Alder Wetsuits S/S 2026 Preview
Retail Buyers Guide: Wetsuits S/S 2026 Retail Buyer’s Guide
Brand: Alder
Interviewee: John Westlake – all things neoprene
How was the 2024 market?
That was a challenging year, retailers had too much stock and the market was flooded with discounted stock.
How are stock levels compared to a year ago?
Much better now and under control.
The new rubber innovations display the picture of a segment full of vitality. Was the sell-in on the same page for Spring-Summer 2025?
Is SS26 a continuation of your current line (with some updates) or did you revamp your collections? We are launching a completely new style called Freeride FX for SS26, it’s an entry level GBS with specific FX stretch on shoulders and arms, we are also making eco updates to current styles.
Are price points on the rise? If they are, how do you justify the raise to retailers?
We expect very small increases to allow for new rubber options.
What differentiates your steamer offer from the rest of the competition?
The Alder steamer has always been known for high quality workmanship at reasonable prices.
While the winter wetsuit offer black on black (non)colorways, did you add a bit of fun in the spring-summer ranges?
The Alder Impact junior styles offer fun colours and popping inks.
Do you offer repair and/or recycle programs?
We still repair most wetsuits in house at sensible prices.
Key Products:
TORCH FX:
TORCH_FX_MEN_4-3-BLACK-BLUE-NIGHTS-FX
FREERIDE FX:
FREERIDE_MENS_BLACK_GRAPHITE_SIDE
IMPACT JUNIOR:
IMPACT_JUNIOR_CAMO
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