INTERVIEWEE: Marc Vitelli – Brand Manager
KEY PRODUCT FOCUS: Please pick the three most exciting boards from your new 17/18 line and tell us about them.
Blade – Inspired by Tom’s timeless riding style, this directional freeride machine features a Traditional Camber profile and micro early rise in the nose and it wants to get up and go, all the time. Our new Quad Carbon V has been added to the nose and tail enhancing laid out carves while making the board super responsive. Vintage graphics meet modern, performance based technology.
Juice – This all-mountain freestyle board features a versatile Micro Camber profile coupled with Vario Power Grip Sidecut yielding the most fun, playful, edge-holding board created. It has an updated carbon configuration, Quad Carbon X, in the nose and tail bringing the rider more pop and response. This is 40 years of product innovation packed into a single board.
Dealer’s Choice – The graphic is inspired by the iconic 1500FE and features our new hybrid camber technology, Shockwave Camber. Shockwave Camber allows this freestyle board to be playful and forgiving outside the bindings with trench digging, hard charging stability under foot. Packed with performance features, this one is not to be missed.
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? Here is the place to talk about the new details that make your boards better.
The Blade and Juice both have upgraded carbon configurations that make the boards more snappy and responsive.
Our new take on hybrid camber, Shockwave Camber, featured in both the new Dealer’s Choice and w’s SoFun boards, provides playful and forgiving manoeuvrability outside the bindings with trench digging, hard charging stability under foot.
Where will you build your boards, any changes? What makes this production facility the best solution for you?
We are proud to state that our boards are built at Never Summer Industries in Denver, Colorado. We brought production back to the United States a couple of years ago, to honour Tom’s legacy and his original vision for the brand. Never Summer Industries makes the highest quality, hand-crafted boards available, with a 3 year warranty.
Where is the pricepoint that’s working the best right now? Right at the top, at the bottom, or somewhere in between?
All of our price points are working for us.
How long is your warranty, anything new here?
3 Year Warranty, on all of our boards.
We’re seeing a lot of small, grassroots snowboard brands getting traction again. How does this affect your brand, marketing & positioning?
It works perfect for SIMS, as we’re one of those brands. By communicating a simple message, which includes production in the US and honouring Tom’s legacy, we’re able to stay focused, gain traction and penetrate the heart of the industry again.
What inspired your topsheet & base aesthetics? Where is the trend here – muted, flashy, photos, what? Any cool collabs/limited editions? Please provide details of artists & subjects.
All of our graphics are inspired by iconic graphics of our storied past, with modern relevancy. The classic SIMS script on the base of all of our boards is one of the most recognizable base graphics having been around since day one. Shops and consumers alike are drawn to the antiquity of the brand.
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’ve heard some rumblings of this but really haven’t had too many conversations about it. If this becomes a common conversation with our shops, it would be something that we would consider.
What is the distribution situation in Europe?
Starting with the 2016/2017 season, we are working with three key distributors building the SIMS retail network in Europe: Sardona Trade (Switzerland), Maxtrack (UK) and Choppy Water GmbH (Central Europe). This is the first season that European shops will showcase and sell the Authentic ‘Made in the USA’ SIMS Snowboards.