Flaxta 2022/23 Snow Protection
Retail Buyers Guide: Snow Protection 2022/23 Retail Buyer’s Guide
Interviewee: Ola Melin, CMO at Flaxta
What is the general consumer’s attitude towards wearing snow protection?
A majority of skiers and snowboarders are complaining about their back protectors or don’t even use them. That’s a huge issue and this is what we’re trying to address. The safest back protector is the one you use so we have managed to come up with a back protector that you want to use. By offering a high level of flexibility and ventilation, while making the back protector really thin, the choice to start wearing a back protector is not that big of a move.
Which snowboarding protection products sold best from your FW21/22 collection?
Our Behold back protector, which is the most ventilated, flexible and low profile back protector on the market.
Where do you expect the biggest growth in snowboarding protection in your FW22/23 collection?
We expect the interest and demand for our Behold back protector to increase even more. The need for flexible, ventilated and comfortable protection has been evident and looking at the feedback we’ve got from both customers, magazines and third-party testing, we’ve found the sweet spot with our Behold back protector.
Do you have any innovations in terms of design or materials for FW22/23?
We keep developing and improving our current, as well as upcoming products, but our main focus is to get more people aware of the Flaxta Behold back protector.
Are your products targeted to specific customers / rider types?
A majority of riders are complaining about their back protectors or don’t even use them. We want to target all users who find current back protectors too stiff, warm and bulky. Getting this group to wear a back protection would be incredibly rewarding, interesting and demanding challenge for us at Flaxta.
How are you supporting retailers to sell this category?
As a small brand, we are working closely with all retail partners, making sure they are all set and have everything they need in order to display the products and the brand in the most optimal way. The needs are different, and so are our solutions and support.
Did the restrictions at resorts last year impact the sell-through of the FW21/22 collection? If so, how have you addressed this issue?
The restrictions only had a minor effect on the sell-through last year. As a new and upcoming brand with progressive style and proven products, we are actually in the lucky position to have a strong demand even through these chaotic times.
Have you had problems with the supply of FW21/22 product? If so, how have you addressed this issue and will this result in changes to your FW22/23 sell-in?
The issue has been delays in the global freight sector, which is something we believe a lot of brands can relate to. In addition to securing our current products, we are looking into alternative shipping and logistics solutions for the future. Just so there are alternatives and options.
The Behold back protection vest is the most ventilated, flexible and low profile back protector on the market. It incorporates our AVA (Absorb, Vent and Adapt) protection system that brings absorption, ventilation and adaption to an unprecedented new level. Made from the revolutionizing AVA compound, Behold is targeting users who find current back protectors too stiff, warm and bulky.