Retail Buyers Guide: Cruisers 2018
Brand: Mindless Longboards
Interviewee: Andy King
What are your main price points for next season?
We have classic style cruisers ranging from £55 -£75 & DT cruiser up to £120
How are you segmenting your cruisers collection?
We have segmented cruisers into two:
Mini Cruisers (28” and smaller)
Cruisers (28” and above)
How can retailers generate growth and customer interest in cruisers?
Social media is always a go-to, demo boards in shops & good point of sale display.
What is your collection theme and which stories are you telling to get customers stoked on cruisers with a boardsports flavour?
We have two new ‘stories’ that are being launched in spring along with a brand-new website. Keep an eye out for these!
Are you noticing an increase in female riders? Are you targeting this segment specifically?
We have noticed an increase in female interaction on our social pages, which will translate into riders. Although we do not have a targeted female only board, most of our designs are unisex & available in a few different colourways.
How are you helping retailers sell your cruisers and educate customers (POS displays, etc.)?
We are investing a lot of time and money our new website, which will translate into clearer information and images. We also have started making product videos which provide all the spec information in and a much clearer visual of the boards than static images and text.
We are seeing a trend towards shorter longboards and cruisers with longboard constructions (drop-cruisers). Is that a trend you are serving?
We’ve always had small drop-through cruisers, they’ve been a stable seller for many years and they continue to be so.
What are the most important shapes for 2018?
Old school shapes are making a comeback, we’ve had a few of our customers ask us for them.
Which technical features are you the most proud of?
As always, our Talisman V2’s had so much work into them and they have proved to be popular and well accepted.
Please name and describe your 3 highlight pieces and items that retailers should definitely order.
Measuring in at 28″ x 7.75″ this is by no means a large board, still small enough for picking up and stashing in your backpack when riding isn’t a possibility. Ideal for cruising around town, to school or work.
Mindless “Serenity bushings” come fitted as standard. The 88A Serenity compound provides superb rebound giving you the ultimate response and manoeuvrability so you can carve with absolute ease. While the 83A SHR Mindless wheels offer great grip allowing you to really use the bushings and commit to those turns.
Although this board is designed for cruising around the streets, it has a subtle concave and mellow kick tail so you can still hit the parks and throw down some tricks. Laser cut Mindless Logo on the Mindless reveals itself through the die-cut grip design.
Perfect to rekindle an old passion with your pals. The Campus IV is also a brilliant first board! Shaped and inspired by the good old days of shredding up the local bowl with your crew.
Whether you’re looking for your first board or want to rekindle an old passion with your pals. This is the cruiser board for you!
7 Ply Canadian Maple 28″ x 7.75″. The 60 x 44mm 83A wheels will soak up the roughest of roads, and cruising fast is a breeze thanks to its Chrome Abec 9 bearings. Most of all, the useable kick tail makes street riding a joy! The Mindless Campus IV comes in two fresh graphics! Stand out from the crowd!
Kook x Raven III
We are delighted to collab with UK extreme sports illustrator, Alex Szukalski from Kook Culture across four of our boards, creating stunning graphics like the Raven, staying true to the origins of this board. The Raven III is a fast and responsive board and its symmetrical shape makes switch riding easy. Its small size makes it easy to transport when you’re not able to ride. The size also creates an extremely manoeuvrable board with its low ride height that remains stable at speed. With a construction of maple, fibre material and smoked bamboo plies that are hydraulically pressed with epoxy glue, The Raven III is a strong, light and flexible board.