Retail Buyers Guide: Staff Sales Handbook: Snowboards 17/18
INTERVIEWEE: Ben Dietermann – head of development, production and sales
KEY PRODUCT FOCUS: Please pick the three most exciting boards from your new 17/18 line and tell us about them.
Chosen boards: Venado, Venado Wide (of course they are definitely relatives, but they just deserve to both be presented) and the Asueto Powdersurfer (Powdersurfer for us means a powderboard developed especially for bindingless riding).
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?
Venado: A classic sandwich construction, but refined into the very last detail with focus on a lively performance for years. Laminated with some unique special high quality epoxy, special rubber inlays and an expanded pressing process, we bring chemistry to life and create an unmatched bonding quality keeping flex and pop alive for many years of riding.
Asueto: A 3D paulownia woodcore of totally new dimensions is reinforced with glassfibre stringers and defines this unique construction. On the noteworthy bottom side a high class race p-tex base is formed into the boards signature 3D Shape, creating a fast and fascinating gliding sensation.
Where will you build your boards, any changes? What makes this production facility the best solution for you?
Our own manufacture is where it all happens. Only here do we have full control of the whole process and this is important for us.
Where is the pricepoint that’s working the best right now? Right at the top, at the bottom, or somewhere inbetween?
We only work on the top end and we have found or created our very own niche and can’t really tell for other market segments.
How long is your warranty, anything new here?
As long and fair as it has always been. We help you out on every board we ever build.
We’re seeing a lot of small, grassroots snowboard brands getting traction again. How does this affect your brand, marketing & positioning?
That’s what we are and the only thing that makes sense for us. In general people learn to appreciate local and handcrafted goods again and we also profit from it. But if you look a bit closer there’s still more hype than action.
What inspired your topsheet & base aesthetics? Where is the trend here – muted, flashy, photos, what? Any cool collabs/limited editions?
We have a signature and functional base as a signature design that we keep on running and that just belongs to our boards. For the topsheet we try to get the most stunning european wood veneers available and that’s not easy to do, but well worth it. Collaborations with local or more wellknown artists (Sergej Vutuc is a good example here, www.sergejvutuc.com/) happen on a monthly base, but only for very limited or unique board designs. Those boards are just sold at special occasions (exhibitons etc) or via our blog:http://www.pogo.biz/blog/cat/news.
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?
All of our boards are carried over, they get updates all the time along the way and this is one thing we really think just makes sense. Update a product when it’s time to do so, but not just to keep the product life cycle running.
Doing splitboards? What are you doing to push this segment forward?
Of course we do. All those special ways of keeping snowboarding alive by reinterpreting it (splitboarding, powdersurfing, unique shapes etc) are important to us, firstly personally for us as riders and also of course to be able to provide them to our customers. And we just love to have to deal with the technical improvements that are a big and exciting, but of course also a challenging part of those things. We push it by pushing ourselves to find new solutions all the time and even so, if its only for small details, it’s constantly getting better and better.