ROBIE SURF ROBES AND PONCHOS 2025 PREVIEW

Retail Buyers Guide: Surf Robes and Ponchos 2025 Retail Buyer’s Guide
Brand: ROBIE
Interviewee: Caja Jean, Marketing

From a niche market to a popular must-have, Changing Robes and Surf Ponchos keep on growing.. What is your strategy for 2025: keep on expanding full tilt or has the time came to consolidate your offer?
At Robie, our aim is continued growth while staying true to the adventurous spirit that defines us. We’re reaching more outdoor enthusiasts while remaining dedicated to our core markets. This year, we’re refining our product range and enhancing the customer experience, without changing what makes Robie special. After all, we pioneered the changing robe! Our focus remains on durable, practical designs, and with our new distributor in New Zealand, we’re excited to bring the Robie experience to even more people worldwide.

The Robe/Poncho appeal is so mainstream nowadays: have you considered reaching out beyond the boardsport distribution channels before the fashion big names take over the demand?
We’re expanding beyond boardsports into camping, hiking, trail running, and more, welcoming all who love adventure. While the changing robe has gone mainstream, our roots in boardsports remain strong, shaping who we are. We’re also proud of our ties to cold-water swimming and blue therapy, where warmth and protection matter most.Robie stands out for its durability and practicality, and no matter how trends evolve, we’ll stay true to the design and quality that made us a trusted brand.

Recently, lighter and quicker drying options using micro-fibre cloth, rather than the thick terry Surf Poncho have gained traction, Do you offer both?
We’ve seen the rise of microfibre robes, but we’re staying true to the high-quality Turkish cotton that defines Robie. Both our Original and Dry Series are built to last, offering comfort and protection in any conditions. While we know preferences vary, we’re always exploring new ways to meet our customers’ needs, without ever compromising on quality or performance.

The (Changing) Robes are worn in very different situations: Après-surf, dog walking, camping, as an indoor plaid and as a fashion statement in the big cities! Do you offer specific models for those various activities or the all-in-one product is the go-to choice?
Our customers come from all walks of life, so we design Robies to be versatile and built to last. When we created the first changing robe, we refined it until we got it just right, then we stuck with it. With a range of sizes and colours, our robes offer a simple, durable solution for any adventure. Whether you’re après-surf, walking the dog, or camping, Robie is designed to have your back… literally!

What are the key materials in your Robe range?
Robie robes are crafted with premium Turkish cotton for softness, absorbency, and durability. Our Dry Series features a recycled nylon waterproof shell with an ECO DWR coating and a heavyweight shearling fleece lining for warmth in any weather. Committed to sustainability, we use responsibly sourced materials and recycled fibres wherever possible, creating products that feel great, last for years, and are ready for any adventure.

Style: As there is pretty much a single silhouette for Ponchos & Robes, the only way to stand out is via colours/prints/patterns. What do you have in store for 2025?
Our design philosophy has never changed, we keep it simple because it works. Rather than chasing trends, we focus on functionality and longevity, creating products that stand the test of time. For 2025, our goal remains the same: to deliver robes that perform beautifully, look great, and last for years. With a diverse colour range, there’s something for everyone, but our timeless design will always be at the heart of Robie.

How are you helping retailers to sell more of your product?
Robie is a family business, and building genuine, long-term relationships with our retail partners is at our core. Born in Cornwall, we know the power of community, especially in small business. That’s why we go the extra mile, providing product insights, marketing support, and collaborative initiatives to help our partners succeed. When they thrive, we thrive, it’s all about growing together as part of the Robie family.

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