Xion Snow Protection F/W 2026/27 Preview

Retail Buyers Guide: Snow Protection F/W 2026/27 Retail Buyer’s Guide
Brand: XION
Interviewee: Björn Clausen CEO

Which products sold best in the winter 2024/25 and why?
Our strongest performer in the 2024/25 season was the XION® Nosleeve Vest Freeride. Its exceptional comfort, ergonomic waist belt and extremely low-profile D3O® back protection make it the go-to choice for riders seeking premium comfort without compromising safety. Additionally, the newly introduced Freeride Vest Lite exceeded expectations, combining high-quality materials, certified D3O® protection, and an attractive price point—making it one of the most compelling value propositions in the market.

Which of your 2025/2026 protection do you expect to perform best at retail and why?
For 2025/26, we expect renewed growth from our Vest Freeride in Denim and Plum. We are seeing an increasing consumer desire for individual expression on the mountain. These colourways allow riders to showcase their personality—whether at lunch when removing their jacket or during après-ski — while still benefiting from high-end protective performance on the slopes.

Are there any observable trends in the practice of snowboarding that impact product demand and development?
Yes. The industry is experiencing a clear rise in safety awareness. Beyond helmets becoming standard, back protectors and coccyx protection are increasingly viewed as essential equipment. Riders of all levels want lightweight, comfortable solutions that integrate seamlessly into their gear—driving demand for low-profile, ergonomic protection products such as ours.

Which product do you expect to grow the most of your 2026/2027 collection?
We see the strongest growth potential in our Lite Vest series. It offers a compelling combination of comfort, style, and certified safety at an accessible price point—making it an ideal entry into premium protection for a broader customer base.

What are the design and material highlights of your 2026/27 collection?
A central highlight is our expanded range of coloured protection vests, which we are planning to extend to our kids’ line as well. These designs not only elevate style on the mountain but also make safety gear more appealing and fun for younger riders. The collection continues to feature our premium European-made fabrics paired with advanced D3O® technology.

How are you implementing sustainability in your products and production processes?
Sustainability is deeply integrated into our product development. We exclusively source fabrics produced and dyed within the European Union, incorporate recycled materials where possible, and maintain over 90% of our production and supply chain within Europe. This significantly reduces emissions, ensures shorter logistics routes, and maintains high environmental and quality standards.

What are your marketing stories for 2026/27?
For 2026/27, we are focusing strongly on elite athlete integration and the pursuit of Olympic excellence. With Leon Ulbricht and Isabelle Lötscher, two Olympian prospects in our XION® Athlete Team, we highlight the role our protection gear plays in supporting world-class performance. Their journey towards the Olympics embodies our core values: innovation, safety, and uncompromising ambition. Their feedback directly influences product development and ensures that every XION® piece delivers true professional-grade protection for riders at every level.

How are you supporting retailers to sell this category?
We strongly invest in retailer support. All dealers are invited to our on-snow test events, where their customers can experience our products first-hand and then purchase them in-store. To increase in-store visibility, we provide complimentary mannequins fully equipped with our protection gear, showcasing that modern protection can be both low-profile and stylish. For online retailers, we produce high-quality product videos to help increase conversion and consumer confidence.

Key Products:

Nosleeve Vest Freeride:
The XION® Nosleeve Vest Freeride combines advanced D3O® protection with premium breathable fabrics and an ergonomic waist belt for optimal comfort. Developed with professional riders, it ensures outstanding freedom of movement, easy maintenance, and reliable safety—fully designed and produced in Europe. Available in four colours: Men: Black, Denim. Women: Grey, Plum.

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Vest Freeride Lite:
The XION® Freeride Lite Vest delivers certified D3O® back protection in a streamlined, lightweight design at an attractive price point. Breathable materials, excellent mobility, and a clean construction make it ideal for performance-oriented snow sports enthusiasts seeking reliable protection and comfort without added complexity.

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Shorts EVO:
The XION® Freeride Shorts provide high-level protection for hips, coccyx, and glutes using advanced D3O® technology. With removable pads, a slim silhouette, and anti-slip banding, they offer exceptional comfort and mobility across snow and multisport use. Lightweight, durable, and CE certified—engineered for modern riders.

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