted cross training today, Bark Paddleboards is Prone sits well between both have space to store or transport widely recognized as the leading sports as well as opens a new a hardboard. Coupled with a on their shapes in recent brand in the burgeoning ocean customer opportunity from new entry level price product years, both the brand and endurance community. He has CrossFit to Triathletes and for those looking to begin the prone paddleboarding are a long and storied history as a beyond. sport – the offering from Bark on the up. Already well surfer, riding big days at coveted x Surftech is really a complete established in the USA & and historic spots in Los Angeles, What sets you apart from your option with something for Australia, prone is now as well as heavy water Hawaiian competitors? everyone. breaks during his years living on “Bark Paddleboards. Fastest on the rise in Europe and European market is something With the ISA Worlds including the islands in his early 20s. When we’re extremely proud of. prone Long Distance and boards on the water.” How and where is the brand Bark’s partnership with he's not paddling or surfing, Technical races at their SUP More races have been won on distributed in Europe and SurfTech provides retailers he's diving for lobster, designing Why should retailers stock events it has opened a category Bark paddle boards than any what is your most successful with a hype new product the newest, fastest craft in prone paddle boards? for homegrown talent to be other brand. Why? Because territory? the shaping bay, spearfishing no surf/paddleboard designer The brand is distributed through category. Prone paddle boarding is involved in; not only the Surf off Catalina, or raising his has logged more time on the Jorcani Sports in Europe. France rocketing in Europe right Lifesaving competitions but also own children to embrace the water than Joe Bark. Joe works is seeing a large commitment now. Already well-established the Surfing Federation families. Please give an overview of how waterman ethos. with the best athletes on the from some of our key stores but scenes in Australia and USA, Local SUP competitions are and why the brand began. best shapes. Races all over the all markets are waking up to the the European market is starting welcoming prone categories Surftech partner with the best world from the pinnacle Molokai sport of prone, from Sweden to Joe Bark loves the ocean. to rapidly grow not only in the into their events, increasing names in the industry – providing participation numbers and to Oahu and beyond are won Italy, Norway, Germany, Spain Everything flows from Surf Life Saving market but also there. Born and raised in Los them with advanced technology allowing athletes the chance to on Bark boards. Crossed with and Greece. Don’t be surprised and pushing material technical long-distance prone racing and Surftech’s technology making to see a Bark in the water Angeles, a place teeming with show their metal. limitations. So it’s a perfect fit ocean endurance. Many Surfers durable, light products that somewhere near you! surf and ocean history, Joe took with Joe, who is as passionate and SUP paddlers are seeing the stay true to Joe’s vision it’s an his cues from surfing's "Greatest From the surfer’s aspect it’s a about Surf, SUP and Prone as benefit of prone for fitness as fantastic way to keep paddle unbeatable combination. How do you see the future for Generation" of boardbuilders, Surftech is about creating great well as rounding out their Ocean fit as well as opening up new prone paddle boards? paddlers and shapers, salt-of- products. The collaboration with Man or Woman status with a frontiers that they may not What’s new from the brand for The future is extremely bright the-earth pioneer types from the Joe is exciting - exploding the complete package. have considered before; such the 20/21 season? for this growing sport. We can’t 50s and 60s who cut the example sport of prone paddle boarding as down-wind ocean paddling, We’re really seeing an interest wait to get back out on the water the rest of us should follow. and bringing the boards to the in the inflatable prone offering. paddling our prone !

JOEBARK.COM 72 73 retail buyer’s guide RETAIL BUYER’S GUIDE IMPACT VESTS 2020 The balancing act between functionality, style and tech while delivering safety in impact vests is what sets brands apart from each other in the market. In this retail buyer’s guide we look at where the focus has been put for 2020. By Dana Miskulnig. Jobe

MARKET rider without a choice that’s just right It’s natural that brands cater to various for them. There aren’t just cross overs in disciplines to cover their bases, but vests for different wakeboarding styles Slingshot have found their strength in but also watersports that see the need the cable market and are staying put for impact vests. ION continue to offer with one design, “our 2020 wake impact impact vests for wakeboard as well as vest is one simple design being sold kitesurf enthusiasts and Jet Pilot are hard across all segments of the market from after the jet ski market. Söoruz is going boat to cable, and wherever else you all out and offering impact vests tailored feel the need for a little extra protection to wakeboarding, kitesurfing, windsurf, and floatation. The cable market is foil as well as surf with their ‘Rich’ vest, undoubtedly a strongpoint for Slingshot, meaning a huge array on offer for all but our vest is built for all waters,” claims watersports. Brand Manager, Jeff McKee. On the other end of the spectrum, Follow Wake’s line DESIGN up of impact vests for 2020 covers all It’s no news that wakeboarders, especially aspects of wake and doesn’t leave any the park riders, put a lot of importance

74 retail buyer’s guide on freedom of movement without is purely functional,” says Wade Motawi, compromising on protection so designs Director of Product Development at Liquid are slicker than ever, but special attention Force. is going to upping the game in terms of safety and functional design. Jobe NEW RELEASES Sports’ vests are now 50 Newtons and Brands are continuing to get feedback have added a D ring to all of their vests from team riders to improve their product to improve safety standards and continue offering, so what are the highlights for to design their products with a cohesive 2020? design so you can mix and match products to offer better sell through for retailers. We’ve already mentioned the Spector Vest O’Neill prioritizes performance with from Liquid Force but they are bringing NytroLite Foam Technology in their impact back the Ghost Vest better than ever vests, “which is stronger, absorbs 20% less with more foam padding and a ribbed water and is 3x lighter than conventional flex panel design that forms to your body, PVC foam. This allows for a super light, wider arm openings and a tapered waist minimal bulk design with maximum for a better fit. If keeping your phone impact protection,” states Product close while on the water is important, Manager, Tom Copsey. the Fresco from Follow Wake will be of interest as they’ve added an oversized TECH pocket to keep your phone safe and dry. In Impact vests are going back to basics in terms of functionality the Fresco is made terms of design, but not when it comes with the TrueFit internal liner to ensure to sustainability and tech. Brands are minimal movement for a consistent ride. Allaux Antoine Josseau par Jérémy WATERVEST avoiding PVC as much as possible and If a pro model is more your vibe, Soöruz rightly so as it is a plastic that is uniquely have collaborated with Jules Charraud to toxic because of its ingredients migrating create a PVC-free impact vest made from DELUX into the environment during production, recycled polyester. Soöruz have also made use and disposal. Marc Burhans, Product sure to get their female rider, Anne Freyer P V C Manager at ION, says they, “only use the involved to further develop the female best neoprene available on the market range. Whether you’re looking to stock F R E E from our supplier Sheico, one of the all-rounders or segment specific impact - RECYCLED POLYESTER JERSEY Made from plastics bottles worlds biggest neoprene suppliers. The vests, there’s a vest for everyone from the - PVC FREE FOAM foam that we use is a PVC free foam.” rookies to the pros in 2020. An eco-friendly foam Freedom of movement is a key element in - WATER BASED GLUE wakeboarding, so Liquid Force are coming Visit our website to see in depth Fabrics lamination with sustainable glue brand previews of this category. in hot with the Spector Vest offering extra - WATER BASED PRINTS padding for the hard senders in the park BOARDSPORTSOURCE.COM More ecological prints without compromising on flexibility with

their exclusive Bio-Spine pattern that This watervest has gained creates more space for shoulders to flex HIGHLIGHTS We always develop our products keeping in mind the idea of performance, the OCEAN PROTECT while keeping a close fit around the rider’s durability and eco-conception. The new DELUX 2020 wake vest has been SOÖRUZ label, to reduce 1 Vests for many watersports our environmental footprint designed so that you forget you’re wearing it whilst insuring a perfect waist. “Liquid Force vests are unique in 2 Tool staff with correct knowledge per sport and promote our most and balanced fit. the way we combine different materials 3 PVC a no no eco-responsible products. into purpose-built patterns, the styling 4 Flex more important than ever SOÖRUZ Surfwear Company - FRANCE - Tél. : - surfwear.sooruz.com 76 MARKET INSIGHT MARKET INSIGHT

SWISS During this period of unprecedented What a way to start a new decade! The world and Austria to six weeks of sales. Stores in AUSTRIA planetary upheaval, the Swiss An extraordinary situation with extraordinary measures are in the clutches of a virus. Who would have thought tourist hotbeds were among the GERMANY government took slightly different and like in a lot of countries, Switzerland has helped its that a pandemic could transform public and business life strongest impacted, as confirmed GERMANY AUSTRIA action from most of its neighbours citizens tackle the crisis through aid, loans and partial so dramatically? It’s safe to say that any type of economic by Patrick at Greenroom in FRANCE FRANCE when it came to confinement unemployment. But it’s also interesting to note the surges predictions made earlier this year can be tossed aside. Mayrhofen. Inevitably, this SWISS ITALY measures to combat the Covid-19 of solidarity that this crisis has brought out, from a sanitary Every single one of us is affected directly or indirectly. The situation also affected pre-orders. ITALY UK epidemic. In Switzerland, the so- and social point of view on one side (volunteers for elderly coronavirus (Covid-19) pandemic is having effects that no Uncertainty is a major factor. UK called semi-confinement meant the people for example) and economically on the other. For one could have anticipated, in Austria and worldwide. By Nobody knows what will happen following: from March 16, schools, this we have seen many fundraisers and supportive aid of Björn Bettermann. next. When it comes to operating leisure spaces, restaurant, bars all kinds. In our world we saw donation platforms set up for a business during shutdown, and “non-essential” businesses were closed, citizens were the most affected businesses as well as innovative projects But it’s worth pointing out that elected politicians in stores with a strong community asked to stay at home but were not forced to. Working and collaborations. The first of two examples of this isa Austria responded earlier than elsewhere and sent our on Instagram or those with online storefronts were able from home was strongly advised to all companies able to commendable gesture from Soerfi Schweingruber, owner country into lockdown mode at an early time. By mid- to generate sales. Hannes at Connys Sport, reports that put that in place but, again, without legal obligation. The of SKATE.CH/illUMATE, online shop and skateboarding March, shutdown was in place and Austria switched to business was great around Easter due to social media Swiss retained the right to go outdoors but they were asked distributor, who committed to sharing all the contribution emergency mode. Only essential institutions made to posts and Instagram stories. “People in the region needed to do so as little as possible. Gatherings of over five people margins of sales from SKATE.CH with the skateboard shops maintain public life such as grocery stores and pharmacies equipment and the weather was excellent.” Although sales were forbidden and a physical distance of two metres who were forced to close during physical shop closures. were allowed to stay open. Citizens were ordered to were not on par with regular opened stores, they made had to be observed. The solution was therefore to count Well done Soerfi! Another example is the collaboration shelter in place and only venture into public to go to work, some sales. Ever since reopening measures, customer on a civic sense of responsibility rather than to prohibit of QOQA.ch with the insurance companies Vaudoise run essential errands, assist others or get some fresh air. All footfall has been on the rise but overall remains reluctant. and punish infringements, which seems to have worked Assurance and the Groupe Mutuel who teamed up to help while maintaining a few feet in safety distance to others. A It remains to be seen how the situation pans out. pretty well compared to total confinement. Sporty people small businesses. Qoqa.ch is the leader of flash sales in few weeks into social curbs, the government asked people could still go out and do certain individual sports in the Switzerland, their network and exposure is immense and to work from home as much as possible. The economy Adam Ellis, Blue Tomato CEO summed up the company’s open air, as long as it didn’t require special infrastructure, their participation means you can reach a lot of people responded with an outcry as the country braced for high experience during the lockdown period and tells of how while trying to limit the number of injuries, mindful of the through the platform. This partnership offers a chance for unemployment numbers: In early May, the unemployment they’ve returned to business since lockdown restrictions critical situation unfolding in hospital emergency rooms. rate was already 60% higher than before the crisis in early small businesses to register on the Direqt.ch site set up for eased: “Currently, in Austria our customers have responded So walking, running, cycling or climbing were the escape March. Many businesses and restaurants had to close shop the occasion and to put vouchers and coupons for their to the re-opening of stores positively. While we have seen routes for a small part of the population. With winter overnight, shattering their economic foundation. Another services and products up for sale. This concerns products lower traffic across the period, we have seen strong gains sport resorts closed, some people took advantage by going industry directly impacted is tourism. Ski resorts were or services that are either to be collected or used as soon in store conversion as shoppers are coming in with high splitboarding and although this activity wasn’t formally closed, so were hotels, and tourists were asked to leave as the businesses reopen or to be fetched/have delivered intent and in many instances have done online browsing in prohibited, it was frowned upon. It’s understandable that as soon as possible. This, of course, spells bad news for a as soon as they can be. The system is set up so that for a advance of their visit. Our online business in the market has this would be openly criticised given that we were enduring country as dependent on tourism as Austria. voucher worth 100CHF, consumers only pay 90CHF but the also continued to perform well and holistically we are very such a huge sanitary and economic crisis and when the pleased with the way that the integration across channels government is asking the population to use their common shop receives 120CHF with the difference being provided The government responded by issuing several financial aid has worked for us. Our customers don’t see channels and sense and you have people doing sports that require you by the aforementioned insurance companies. Qoqa.ch initiatives, including 100% secured loans for businesses, to make a journey, with the possibility of crossing paths doesn’t take any commission for these transactions. At the short-term work schemes, direct aid and distress funds for our mentality supports our customers – we try our best to with others and even getting injured. The end of the Swiss end of April, over 4000 businesses, a large number being freelancers and small companies. Austria also launched serve customers how and where they want to be served.” lockdown will be staggered over three phases, first on sports shops, registered on the site to sell their vouchers. stimulus packages to keep the economy going. But although April 27 with some services reopening (personal services A clever initiative! measures were more or less unbureaucratic, much of Naturally, it's always easy to ask in hindsight: were and certain businesses), then on May 11 with schools and the support missed those in need the most. The first aid government measures justified? But the low number of other businesses opening and finally on June 8 with some To conclude, we can say that overall despite the measures were mostly just a sizzle in the pan. It remains infections and the relatively mild course of the crisis seems leisure facilities reopening. situation, participants of our favourite sports haven’t to be seen, whether government support initiatives will to support social curbs, especially since compared to other been stopped completely and we have even seen people move the needle. Overall, everyone expects an economic countries, Austrian ever hit bottlenecks in medical support On the whole, the Swiss population stayed at home, did skating in deserted streets as well as a decent number of decline, the first waves of which can already be felt my or catastrophic situations in health care. But the economic some online yoga and binged on Netflix, eating a lot and splitboarders touring in our mountains. When it comes to many businesses. Since the middle of April, social curbs situation tells a different story. The high unemployment better and they drank a lot… but not necessarily better! sales, skateboarding is holding up OK, if not well, and after have been loosened and small stores are allowed to open; rate and number of businesses on the fringes of collapsing They bought more locally and also more online… All this the closure of physical shops, online sales have increased, naturally with guidelines in place such as a limited number also posed the question whether measures were legally while some were waiting for a return to normal, while which has also faced criticism since it leads to more of customers and mandatory face coverings. Further justified. As for myself as a sales agent, I'm having a others anticipated a truly massive change of consciousness journeys from delivery companies and postal workers, easing of restrictions followed in May, and by the end of hard time arriving at a final opinion about coronavirus amongst the population. In general, when it comes to which in turn increases risk. For the moment it is obviously the month, hotels were allowed to open again. However, and official measures. But I know one thing for certain: boardsports, snowboarders were left wanting with the too early to draw any conclusions but this crisis is sure to in light of current travel restrictions, the prospects of the our clients, we as sales reps and our brands are facing season being cut really short, with the small exception of carry heavy consequences. The next important date in upcoming summer and winter holiday seasons remain enormous challenges. I hope that we can master them the most dedicated of splitboarders. Surfers had never Switzerland is on May 11 when the shops reopen. uncertain. together as every crisis also opens up opportunities. This been so land-locked with the borders being closed (let’s crisis will go down as one of the greatest in history and will hope for a private wavegarden for the next epidemic…) Stay safe! But let's move into the boardsports market. The early end continue to confront us for a long time. while skateboarders should have been able to make the of the winter season had a strong impact on sales of winter most of it, finding quiet spots or working on their flatland. FABIEN GRISEL equipment. Retailers were missing out on a solid four BJÖRN BETTERMANN

78 79 landyachtz

Planting a tree for quiver. They are realizing that What do you see affecting went into lockdown. It’s been each skateboard sold, one style of board is good for the market the most in the Landyachtz can’t wait an interesting transition for certain terrain and another style upcoming 12 months? for summer’s arrival to the business, but we’ve been is good for the other. This year is going to be an release a new line of Surf able to adapt our marketing interesting year as retailers have message and shift our structure Cruisers for power slides Tell us about your One Board been forced to change their to align with the global issues One Tree campaign. business models on the spot. and concrete surfing. we’re facing. We changed our It’s hard to believe we’ve been It’s clear that online sales are Confidently coping with spring release strategy and planting for over 5 years now! driving business right now. If you tough times through the decided to focus on contests The decision to plant one tree had a solid online component to pandemic, this Canadian that people could participate in for each board we sell came your store, then you are seeing brand stresses the from the safety of their homes. because we realized we could the benefits of people staying We launched a Youtube trivia do something that would have a at home and shopping online. If importance of an online What are your biggest marketing We’re excited for these to hit this contest which people seem pushes in the coming 12 summer because they’re a blast long-lasting positive effect on the you didn’t have an online store, presence and predicts to love! We just launched a months? to ride and are a great blend of planet. On average, we can make chances are you’re creating skateboarding will see photo remix contest where we We’ve been building boards both skating and surfing. 60 boards per tree harvested, one. A lot of our accounts have a solid influx of new and provide a photo and let people for over 20 years and firmly meaning that every tree we adapted and are focusing on returning practitioners very completely re-edit it any way believe that we make the perfect What have been the biggest use to produce skateboards growing online business or results in 60 new trees being using social media to arrange soon after the end of the they see fit. We’re reposting the complete skateboard. We design influencers on the skate submissions and giving away hardgoods market in the past 3 planted. We’ve partnered with store pickups. Retailers need to lockdown. all our own components and pair prizes to our favourites. Our them with our decks so they ride years? some great organizations that act fast and look at what retail goal here is to engage with our perfectly together. This season The growth of dance in Europe ensure trees are being planted will be like in a post COVID-19 customers while providing some we’ve revamped the RKP Bear and Asia over the past three in areas that need them. The market. People want to skate laughs and entertainment during Gen 6 Trucks that come on most years has started to trickle into Eden Project plants in countries right now, because it’s something What's new with Landyachtz? this time. Skating is a great way of our completes. We’ve made the North American market. where deforestation is a real they can safely enjoy. I expect We’re now working from home! to just unplug, have some fun, improvements to how they I’d also say that interest in problem, Tree Canada plants we’ll be seeing a lot of first-time But seriously, we launched get exercise and enjoy fresh air. handle and feel which is really longboarding has begun to grow maple trees in regions where we board buyers or “I skated as a our 2020 line on March 1 and It’s important to not take added important to the overall quality again. Cruisers have always been source our wood and Priceless kid, time to pick it up again” Farms teaches sustainable expanded our product offering risks, so we’ve been encouraging of the completes we design. strong for us and it’s exciting to customers and this could be a farming practices that combat really great thing for retailers and with new dinghy shapes, new people to grab a cruiser board We’ll also be releasing a line of see a slow and steady increase in deforestation. You can learn for skateboarding. dance boards, a race series, or longboard and go for a Surf Cruisers this summer that Longboard (36’ plus) sales. I feel more about each of these new trucks and new wheels. mellow safe skate around their have a surf-like carving feeling like one reason for this is that organizations at landyachtz.com/ We launched everything and neighbourhood. but are still stable enough to ollie people who have cruisers, and one-board-one-tree. two weeks later, North America and comfortable to push around. skate them regularly, are adding different styles of boards to their

LANDYACHTZ.COM 80 81 RETAIL BUYER’S GUIDE “There’s a lot of hype KITE 2020 for a big air and freeride Constant product innovation and newly invented riding blend of riding, where disciplines are feeding off each other as kiteboarding riders are able to jump

continues its upward tack in popularity. Hardly surprising, higher and be in the guide buyer’s retail considering it was the same outside of the box thinking air longer”. Cherée that gave birth to kiteboarding in the first place. By Rocio Thomson, Airush Enriquez. Editor’s note: At the time brands were interviewed for this eager to learn kiteboarding. Each of them is securing the long-term, article, the pandemic had not been declared yet and global steady, overall growth of the social distancing measures were not in place. sport. Eleveight and Goodboards celebrate the steady increase in this category as a great indication of the health of the sport. Brands Eleveleight have responded with a careful look at safety and ease of use in their product designs, helping to consolidate the The constant generation of new riding disciplines market. seems to benefit stores with a multi-sport reach. Thanks to the ongoing R&D efforts by brands, they TRENDS are able to offer the perfect gear for every sort of Key to the rising popularity of the sport is the wind sport fan. Some brands opt for versatility and fact that you can now spend many more hours others for specificness, but they are all committed in the water. Knowing that you won’t have to to developing the perfect product for every sort of accumulate lay days looking at the forecast on your riding. “The scope of kiteboarding is broadening screen, waiting to get out, is a great motivator. constantly, with different riding styles as well as Brands have now made it possible to practice in different conditions. We are working diligently as any conditions with their product innovations. a brand to create more products to appease the This means that kiters of all sorts visit the beach consumers of the world”, says Alex Fox. Nobile and – and the shops - way more often and use their Naish focus on the versatility of key products. Jan gear much more. The fastest growing segment of Korycki explains: “The NHP family is our top of the kiteboarding at the moment is foiling, precisely for line. They are easy to ride boards in all conditions this reason. “Foiling is conquering new territories and a fun tool for all levels of riding. Plus, the Split and gathering new fans. It simply allows the rider version allows for friendly travel”. Naish Brand Cabrinha to enjoy riding in new previously unavailable Manager, Scott Trudon, states: “The sport has wind conditions,” affirms Jan Korycki, in charge gone in so many directions that gear that works of marketing at Nobile. Cherée Thomson, from for different disciplines, like our Hover Wake or the Airush, says: “There are loads of products that Pivot, is the most popular”. It is indeed a sweet allow for those lighter wind days, allowing you to moment for designers and product developers, ride as much as possible.” The revolutionary Wing who are engaging in innovation processes And at the heart of the sport’s growth are the “Foils and wings are great is claiming its slot in most kiters’ quivers. “Wing according to their own perspectives. North, who kite brands themselves. By making sure their alternatives in low wind Foiling is definitely creating a new sensation of have redesigned its entire kite range, reveals: product offering lures experienced kiteboarders freedom and a new way of having fun both on “We had the opportunity to look at everything and newcomers equally, they are the makers conditions and great additions flat water and in the waves,” explains Alex Fox, from another angle, a new perspective and a new of their own good fortune. Solid proof of this Kite Brand Manager at Slingshot. Robert Bratz approach”. growth is the sales increase reported in school to the quiver of any kite surfer”. from Eleveight says: “Foils and wings are great segments. Growing numbers of young people and Robert Bratz, Eleveight alternatives in low wind conditions and great inexperienced riders are approaching schools, additions to the quiver of any kite surfer”.

82 83 retail buyer’s guide Another riding discipline driving the rising popularity of kiteboarding is Big Air. Eleveight's Robert Bratz says: “Riders enjoy again flying high and doing some crazy tricks. This discipline brings back a lot of old elements and reflects the initial fascination for kiteboarding”. All brands interviewed report good sales in this category. “A lot of storms came across the Atlantic this winter, and experienced and advanced riders went out in these rough conditions to chase their personal height record. So, our kites for this kind of conditions were well requested”, reports Gaastra. Airush states: “There’s a lot of hype for a big air and freeride blend of riding, where riders are able to jump higher and be in the air longer”.

KITES Kites represent the biggest growth within kiteboarding product categories. This is probably due to the ongoing research for new materials, that generates a lot of innovation in design and construction. Every season, kites are getting lighter, stronger, longer lasting and with a significantly improved tear resistance. Liquid Force explains: “What lighter materials do is allow for new kite designs to be developed. New shapes ultimately lead to better performance in light wind.” Cabrinha reports that the non-stop R&D of new materials has been a success. “The new nano ripstop canopy material has worked very well. In design, we GAASTRA applied some changes to the bridles that were well-received”, says EU Sales Manager, Christian The trending simplified designs can only help May. Airush found a way to provide lighter kites attract new fans to the sport. The easier the kite is without compromising durability by incorporating to handle, the faster you learn, making your time in the new Airush Load Frame onto all of its premium the water much more rewarding. Naish highlights kites. “This allows the kite to be lighter and retain its new single-point inflation system and its easier its shape under serious load”, describes Cherée to use new flush valve on the leading edge as Thomson. Liquid Force opted for a reduced bladder well-received innovations in its 2020 collection. thickness combined with Teijin ripstop and Dacron North has engaged in a whole redesign of its kite to achieve a strong, lighter kite. range, with simplicity as a key feature. “We have completely simplified our kites ensuring they The rise in foil has generated this demand for perform their purpose perfectly. We found that the lighter, easier to handle kites with a big wind range. more bells and whistles you have, the more there Naish’s Scott Trudon explains: “The one-strut is to go wrong. Backed by North Sails, we utilised category is seeing growth because it works well our own tech and cut away everything we felt the for all ability levels, as well as foiling, waves and all- kites didn’t need. All of our kites use fixed cascade round riding”. Liquid Force’s Brand Manager, Rich bridles with no pulleys. What we are left with is a Sabo, informs: “With the rise of foiling, our Solo range of kites with less drag, more accuracy and a 2020 has been one of our top sellers. A lighter, more direct feeling”, announces Ollie Murray, UK refined, single-strut weapon that is dedicated to distributor for North. For Airush, one of the most making kiteboarding easy.” exciting releases in its 2020 collection is the IQR, a completely redesigned single hand activation and quick release safety mechanism.

84 85 retail buyer’s guide Technology (ACT) in its board production. This Production processes and factory practices are also The steady popularity of the Big provides a very smooth riding, reducing splashing seeing great sustainability efforts. Naish is shifting Air category demands stronger and easing the effect of the chop on the kiter's towards more environmental printing techniques kites that offer powerful hang time. body. “Boards with ACT are the most knee-friendly for kites. It also claims to be implementing some Crazy Fly and Gaastra introduced boards on the market”, claims Goodboards VP, sustainable processes in board construction that reinforcements in the construction Maik Friese. will revolutionise the industry. Wood used in the of their 2020 range that were construction of Slingshot’s and Liquid Force’s very well-received. “Definitely, SUSTAINABILITY boards is sustainably sourced. Eleveight is moving guide buyer’s retail the stronger leading edge on the Sustainability is still a challenge for makers of such towards production mainly in the EU and the Hyper has helped on the smaller performance-oriented products as kiteboarding resin used in their surfboards is registered with sizes. It gives extra performance equipment. Variables such as lightness, strength, Sustainable Surf. and confidence in strong wind flexibility or resistance must remain reliable ones conditions”, says Juraj Bukovcak, when you are out there facing the elements. But RETAILER SUPPORT Head of Sales and Marketing it is a challenge all brands have accepted and The constant launch of new products for all at Crazy Fly. Konstantin Weier, continuously work on to improve. the riding disciplines requires great support for Marketing Director at Gaastra, retailers in the form of education and testing. states: “We focused on including In general, longevity is the key. Making durable Brands are well aware of this and have developed exactly the right reinforcements at products means that each kite and board will have many tools and programmes to help stores reap

the correct positions to keep our Goodboard a second life, therefore reducing waste. It is also the benefits of having a much wider product kites light, but also extend their a selling point for customers happy to invest in offering. Eleveight reports grass root support as its lifespan”. Cabrinha and Liquid Force gear that will have a good resale value. Cabrinha most successful method. Goodboards offers test also report significant growth on board that covers all conditions and all riding reported a good response to its new nano ripstop boards to all retailers for customers to try, plus it the sales of their 2020 Big Air specific kites. options. For light wind it is a great foiling machine; canopy and ultraviolet high tenacity Dacron once the wind picks up, or you feel like boosting introduced in his 2020 kites. BOARDS airs, simply convert this board into a regular twin The explosion of foil came to pass as expected. The tip and enjoy it in every way”. Another common practice with most brands is possibility of getting out in lighter wind conditions eliminating plastic from their packaging. Slingshot is too irresistible for most wind sports fans. This The increasing demand for foil boards has not obtained a very good response to their Hex has motivated brands to expand their foil range impacted negatively on the sales of twin tips, packaging introduced last Summer. Goodboards and set-ups. Crazy Fly’s 2020 Cruz Foil board has though. The constant growth of entry level and, is working on a new paper packaging for its 2021 done so well, that they are planning an extended especially, the strong come back of Big Air, keeps range. Airush uses recycled PET for its kite bags, Cruz Foil range with multiple front wing options. the sale of twin tips steady. Big Air riding has seen which are also vacuum packed to ship less air. Slingshot’s Alex Fox announces: “There is a lot of a significant level increase in the last two to three Naish uses recycled materials in kites and bags. progression in foil and wing foiling, in terms of years. New constructions with lighter materials Eleveight is moving towards a decrease in plastic riding and product. Our foil board range offers a are sought after by kiters pursuing new heights. packaging too. Liquid Force is aiming for zero good amount of versatile shapes for every single Crazy Fly’s brand-new carbon-weave construction plastic in 2021, by repurposing materials and discipline inside the foil category. We look to that Raptor Extreme, aimed at Big Air enthusiasts, creating plastic replacements. They also repurpose category to continue to grow for the next couple has become its best-selling board in its first year. fabric waste into new kites. of years, as people are excited to try these new Gaastra also reports a Big Air board as its number disciplines”. Airush’s Cherée Thomson reveals: one in sales: “The Watt is easy to ride, but you can “Creating entry level twin tips “we offer a good range of foils and foil boards that do some true freestyle with it or go for massive are able to accommodate this growth spurt. Last airs”. When it comes to entry level boards, brands that can make the entry price of Summer we introduced the Team Foil Board in our have figured out that safety and affordability are kiteboarding attractive has always Reflex carbon Innegra, which is super lightweight, the key combination to break entry barriers and durable and performance oriented”. Naish and welcome new fans. Rich Sabo at Liquid Force been a good seller for us. Cost- Nobile have found success in their most versatile reveals: “Creating entry level twin tips that can engineering twin tips allows us pieces. “Our Hover Wake lets foilers do it all and make the entry price of kiteboarding attractive has with ease. It has the ideal outline, volume and always been a good seller for us. Cost-engineering to make cuts easily and get the rocker for performance riding. Attach any of the twin tips allows us to make cuts easily and get complete package down.” Naish jet foils to a board and add a whole new the complete package down”. Goodboards, for level of riding”, claims Scott Trudon. Nobile’s Jan whom kids’ boards have been one of their biggest Rich Sabo, Liquid Force Korycki affirms: “Our NHP Foil is an all-in-one growing categories, has implemented its Anti Chop AIRUSH

86 87 retail buyer’s guide carries out test tours throughout Europe. Liquid Force implemented its “stoke sessions” and North organises beach demos all over the world. Educational videos and in- depth animations are also available from brands such as Liquid Force and North. Gaastra has redesigned its whole B2B system for its retailers.

FUTURE INNOVATIONS In the kite category, Crazy Fly and Cabrinha will launch foil specific kites. Naish will offer lighter and more durable kites. Liquid Force saw its lead kite designer of Notrh thirteen years leave. The new one has carried out a total redesign At the time brands were interviewed for this of the range with new shapes along with lighter article, the pandemic had not been declared yet materials. and global social distancing measures were not in place. The incidence of this will surely alter the The constant launch of new products positive growth forecast expected for this year, for all the riding disciplines requires but not for the long term. When the situation goes great support for retailers in the back to normal, the pull for some ocean time will form of education and testing. still be there. With a wide range of products to suit Brands are well aware of this and any riding style and conditions, any weather can be have developed many tools and perfect weather, and we will be able to enjoy our programmes to help stores reap ocean time without wait. Customers will very likely the benefits of having a much wider invest in the new toys that will make this happen. product offering. Visit our website to see in depth brand previews of this category. BOARDSPORTSOURCE.COM Regarding boards, Naish will launch a new one, the Traverse, that is fun, smooth and easy to ride. Nobile will offer larger split boards, a new pocket skim foil board and a new wake style machine for HIGHLIGHTS bindings and obstacle riding. Goodboards will add 1 Kites for all wind strengths its ACT tech to its popular Amnesia board and offer 2 Foils take centre stage a Pro variant. This will be a robust strapless board, 3 Wings on the rise durable but light, with sandwich construction and 4 Innovation key to popularity ABS edge. We will also see sustainability practices 5 Beginners a big part of biz and materials increase in the 2021 collections.

88 89 NEW PRODUCTS 05 / VANS SURF TRUNK 2 05 Shattering the traditional moulds of 01 / THE STARBOARD surf apparel and design, the Vans X AIRUSH FREEWING 01 Surf Trunk 2 is a purpose-driven piece The FreeWing shares the stoke of Kite, of equipment made for surfers for SUP and Windsurf into a single flying one sole intention: Surfing. Crafted experience. Working with the design from top to bottom, inside and out team from both Airush and Starboard, to improve surf performance, the the FreeWing fuses the innovation and second-generation Surf Trunk 2 is ideology of the different sports into designed to deliver without sacrificing groundbreaking designs with refined on style. performance. With development VANS.COM between Thailand, Bali, Tarifa, Cape Town, and Maui, they have been able 06 / 686'S WFH-INSPIRED 06 to optimize both light wind and high EVERYWHERE SNAP-UP SHIRT wind performance to suit your local The 686 Everywhere Snap-Up Shirt is conditions. 02 available now at 686.com. It is a STAR-BOARD.COM versatile, stretchable and breathable daily piece that is comfy enough to 02 / PALLY-HI MASK look great on zoom calls and will Two-layer reusable mouth and nose come in handy as more outdoor mask made of breathable, natural activities open up in the coming days merino bamboo fabric. Anatomical cut and weeks. (3D) with elastic straps for comfortable 686.COM fixation. The mask completely covers mouth and nose and is suitable for 07 / FALLEN CHRIS COLE RIPPER wearers of glasses and hearing aids. The “Ripper” is a classic Chris Cole Comes in different colours and graphical signature Fallen Footwear design that 07 prints. 03 we brought back for the most obvious PALLYHI.COM of reasons, it’s just a great skate shoe with a ton of features. The Natural 03 / DAKINE KAIMANA Suede + Cotton upper, mixed with SURF LEASH the superior cushioning Impact Foam The Kaimana surf leash uses Dura-Cord insole support creates maximum for reduced drag without compromising comfort, durability, and overall on strength. The low-profile ankle function. cuff conforms to the shape of your FALLENFOOTWEAR.EU ankle. The Kaimana Team with ¼” cord for surfing peaks up to a couple feet overhead, and the Kaimana Pro Comp 08 / STANCE BUTTERBLEND with 3/16” cord for use in shoulder-high FACEMASKS surf. These non-medical grade face masks DAKINE.EU are made with Stance’s premium 04 ButterBlend™ fabric to maximise 08 04 / O’NEIL SLASHER KITE VEST your comfort, while mitigating the The O'Neill Slasher Kite Vest sets a spread of infectious diseases like new industry standard. The closed cell Covid-19. One size fits all, washable Nytrolite foam technology makes it and reversible (please clean between 3x lighter than PVC foam, 15-20% less each wear). For each mask purchased, water absorbent and approximately Stance will gift a pair of socks to 10% more buoyant, meaning they can medical frontline workers through use less foam in each vest and it will still their ‘Stance for Scrubs’ Initiative. float the same. They’ll be selling through their ONEILL.COM website and retail stores. STANCE.EU.COM

90 91 Sen no sen

Small is beautiful… and Why should retailers sell your also very resilient. Sen very beginning, 20 years ago, brand? How are you coping with the we were a 100% bodyboarding No Sen Founder Mathieu To have a brand with good COVID-19 shutdown? label, then surfers started to buy Desaphie has disproved products and a story to tell. A It's super tough to have our the brand for different reasons: the 'bigger the better' brand their customers can't find flagship store closed but it is wetsuit quality, our responsible philosophy, carving out a discounted on the Net. also amazing to witness the process or just because the support from customers who niche for his brand driven brand looked different from How do you support athletes ordered more on the website by passion and a strong eco other surfing companies. and boardsports? and wait for the re-opening. It ethos. Matheiu embraces Finally, 15 years ago, I opened We have a few ambassadors will be hard but our business the current crisis as an the flagship store. Today our that I'm super proud to model is structured to survive motto "People from the Ocean" opportunity for an in-depth see wearing the brand. this crisis. For our retailers we revamp of the industry; a defines very well what we are. wetsuits in Thailand, all factories is more about "buy less, but are family-run business facilities better". As we are a small Bodyboarding legend Pierre- offered a pre-order "Surfing Is word to the wise. Louis Costes is one of the best Not A Crime" t-shirts with extra Who is on the management focused on quality in the indie label, I don't have any wave riders in the world, French margin to help them re-start team, and what are their making. We’ve had very strong shareholders to satisfy. So, no shortboard ripper Charly Martin business. backgrounds? relationships for many years pressure to always sell more. and longboarding World Champ What is the idea and ethos Just myself and our store and we always work together to Alice Lemoigne. Sometimes What do you see for the future behind the brand? manager Mehdi. Then we also improve the brand, season after Please explain your distribution we do quick-strike collabs with of the boardsports industry? Sen no Sen (SNS) is a French have a super team of friends season. Logistics-wise we are strategy. surfers like Jared Mell. I think the COVID-19 crisis is brand that makes surfing and indie collaborators. based in Hossegor, very close to At the moment we are selling wetsuits and clothes that make where I live now. going to accelerate the trend pretty exclusively in our flagship What other marketing are you of people buying brands that your life better. Small, indie and Where is your store and HQ and store and e-store. Although, we Please explain the eco running? are connected to the modern alive for 20 years. how do you operate across the have a few selected stockists. globe? considerations being made. Most of the money is invested in world. Paying millions of dollars As a stockist myself, I love Please give an overview on how We have a flagship store in SW I try to do my best, using organic products. Less communication for marketing is not enough working with multi-brand shops and why the company began. France, in Arcachon, located in cotton for clothes. We use Yulex and marketing allow us to have anymore. Sustainability, brand managed by people driven by I started when I turned 19 Le Moulleau near the famous natural rubber for wetsuits. A better products at a fair price. values, production… Customers passion. Basically, a place where years old. I printed t-shirts and "Dune du Pilat". There are very lot of energy is put into quality, Then customers spread the want to know where their sweaters for my friends and good surf spots of Biscarrosse in order to have products that customers can find our products word. We are making our own product comes from and where community, who were (already and La Salie nearby. Such a last longer than the classic ones and listen to our story. content such as videos, events, their money’s going. It's pretty at that time) fed up with existing lovely place! We make our on the market. We embrace the prints, but most of the time in- exciting to see this new way of surfing major companies. At the clothes in Portugal and our slow fashion process. Everything house projects. doing business evolve.

SENNOSEN.COM 92 93 94 95 WE’RE HIRING! CONTENT CREATOR

SOCIAL MEDIA MANAGER BOARDSPORTS Are you passionate about all things Surf and Skate? Looking to impact the global Surf & Skate community with quality storytelling? Are you a savvy social media expert with a creative eye and big ideas?

If all this excites you - look no further. We are looking for a Boardsports Social Media Manager to join the team in our HQ to oversee the global @redbull_surfing and @redbullskate Social Media presence across all accounts.

AREAS THAT PLAY TO YOUR STRENGTHS Remuneration: R14 000 - R20 000 per Month - Negotiable Basic Salary.

Location: Cape Town, Muizenberg. LONG STORY SHORT SOCIAL MEDIA PRESENCE Education level: Diploma. ✓ You’ll be responsible for Red Bull’s Boardsports Social Media ✓ You’ll work cross platform to create and release new content Job level: Junior/Mid. Own transport required: Yes. properties, specifically @RedBull_Surfing and @RedBullSkate. while ensuring that we speak credibly to endemic audiences. Travel requirement: International. Type: Full Time / Permanent / In House. Your key focus is to ensure that the company’s Boardsports Your goal is to grow audiences and engage users within Surf Company: Solar Station Design. priorities are communicated across our social channels and and Skate audiences. Don’t worry, you’re not on your own. Job Description: curate a strategy for Facebook, Instagram, YouTube, TikTok You’ll manage and develop a network of internal and Are you an aspiring content creator, passionate about brand building and storytelling, while technical enough to and any new platforms that arise. external support. communicate the finer details of a new product? Airush Kiteboarding and AK Durable Supply Co. are looking for a kiteboarding and surf enthusiast to fill the role of content creator in our Cape Town office, situated in Muizenberg. SOCIAL CONTENT Our ideal candidate has strong photo, video, and/ or writing skills (ideally a combination), as you will be tasked to develop ✓ With an eye for a good story and an editorial approach, engaging content across digital and print media. You will require good social skills, as you will need to collaborate with you’ll ensure that our channels have ample content to other creatives, team riders, and our community, with the ability to moderate online and offline conversations. promote around your key projects, athletes and events. Working with the marketing team, your primary role will be to create and assist in the distribution of media, along with Additionally, you’ll monitor the performance of our content, technical product information to support product and sales. collaborating closely with our analytics team to ensure that • Content creation: Professional photography and/or videography and editing abilities. we are optimizing reach potential. • Must have an active interest in kiteboarding, surfing, and/or foiling, with an interest in emerging sports. • Must be legally eligible to work in South Africa with the ability to travel nationally and internationally three to four times per year. • Excellent verbal and written communication skills. YOUR AREAS OF KNOWLEDGE AND EXPERTISE • Organised, paying attention to detail, with the ability to multitask.

1. 4+ years of experience publishing content to big brand Social Media channels and Company Description: Social Content optimisation Solar Station Design - home of airush kiteboarding and AK durable supply Co. 2. Deep knowledge of Social Media, digital products, video consumption patterns, and Social Media platform algorithms Responsibilities: 3. Deep understanding, experience & interest in Surf & Skate • Working autonomously, or with external media resources, to create and co-ordinate engaging photo, text, and video 4. Video production/editing experience content across digital and print media. 5. Editorial, design and photography experience • Implement social media and print campaigns to align with the marketing strategy. 6. Familiarity of internet trends, content formats, and language • Monitor and respond to comments and customer queries on social media. 7. Structured and well-organized person with passion for a good story • Monitor and report on feedback and online reviews. 8. Connections in the Southern California surf/skate scene are a plus • Coordinate with the marketing team and brand network to ensure media consistency. 9. Fluency in English, Spanish or Portuguese language skills a plus • Liaise with the product and sales departments to stay up-to-date on new products and features. • Build relationships with industry professionals and journalists, customers, and potential customers. Travel up to: 10% • Stay up-to-date with digital technology trends. • Media library archiving and content distribution.

We are looking forward receiving your online application!. Advantageous: • Experience launching community initiatives. e.g. building an online platform, launching a campaign, creating an event series, or writing an e-mail newsletter. • Digital Strategy: Ability to research and interpret keywords, website traffic, and online metrics to set measurable objectives and improve the overall customer conversion rate. 96 • Work experience in social media and community management 97 • WordPress development. • 3D and/or animation skills.

Please submit a concise portfolio of work to [email protected], through links or pdf. Any applications submitted without a portfolio will not be considered. 98 99 25 YEARS OF EXTREME

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