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Loaded Longboards 2017 Preview

Retail Buyers Guide:  Longboards 2017


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Please start by sharing your perspective on the current health of the European longboard market in a few words.
Expecting a positive continuation of 2015 sales trends. Shops and distributors found themselves overstocked in 2016. Around mid-summer 2016 there was a shift in retailers’ focus to reducing inventory, mostly by discounting. When Loaded noticed this pattern, they proactively offered to buy back a significant amount of product from their distributors (who then bought back from their shops) to avoid the need for retailers to resort to discounting.

All this said, Loaded feels that the beginning of 2017 will be the trailing end of this overstock clean-up, and the industry is making an effort to continue creating innovative product that will both spark the interest of experienced riders and also draw in more newcomers to the sport.

Icarus Complete

Will the current exchange rates and trade climate affect the end prices of longboard equipment in Europe?
Loaded expects that one of two scenarios will occur. If MSRPs remain the same, then supply chain margins will be reduced. This puts strain on the manufacturers, distributors, and shops, making it more difficult for them to stay operational.

Because Loaded manufactures in the US, they have less flexibility in adjusting their margins compared to a brand that manufactures abroad. Thus they are in favor of raising MSRPs to ensure that their distributors and shops are able to maintain healthy margins to continue operating successfully. The tradeoff in this scenario, of course, is that higher MSRPs may then impact sales (at least temporarily). This impact would depend on the economic conditions in each country; for instance, if salaries rise and unemployment drops, consumers would likely continue being able to afford products despite the increase in price.


What are customers looking for in boards right now in terms of materials, finishes and shapes? Even in terms of graphics?
There’s definitely a range in what different customers are looking for in a board. While the cruiser market seems to still be interested in low-cost and fashionable product, there seems to be a resurgence in the number of customers passionate about products that reflect more sophisticated design, both in terms of aesthetics and materials and construction. That is evident as the shops make an effort to clear out stagnant and oversaturated inventory in favor of bringing in more exciting and innovative products.

Which accessories should retailers stock to keep customers stoked?
As far as products go, wheels are important because they’re accessible, consumable, and have such a wide variety of shapes, sizes, and formulas that customers are always excited to buy multiple sets to broaden their riding experience.

Ultimately, however, Loaded feels that the very most important “accessory” a shop can provide to customers is a passionate local community. Weekly sessions, events, fostering a sense of family and belonging at the shop, and really engaging with the locals to keep them stoked on riding and coming back to the shop regularly.

Tre Flip

Brand Previews


Retail Buyer’s Guides

Foils 2021

Kites SS21

Longboards SS21

Surfboards SS21

Sunglasses SS21

Wetsuits SS21


Great Outdoors SS21

Hanging Shoes SS21

Boardshorts SS21

Bottles & Flasks SS21

Backpacks SS21

Skate Hardgoods SS21

Swimwear SS21

Skate Shoes SS21

Foamies 2020

Kiteboards 2020

Kites 2020

Longboards 2020

Sunglasses 2020

SUP 2020

Surfboards 2020

Impact Vests 2020

Powsurfers FW20/21

Cruisers 2020

Wetsuits FW20/21

Beanies FW20/21

Base Layers FW20/21

E-Boards 2020

Facemasks FW20/21

Snow Safety FW20/21

Goggles FW20/21

Snowboards FW20/21

Skate Shoes FW20/21

Longboards SS20

Watches SS20

Sunglasses SS20

Kiteboards SS20

Kites SS20

Wetsuits SS20


Sun Cream SS20

Hanging Shoes SS20

Boardshorts SS20

Surfskate SS20

Backpacks SS20

Skate Shoes SS20

Eco Textiles SS20

Longboards 2019

Surfboards 2019

Underwear 2019

SUP 2019

Sunglasses 2019


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