Fjell 21/22 Splitboard Hardgoods Preview
Retail Buyers Guide: Splitboard Hardgoods 21/22 Retail Buyer’s Guide
Interviewee: Kjetil Bjørge, Co-founder
Please provide an overview of how 2021/22 is shaping up for your brand. Has COVID-19 affected your line? If so, please explain the changes you’ve made, and how you came to these decisions.
Adding more lengths to the permanent collection, and working on new shapes and ideas, both solids and splits.
How much of your new line (pre-COVID) is normally dedicated to new models and artwork, and how has this changed, percentage-wise, for 21/22?
More lengths per model and we work with permanent collections and add-ons. Colorways we work with blue and white, and with the noise in the world, we think for us it will be even more important to keep the silent expression in our design.
If you will be carrying over a larger proportion of your products than normal, how do you hope this will be received by retailers?
Calculated stock, so feels comfortable about the situation.
If you’re pressing ahead with new items, what are the top three most important products of next year’s line, and why? Please refer specifically to new products here, and not just new marketing stories.
More customized lengths and new shapes in progress. Working on new ideas to be tried out.
Are you using any new materials in your hardware for 21/22? If so, what, and why?
Mostly the same.
Any big advancements in functionality? Skinning, transitions, etc, as well as riding?
Adding more lengths for customized riding. Same high-quality production.
Prices: Which area of the market do you primarily cater to, price-wise? Has this changed at all in recent times, or is it pretty consistent?
Pricing is consistent in the upper price segment, for function and quality production.
Please tell us about the dominant visual themes in your 21/22 gear, including any interesting artist collabs you have lined up.
Our aesthetic design refers to the silence and stillness in the mountains.
Most brands tell us that selling in-store is really important for splitboard gear, as it’s where you can get good advice. Can this be maintained post-COVID, or will you be looking to find more customers online?
Both channels are important, but customer support in the physical store is still very important. We keep a close dialogue with our customers.
What are your three biggest European markets for splitboard hardware?
The European market in general.