100-ONE Freeride Shop(s) operate across the Trentino and Malcesine region of Italy. A total of five doors altogether, we have all the info from how to make a multi-door success story in Italian boardsports retail.
What is the history of your store?
100-ONE Freeride Shop first opened in 2001. It was just me and my girlfriend Zemira in the small shop of 43 square metres in Rovereto (Trentino). I’ve got excellent experience in marketing and sales for different major brands such as Rossignol and K2 and after my trip to North America I came back home with a vision and inspiration that pushed me to finalize my dream. So, I started my own business opening the shop with a new brand named 100-ONE. We run 5 shops so far, 4 of them in the Trentino region and one in Malcesine, Lake of Garda (Garda See).
What percentage of your sales are from online business compared to your brick-and-mortar sales?
We started our online shop www.100-onestore.com just a year ago, so the numbers are still small but sales are growing faster and faster with great demand from all over the world: Europe, Brazil, Australia… amazing!
Are new lines important to your product mix?
100-ONE is a brand and we produce hard goods (skis, snowboards, skate etc.) and soft goods (streetwear and accessories). We actually invest most in action sports practice and freetime clothing. Riders want to look smart and feel cool not necessarily wearing expensive brands. So, we are the answer!
What makes your store different and in what ways does your store excel beyond your competition?
Our shops are a family, and our clients are part of it. We just put so much of our energy and investment into supporting athletes and local riders. We support Snowparks, Skateparks and Ski & Snowboard Schools. We meet each other at our sport events and parties and just have fun together.
How do you stay in touch with the wants and needs of your customers?
Our cool staff is our secret ingredient. Young, smart, skillful and stylish. They know about trends and they know how to get people involved personally with the shop. However social networks also help a lot.
What trends do you see upcoming?
Generally, we see a powerful growth in accessories and streetwear.
Does your store sponsor athletes, competitions? If so, what are the benefits to the store and to the boardsports community?
This is a topical issue. We are deeply and proudly involved with fantastic Italian athletes and events in all main action sports: Freeski, Freeride, Snowboarding, Skateboarding, BMX, DH, Kite Surfing and Wakeboarding. But we also support the urban arts scene, including dancing crews and international DJs. Being in the action is essential for both the brand awareness and the selling phase.