Retail Buyers Guide: Cruisers 2017 Trend Report
Category: Cruisers Brand Preview
Interviewee: Nate Schumacher – Marketing Manager
It seems like the category took a sales drop about two years ago. How have revenues in the cruiser segment developed since?
For 2016 we actually saw an increase in this category. We introduced the Maple Freedom Series that landed at a more entry level price, which was new to Landaychtz. This price point still landed on the higher side but it was something we’d never offered before. So we actually saw some growth here due to a high value product at a good price.
What are the key price points in the segment right now?
The sweet spot for cruisers is €169 for our mini cruiser. On larger cruisers we sit between €229 – €259 and we see a bulk of our sales going to the higher end of that range. Of note, our Drop Thru cruisers have done well in 2016 and they retail for €249 – €259. These boards have some added features like rocker and drop mounting which customers are keen to pay a little extra for.
How can retailers generate growth and customer interest in cruisers?
Get people out skating! This is more important than ever. We saw a huge increase in sales leading up to 2015 and now that the market has levelled out it is imperative to get those people out on their boards. There’s still a healthy scene but shops must start putting on small cruises encouraging people to come out, meet other skaters and cruise together. A healthy shop has a healthy community behind it and fostering that community is more important than ever.
What’s new and fresh? What are the main technical developments? How are today’s cruisers different from 3 years ago?
We’ve developed a new board for 2017 that utilises our Hollow Tech construction. This construction traditionally has been used in our higher end downhill freeride boards. We’ve incorporated it into the Stratus, our new Dancing board for 2017. The Stratus is light and strong and it’s the first time Hollow Tech has made its way into a new category. The community is pretty excited about this one.
We have also developed some new shapes in the mini cruiser category. We’ve seen excellent growth among our Dinghy line and see the next trend being a more stylised way of getting from A to B. We’ve reshaped this series making them unique and funky and basically taken everything we like to skate and combined those shape characteristics into 3 unique models. We’ve also added a layer of fibreglass to the construction which makes these board stiff and strong. They come complete with Bear 155 Tall trucks and 60mm Hawgs Chubbie wheels that are nice and soft.
Lastly, we introduced the Revival Series this season and will be continuing it in 2017. These are board made from reclaimed wood sources. It’s about offering something to our customers that is more than your standard board. The wood itself has a story and meaning behind it which is something unique. We made two boards in 2016, the Ruby Lake series and the Yew Series. Our Ruby lake board uses wood that sat at the bottom of a lake on the sunshine coast of BC for over 100 years. The Yew series comes from waste wood from the Pacific yew tree, the Yew trees bark was used to develop cancer treatment back in the 70’s and now there is excess wood which we’ve turned into skateboards.