Burton Snowboards F/W 2026/27 Preview

Retail Buyers Guide: Snowboards F/W 2026/27 Retail Buyer’s Guide
Brand: Burton
Interviewee: Jan Grimm, Senior Merchandiser Hardgoods - Europe

How would you describe the 2024/25 snowboard season in terms of market performance and consumer demand?
It was a tough snow season in Europe, paired with political and environmental uncertainty. Nevertheless, riders showed up and consumers demand is there. We are cautiously optimistic about the season ahead.

What major trends are shaping the snowboard market (pricing, consumer preferences, rider demographics, retail shifts)?
A new generation is taking over, these young riders are style-conscious, but budget minded digital natives and are looking for authenticity in brands.

From changing consumer behavior to tariffs and supply chain stress, what’s been the biggest challenge for your brand recently?
Tariffs and the uncertainty they bring around production, pricing, and inventory have certainly been a challenge.

BRAND FOCUS

What is your brand’s core mission or philosophy, and how does it influence snowboard design and development?
We are leaders in snowboarding, with riders at our core. This guides everything we do including our product design and development. We are continuing to push the boundaries and set the standard in innovation and creative design.

For 50 years, everything we’ve done has started with one simple question: What’s best for the rider?
And that won’t change in the next 50.

Who is your target rider for the 26/27 season, and how has this profile changed compared to the past?
For the 26/27 season we are focusing on that next generation of riders. This is a shift towards a younger target rider while still valuing and catering to the needs of our Burton loyalists.

Which product ranges or categories do you expect to drive the most growth in 26/27?
We are expecting to drive growth through freestyle boards with some exciting updates for 26/27. In boots and bindings our main growth driver remains Step On, but we are shifting more towards a ride first, platform second approach, bringing back some well-deserved focus and energy to our strap boots and bindings as well.

SNOWBOARD SPECIFIC

What trends or developments in construction, shapes, and innovation are guiding your 26/27 snowboard range?
We are continuing to explore multi radii sidecuts to fine tune a board’s performance in different sections of a turn. On a board like the Sketch Artist we introduced this year that is a progressive sidecut for an energetic exit out of turns while keeping stability at higher speeds. On a board like the new 26/27 Process, a digressive sidecut allows forgiveness and smoothness through the contact points combined with tighter sidecut between the feet allowing the board to turn quickly and smoothly. On tapered boards like the 26/27 Time Thief manipulating the sidecut allows for less setback to give the board a more ATV/freestyle feel while maintaining the benefits of taper.

What new materials or material innovations are you using — inserts, edges, cores, sidewalls, resin, glues, base material, top sheet, wax, or others?
In the 26/27 Process and Talent Scout we are excited to introduce a brand-new core construction to our line. This new construction focused on smooth and consistent flex further highlights our composites’ energy and snap while saving weight. In addition, we are using localized damping to isolate the rider from vibrations coming up into their bindings. This balances how a board feels underfoot – keeping all the snap and energy our boards are known for without beating you up at the end of the day.

How are you incorporating sustainability and ethical production into your boards (materials, processes, lifecycle, packaging)?
We are working in our Factories at the highest possible standards to avoid waste and save energy. We are in the process of reintroducing FSC Certified Wood cores to our snowboard line. In winter 26/27, 72% of our snowboards will be made with FSC wood cores, and we’re expecting further progress in 27/28.

What design directions are you taking — graphics, patterns, collabs, or signature editions?
We are working with a global network of artists, riders and in-house creatives. One of the standouts this season is the Good Company in collaboration with Grace, Maria and Ylfa. For some of our key models we have two graphic options available, like in the Blossom with Niels bringing in his vivid imagination to life on the first, and Rob, Zeb, LJ, and Brian collaborating on the second graphic option (fun fact: Niels’ Blossom has actual sand on it). Outside of the main line, you can expect some exciting energy moments and collaborations, stay tuned!

Are you focusing on particular rider groups (freeride, freestyle, all-mountain, women’s-specific, youth, beginner) for 26/27?
Our board offering is targeted at all riders, all terrains and skill levels. For winter 26/27 we have a special focus on the up-and-coming new generation of riders, so many of our model and line updates are happening in the entry to mid-price range with a focus on Freestyle.

Key Products:

Process:
Refresh the Process! We’re updating the shape, a brand-new core construction for a lighter weight and a more poppy performance. A new creative identity with dual graphics and new sizes create a more inclusive ride for all those seeking the Process’ performance. Channel the effortless style of Burton rider Mark McMorris with this twin shape that’s tuned to pack power when you need it.

Process

Talent Scout:
And like a phoenix she rises! The Talent Scout is back with a brand-new core and more punch than ever! The women’s Burton Talent Scout Snowboard is on a mission to track down the best of park performance. It steps up the attitude from other twins with a pro-driven camber profile that gives you the power, control, and finesse to thrive on all terrain. Its flex is tuned for lighter riders and lets you take full advantage of the edge and bend to get creative as you like.

Talent Scout

Family Tree Time Thief:
Shaped by the dream terrain of the Alps, the Burton Family Tree Time Thief Snowboard blends big-mountain control with a playful ride. A larger sidecut radius and softer torsional flex allows this board to be more nimble and playful at slower speeds but still have plenty of stability for riding powder-filled bowls or getting rowdy on side hits. The hours will melt away as you turn the whole mountain into your playground.

Family Tree – Time Thief