Stranda Snowboards F/W 2026/27 Preview
Retail Buyers Guide: Snowboards F/W 2026/27 Retail Buyer’s Guide
Brand: Stranda Snowboards
Interviewee: Mats Drougge, Founder and Shaper
How would you describe the current state of the snowboard market? What big developments, changes, challenges, and/or opportunities are you seeing and how is your brand navigating them?
Stranda is still in a strong growth where we are gaining traction in new markets/areas. Our business model is a mix of independent shops and strong focus on D2C. We’re noticing a slight hesitance from EU customers which we think is due to the energy crisis and ongoing war in Ukraine. Everyone has been affected by raw materials and shipping price increases and transport issues.
Have you had to make any significant changes with regards to manufacturing, sourcing, or logistics? Are there any examples you can share of how your business pivoted effectively? Any positive developments with regards to these issues and the changes you’ve made?
As we do carry over designs we are not pressed by long lead times as we tend to overlap inventory we have with pre order fullfillment.
After two years of heavy carry over in the industry and more of a return to normalcy last season, what’s your overall sales and production/inventory strategy for 23/24?
Carry over is a big part of our business model. We have some models which have the same top sheet design entering it’s 4th season. And they are still selling well.
Do you anticipate any shifts in the ratio of e-commerce sales vs. brick-and-mortar sales now that most Covid-19 restrictions are gone?
No.
Does your brand have any new developments concerning sustainability and/or how you are positioning any environmental messaging?
Our four year warranty speaks massive in how much we trust the quality in our boards. Yes, you can possibly recycle a snowboard but this means that mother earth has to take the blow anyway. Another snowboard needs to be built and transported. Overproduction is an issue for the snowsports industry, that’s why we do carry over designs from season to season and produce boards in several smaller runs, all to avoid the negative cycle of end-of-season sales and, in some cases, the destruction of perfectly good snowboards just because of a new topsheet design. We are also certified climate neutral.
What trends or developments are you seeing with regards to board construction, shapes, and general innovation? How is this shaping your 23/24 range?
I’m doing some experiments with channels in the base of our very limited edition Starliner. It evaporates vacuum build up and is the fastest freeride board I’ve ever ridden. It’s already sold out both as solid and split.
Are you using any new materials in your hardware for 23/24? If so, what and why? We’re interested in anything new in inserts / edges / cores / sidewalls / glue / resin/ wood types / base material / top sheet / etc. here.
Channels in the base works fantastic on freeride boards. We’re doing a very limited run of a model with this technology that may roll out broader in the future.
Are you placing any focus on entry-level products? If so, why and how does this compare to previous years? What is your assessment of the youth market?
No we do not cater to the entry level market.
Pricewise, which area of the market do you cater to?
Stranda is firmly rooted in the upper mid to premium part of the market.
What developments are you seeing with regards to product pricing?
I would like to see an ambition for the industry to point out that quality never corresponds with a low price. You get what you pay for. With the increase in costs for materials we need to let go of price points and deliver great gear that lasts instead of cutting on tech and materials.
What are your top product marketing stories for next season?
We aim for real value for customers, like the education and travel scheme we rolled out for the current season.
Key products:
The Biru:
Our best-selling and much-loved little devil gets a rework with a new core construction and an updated topsheet design. We’re adding Drive Pads™ at the inserts. These are cross-grain wood inserts milled out of the core, running from the inserts out to the edges. This delivers extra response and drive, with increased pressure on the Power Bumps™. We’ve shifted to a more durable topsheet material and given it a design overhaul.
Biru-26-27
SLICER
This is a true pocket rocket. Compact and wide, yet built with a long effective edge. The extra width lets you really lay it over, enabling laid out euro style turns with ease. The Slicer is a much-needed addition to our carving lineup, offering a smaller size without compromising performance. It’s what you could call a crowd killer — perfectly suited for busy slopes and delivering a uniquely addictive carving experience. The Slicer features its own proprietary quadra-ash/poplar core.
Slicer 2026/27
The Descender is a splitboard for anyone who wants a directional freeride board with enough tail to allow for switch landings and with enough power to charge big lines. Now updated with d3o dampening. This splitboard has no speed limit and is aiming for best in class performance. Power Bumps™ at the inserts for ultimate grip and security in critical situations boost your level of confidence. The weight is kept low to allow for backcountry freestyle riding. The Descender has a light and snappy core using feather weight paulownia mixed with full length poplar and ash laminates. Thanks to the double ash stringers and rubber dampening there is zero chatter when straight lining icy faces.
Descender-split-2026-D3O
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