AFTER ESSENTIALS SURF ROBES AND PONCHOS 2025 PREVIEW

Retail Buyers Guide: Surf Robes and Ponchos 2025 Retail Buyer’s Guide
Brand: After Essentials
Interviewee: Rémi Chaussemiche , Marketing Director

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?
After Essentials is specialized in the poncho category, we are proud to propose a wide offer matching different needs and taste. Our positioning is based on offering a wide choice of prints, collab and themes.

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?
For sure the poncho goes way beyond the action sports, anybody can use them, whether it is at the pool, at the beach or just to get changed quickly or discreetly anywhere. After Essentials is born from the action sports but we sell to various consumers threw different sales channels. We keep on supporting our core retailers threw our marketing, sponsoring surfers and promoting the lifestyle but our biggest numbers are made threw more fashion retailers.

Recently, lighter and quicker drying options using micro-fiber cloth, rather than the thick terry Surf Poncho, have gained traction. Do you offer both?
We have been offering both options for many years now, but the terry fabric remains a favorite.

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?
At After Essentials we propose 3 big categories of poncho Beach, Heat and Rain Beach Ponchos can be used by many different consumers in many different situations. Therefore, we want to have a wide offer, matching every style and every uses. We develop several series drawing their inspiration from different activities, whether it is surf, outdoor, camping, fishing, more urban lifestyle or indoor activities Speaking of indoor activities: for several years now, we have been offering some Ponchos in polar fleece specially made for warmth and comfort. We wanted to develop a product to chill at home after an epic session. This is our heat category. Our Rain category has also been a great success the past few years. We have brought the After Essentials Joy full spirit to design rain ponchos made for commuting under heavy rain falls with style.

What are the key materials in your Robe range?
For our beach/ swim ponchos in terry fabric we use a blend of 50% cotton and 50% polyester. For a sustainable matter we decided to have our production made in Turkey which reduce lead time, minimum quantities and transport, therefore we limit our carbon footprint doing so. Our Lightweight micro fiber beach/swim ponchos are made out of 100% recycled polyester. Our polar fleece ponchos, the heat ponchos category are made of 100% recycled polyester. So far made our rain ponchos.

Style: As there is pretty much a single silhouette for Ponchos & Robes, the only way to stand out is via colors/prints/patterns. What do you have in store for 2025?
For 2025 we have a new series of ponchos, the Teck pocket series with 15 different prints. For this collection the ponchos feature a water repellant ripstop chest pocket so you can keep your phone and car key dry while you’re swimming or surfing. We propose abstract patterns, geographical prints, nature inspired drawings, cartoony drawings and gradient colors. In our traditional terry fabric category, we come with 6 different series of themes:

The Gradient Series, 4 ponchos dedicated to color gradients and featuring pastel tones (green, pink, blue and natural)
The Mindset series is a collection inspired by mythical destinations where surfing and the good life reign supreme, this collection of four ponchos celebrates the positive life messages and philosophies specific to different regions of the world. Each poncho in this series features illustrations inspired by travel, road trips and a bohemian lifestyle.
The American Fishing Series takes its inspiration from the authentic fishing piers and traditional fish and shrimp houses, where you can enjoy freshly caught fish and shrimp. A rock’n’roll, maritime aesthetic, where the ocean is a way of life and fishing a passion. Each poncho in this series features a unique all-over print (fishnets, bait, checks) featuring a sea creature artwork on the back. Between graphic details and the vintage spirit of American marinas, these designs are both authentic and quirky.
Shapers Series: At After essentials, we love surfing, we love beautiful surfboards and shapers are our gurus, we had to dedicate them a line. Here it is with these 4 models of ponchos celebrating the craftsmen…
Destinations Series: With this collection of 8 different ponchos we want to highlight destinations that are dear to us by their culture, their waves and their locals.
Pro Models Series: We love surfing and we want to support our surfers, so we have developed a collection of pro models poncho in honor of our pro surf team composed of Maud Lecar, Kyllian Guerin, Tony Silvagni and Joan Duru.

How are you helping retailers to sell more of your product?
First of all, After Essentials being distributed by Sample N’ Co, we are able to offer commercial conditions combining several product categories from surf products to outdoor products. It Helps the retailer to reach minimum orders easily, to swope product categories depending on their sell thru and maximize their margin. To make sure the brand is visible in the retail environment, we have developed some dedicated displays, very qualitative and made in France. We are also working on some window displays with some accounts and some more standard POS to carry the After Essentials logo on the shop floor.

Key Products:

The Bleached Blue poncho:
From the Gradient Series, a pastel blue gradient inspired by the moment when the foam of the waves melts into the immensity of the sky. Made from ultra-absorbent terry cloth, this poncho is quick-drying and comfortable to wear after a swim or a surf session. Its loose fit and large arm openings guarantee total freedom of movement.

PO-GRA-BLE_GRADIENT_Bleached Blue

Embrace the Costa Rican philosophy with the Pura Vida poncho:
A tribute to a simple, authentic lifestyle connected to nature. Featuring illustrations inspired by surf trips and tropical landscapes, this Mindset Series poncho represents the lifestyle of this Central American paradise. Made from ultra-absorbent terry cloth, you can quickly get dry after a surf session or refreshing swim. Its loose fit, large sleeves, side openings and generous hood offer optimum comfort and help you to get changed quickly. The chest pocket with key ring adds a practical touch, perfect for keeping your essentials close at hand.

PO-MIND-PUR_MIND SET_Pura Vida

The Tech Pocket Fin poncho:
Pays tribute to longboarding with an illustration of longboard fins, representing the classic log spirit. Made from ultra-absorbent terry fabric, it dries quickly after a surf session. Its waterproof ripstop zippered chest pocket keeps your items safe from moisture. Comfortable, practical, and stylish, it’s the perfect accessory for your time by the water.

PO-TEC-FIN