Brand Profile Clover Strong Momentum After a Milestone Year of Expansion
Clover enters the new season with strong momentum after a milestone year of expansion, innovation, and growing rider trust. In this interview, CEO Joeri Van de Vliet reflects on their standout products, key markets, and the brand philosophy driving their success.
How was the 2024/25 season and how has 2025/26 started?
The 2024/25 season was a milestone year for Clover. We expanded into nine new European territories and saw consistent growth across all major categories. Our rider community continues to grow, and feedback from both users and retail has been incredibly positive. For 2025/26, we’re building on that momentum by finetuning our existing products, refining fits, and building stronger partnerships with key retailers across Europe. The focus remains the same: making protection that feels invisible until the moment you need it, while keeping the sales process for our retailers as simple as possible with all products unisex, a single size chart for all categories and only one colourway.
What was your best selling product last year and why?
Our Crash Pants and Back Protectors and remain our top performers. They perfectly represent Clover’s design DNA, simple, lightweight, and built for real riders. These products combine RZ Labs impact technology with a ventilated construction that riders trust. People love that they can wear our gear all day without noticing it. That sense of “nothing extra, just protection where it counts” is what drives our repeat sales and customer loyalty.
In which country are you seeing the most growth in Europe and why?
Poland has become one of our fastest-growing markets, with the Netherlands following closely behind. Both regions have strong, technically minded snow communities that value reliability and simplicity. Riders there appreciate that Clover’s protection works across genders and disciplines, in snowboarding, skiing, or even mountain sports. Our genderless sizing and clean design philosophy make Clover a strong fit for these markets.
What is the brand’s USP?
Clover is built on simplicity, comfort, and performance. A simplified sales procedure for the retailers is key! We design protection that blends seamlessly with the rider’s movement, using adaptive RZ Labs technology that stiffens on impact but remains soft and flexible during use. Our products are genderless, durable, and easy to understand for both retailers and consumers. No gimmicks, just protection that works, looks good, and lasts season after season.
How important is feedback from riders in your process?
It’s everything. We develop and test every product with riders who spend their winters on the mountain. Their feedback shapes every detail, from the fit of our waistbands to the breathability of our fabrics. Clover’s entire philosophy comes from real-world use, nothing is added that doesn’t serve a purpose. That’s why riders trust our gear: it’s built with them, not just for them. But we do take all the feedback from our retailer network super seriously. This makes the dream team.
What are the biggest challenges and opportunities you currently see in the snow protection space?
One of the biggest challenges today is visibility, making sure protection gets the space and attention it deserves in retail environments. Riders often overlook protective gear until they truly need it, so helping retailers and their staff educate customers is key. The opportunity lies in awareness: when people understand how the right protection improves comfort and confidence, it changes their experience on the mountain. Better protection doesn’t just prevent injuries; it keeps riders progressing, smiling, and coming back season after season. For us, that’s the ultimate win,more passionate, long-term riders enjoying snow sports safely and freely.
Are there any new products or innovations for 2026/27 you would like to share?
Yes, for 2026/27 we’re introducing something completely new: the Clover 3-in-1 Insole System. It’s the result of extensive research into boot fitting, rider comfort, and long-term performance. Every detail has been engineered to deliver the perfect balance between support, shock absorption, and rebound. We use premium PU materials for superior durability and comfort, but what truly sets it apart is our revolutionary 3-in-1 arch support system. This modular design allows riders to easily adapt their level of arch support to low, mid, or high, without changing insoles. It’s a game-changer for both users and retailers: one simplified, adaptable product that fits every foot profile. True to Clover’s philosophy, it’s protection and performance made simple.
Why should retailers stock Clover
Clover offers clarity in a complex market. Our genderless collection simplifies sizing and stock management, while strong carry-over items ensure consistency across seasons. Retailers appreciate that Clover products don’t chase trends, they’re timeless, high-quality, and deliver healthy margins. Most importantly, our products have a proven reputation among riders for comfort and reliability. Stocking Clover means offering protection that sells itself through performance, simplicity, and authenticity.
www.cloverprotection.com
