Interviewee: Stephen Ward; Managing Director
How has your winter wetsuits segment evolved since last winter ? What are major changes in terms of products, categories and SKU?
The Autumn/Winter collection will be a new and exciting revision of colours. There will be a refined SKU count which is more targeted to our consumers.
Is the demand for frigid waters’ wetsuits still growing ?
There has been an increase in demand for an all year round wetsuit. Customers are typically wearing 5mm suits all year.
Which new trends do you see on the 2017/18 wetsuits market ?
Winter suits are now all year round suits
How have price points evolved and what are the main price hot spots?
There are three main price points: £99/£199/£249 The most popular models within the Typhoon range falls on these; from affordable to high-end.
Regarding the rubber specifically (neoprene or not) any major improvements ?
There has been major improvements to create a lighter and thinner suit, with greater warmth to weight ratio (in combination with panel layout and construction methods) Super stretch and quick drying properties are also desired characteristics.
Tell us a bit more about the linings’ benefits of your wetsuits ?
The role of the lining in the wetsuits is to provide additional comfort. Intelligent heat/cool systems and quick drying qualities. Enabling the user to stay warmer in the water for longer and wetsuits to dry out much quicker.
What’s new in terms of fit and panel construction ?
Liquid seam technology is applied to the seams to increase comfort, flexibility and minimize water ingress. Super-stretch Neoprene in many areas of the suit, making it more comfortable and achieving greater flexibility. Specially designed cut and seam positioning
Please list some of the best selling arguments for a wetsuit ?
The Typhoon wetsuits are designed to act like a second skin, with a closer more comfortable fit. This is achieved using thinner panels, soft quick dry lining, offering all the comfort and protection you need from a winter suit.
Please take us through three key products that retailers should put on their order sheets.
Entry level – STORM – Great value for money/ good quality Neoprene
Mid-high end – Kona – over front zip entry method/glued and bind stitched seams/ super stretch Neoprene – A high specification suit, perfect for the serious water sports enthusiast
Extreme – Hooded Kona – Super stretch Neoprene/ over front zip entry method/ full S seal/ – Perfect for the extreme surfer in cold water climates.
Is eco-friendliness an issue for you and how do you approach it?
As a brand we are mindful of this subject. Where possible we actively source eco friendly ISO1400 compliant suppliers, who are eco-conscious when it comes to their production processes.