Brand Profile : Aaven

26 Feb 2008

Product Name: Aaven
Company Name: Aaven Sarl
Owners Names: Sebastien Vassoney,
Annukka Himmi, Remy Mercier,
Benjamin Vassoney and Julien
Vassoney
HQ Address & Tel: BP 81
73703 Bourg Saint Maurice
France
Tel: +33 609 05 87 21
+358 40 356 2241
Web: www.aavensnowboards.com
E-mail: info@aavensnowboards.com



Give us the low-down on your company?
Aaven was an idea of Sebastien Vassoney, who had been thinking about it for quite some time. Seb and Remy Mercier knew each other since they were 15 years old from skateboarding at Esserts-Blay, France. They met Annukka Himmi during snowboarding contests somewhere in Europe during 1995. During autumn 2005, Seb came out with a possible board shape and after a drum session at Remy’s we found really funny graphic ideas from Remy’s paintings. After testing boards throughout the winter 05/06 we thought it was now or never and wanted to give it a go. Benjamin and Julien (brothers of Seb) came along and everything kind of fell into place and Aaven was created in 2006.
We have also been helped with number of good friends who deserve a mention: Cyril, Elina, Scalp, Ben Jean, Yan-Ali and of course our first rider Juho Manninen.
Aaven is based in Les Arcs, France but has a Finnish name as it’s heavily influenced by both Finnish and French cultures. Aaven is managed by Seb who is pulling it all together. Remy does all the board graphics and Annukka does the paperwork. We all have our background in snowboarding and music, Annukka being the only “over” qualified [team member] with engineering studies and an MBA.

What was the company philosophy when you started? How has it changed from then till now?
To those who do things for love not money we want to bring back fun and excitement to snowboarding – a kind of a mixture of our experiences and personal tastes. We are still [new] in the business and those basic principles haven’t changed and hopefully never will!

What are some of the most important lessons that you’ve learned about running a company that you didn’t know when you started?
We are very much still learning, but a few things, for example how much weather forecasts can influence all aspects of the business from sales to transport (last season was tough for everyone). Good products are not enough and sadly lots of people care only about money, not about the future of snowboarding!

What’s different about your company, both in product and the way the company works?
We want to offer a little something extra that no one else does, such as a completely different and individual look for the board graphics. We are independent, make our own decisions and offer an alternative choice for our customers.

How do you develop the technology in your products?
Seb, Remy and Tapani (Viitala) form our ‘development team.’ They have been developing and testing boards for years and really know what they are doing. We work with a great factory in Austria and all our team riders influence our work. We want to develop products that satisfy our customers and not only our riders.

Do you use any technology that is specific to your brand and products?
All our boards are Austrian made with the best materials available and have tip-to-tail, poplar wood cores. We have also chosen environmentally friendly materials like a non-lacquer top sheet and of course we use our one of a kind simple base technology!

Why should retailers sell your brand?
To differentiate themselves and to offer interesting choices for their customers. To show that they are core and care about the future of snowboarding, not simply about the multiple discounts and easy sales.

What makes your brand different from the rest?
We are free to do what we want and do not need to copy or follow any trends – that should make us somehow credible. We do what we love and hope people can find and enjoy themselves in what we do.

What is the biggest mistake you see retailers make when it comes to selling your products?
Unfortunately some retailers think selling a new brand is easy and happens with no effort. It would be great to see all retailers get a little more involved in the new brands they carry.

How does your company support athletes and boardsports?
We have six riders who we try to help as much as we can and provide with good opportunities that will help them achieve their goals. We are also helping and sponsoring local events, mostly in Finland and France. We also have some other projects on the way, you will have to wait and see!

What are the biggest hurdles for the industry today? How do you think they should be overcome?
Maybe the industry is turning too quick for the seasons we have. Mountain resorts should not make snow parks just for marketing purposes. We need to put more heart into the business. There is much more in this game than the dividends big companies pay out to their shareholders!

What do you foresee for the future of the industry?
New brands are the opportunity to push things further! Risks need to be taken for good things to happen.

What does the future hold for your company?
We have great riders and great people around Aaven and we hope this will bring us many fun and creative years to come. Like G.W Hegel once said: “Nothing great in the world has been accomplished without passion.”