KEY PRODUCT FOCUS: Please pick the three most exciting boards from your new 17/18 line and tell us about them.
The Enigma: This is our all-mountain camber assassin. This board was built off of our Darwin specs and is in place to fill the void of having an all-mountain / powder board that works for everyday use and gives the rider the ability to effortlessly ride in any condition and let their snow surf style shine. The ultimate snow surf vessel is now here!
The Stout: This is our wider width directional rocker range of boards that covers the group of people who are looking for a wider and easier riding board for all conditions. Let the boards shape do all the work.
The Blackout: The NEW Blackout features an updated shape and feel that will have you screaming around the hill with confidence. This directional Twin is a free-riders dream board and has a great track record for providing unlimited fun in all conditions.
All Flow boards feature our Kush Control Technology that consists of 3 unique urethane features strategically placed in the base, sidewall and top-sheet to give you the smoothest and strongest board on the hill.This year we have updated the Kush-control urethane features on the tip and tail as well as the top sheet pieces. For the tip and tail, we gave the urethane a more contoured shape for better response and for the top sheet pieces we changed the shape so it has a better connection with the bindings. Another great feature our boards offer is our 4 Year Performance Guarantee, underlining how much we back the quality of our boards.
Construction. Using any new inserts / edge tech / cores / sidewalls / glue / wood types / metals / bases / other materials? Or are you using this stuff in any new ways?
The biggest feature we have developed and continue to use is our Kush Control Technology. Flow KUSH-CONTROL TECHNOLOGY consists of 3 unique urethane features strategically placed in the base, sidewall and topsheet to create the smoothest & strongest snowboards available on the hill. Flow utilizes high-grade urethane, which is flexible and highly resistant to impact, even in extremely cold temperatures. Urethane is also used due to its superior bonding properties and it can withstand the abuse that a snowboard naturally endures. The dampening properties of Kush-Control act like soft urethane skateboard wheels and provide the smoothest ride possible. Kush-Control is offered in 2 levels, Premium and Plus. Kush-Control Technology is offered in all our models with the exception of the Viper, Silhouette and Micron models.
Where will you build your boards, any changes? What makes this production facility the best solution for you?
We build all our boards in China and we have a long running relationship with our factory. At Flow we stand behind the quality of our boards. Flow now offers a 4-Year Per4mance Guarantee, underlining how much we back the quality of our snowboards. Flow Limited Warranty warrants that Flow Snowboards, when purchased from an authorized Flow dealer by a retail customer, will be free from defects in materials and workmanship for a period of four (4) years (=Per4mance Guarantee program) from the date of purchase by the original retail customer. Due to our long running relationship with our factory and the understanding or our quality requirements, this makes our current factory the obvious solution for us to continue to utilize.
Where is the pricepoint that’s working the best right now? Right at the top, at the bottom, or somewhere inbetween?
The best price point for us currently is mid to lower price points. Although this is clearly the brand position of Flow at the moment, we also do a good business with our higher end products as well. I believe our sales show an industry trend and we are happy where we are currently at.
How long is your warranty, anything new here?
As mentioned above , Flow offers a 4-Year Per4mance Guarantee, underlining how much we back the quality of our snowboards. Flow Limited Warranty warrants that Flow Snowboards, when purchased from an authorized Flow dealer by a retail customer, will be free from defects in materials and workmanship for a period of four (4) years (=Per4mance Guarantee program) from the date of purchase by the original retail customer.
We’re seeing a lot of small, grassroots snowboard brands getting traction again. How does this affect your brand, marketing & positioning?
We are happy to see these young and fresh brands continue to show up in the industry. We feel the industry needs this to maintain a core level of interest. Although we do see many new and young brands popping up, it does not effect our brand or strategy in any way. These new young brands are all fighting for a very small potion of the pie, and we will continue to focus on the larger portion of the pie.
What inspired your topsheet & base aesthetics? Where is the trend here – muted, flashy, photos, what? Any cool collabs/limited editions?
We do a lot of analytic research in regards to what is trending and what is acceptable in the mainstream marketplace. From the information that we gather we are able to build a line of products that is not too loud and not too muted. We work to make sure our products are not to edgy and do not give a potential buyer an out. Keep it simple and keep it clean, that is what we work towards.
Shops are asking for a two-year product life cycle to help sell boards on price longer. Any thoughts on this, or featuring any carryover boards in the line?
We do offer carry forward product in our lower end units. We have been doing this for a while now and we listen to the retailer and help them move products and not get stuck with having to discount goods each season. It’s really a simple concept that is done outside or our industry as a standard and we do our best to keep certain products in place and have a mice mix of carry forward and new designs each year.
Doing splitboards? What are you doing to push this segment forward?
We do not make Split Boards at the moment.