Big Wig: Joost Grootswagers, Head of One Turn Europe
Joost has been in the European Boardsports business for 21 years, having worked at both O’Neill and Sole Technology before moving onto Volcom where he became CEO. Following the recent demise of Liberated brands he grasped the opportunity to purchase the Volcom and Spyder brands and is now master of his own destiny. Source caught up with Joost to hear all about the deal and the transition to the new independent business model.
Recently you obtained the European license for Volcom and Spyder, what was the thinking behind this move?
When the opportunity arose to become the operating company for Europe, we had a serious look at it and realised we have created something very sustainable over the past decades. Volcom is a stronghold brand in action sports, and we have carefully curated the brand over the past decades in Europe. With Spyder we have embarked on a similar journey and feel very positive about the future
We have a solid team in place and likewise a solid track record. Therefore, we decided to make a play with the goals of keeping both brands going in Europe and continuing our success, keeping our great organisation and partners in place and having fun while doing it
Please tell us about the acquisition process and how you became the preferred buyer.
The transition has been a process, but we were thankful that Authentic was supportive through it all. We had to transfer all the websites, suddenly fully design our lines, move our ERP system, and more. So in essence we went from being like a little sister to being a fully operational company. We had to make sure we kept the trust of all our partners and suppliers. And we are proud to say that we managed the transition well and as a result we are again delivering our Fall collections 100% on time.
We have been working very close with Authentic for quite some time now and our relationship has been built on mutual trust over the past years. In multiple ways it was the most logical step to take, with this deal we ensure turnover and equally important also our organization whilst at the same time keep the brands independent.
Who is on the management team now?
The teams at Volcom and Spyder have not changed at all during the past year and so our management and operational teams remain fully intact. On our management team we have: Antoine Lanusse COO and co-owner, Julie Sonier Head of HR and legal, Marie Aurelie Cazaux Head of Product and Merchandising, Matthieu Galtie Head of Digital, Guillaume Dartenuc Head of Marketing, Emmanuel Lorenzato Head of Spyder, Frabrice Delas Head of Logistics and myself as CEO and Head of Volcom.
With Volcom Europe now operating independently from the U.S, how has that shift changed the way you build the brand here?
We are now fully responsible for all design on the streetwear side of things. For our snow collections for both Spyder and Volcom we work closely with our US counterparts, The Outdoor Collective for Spyder and the Levy Group for Volcom Snow. As for the brand building, we are now closely working together with Authentic, Australia and the US to keep our brand heat going. Results are looking pretty epic at the moment with our athletes in Surf, Snow and Skate on fire. Yago Dora and Jack Robinson will compete at the WSL Finals in just a couple of weeks, with both having a huge chance to claim the world title! Even in the worst-case scenario, we’ll still have a Vice World Champion.
In October, we’ll also release a brand-new Volcom surf production, a true adventure filmed in South Australia, featuring our EU surf leader William Aliotti, one of the most stylish twin-fin surfers out there. Arthur Longo keeps building his legend. With many personal projects on the horizon, we’ll continue to highlight and push his artistic side even further. This winter, Marcus Kleveland will release his very first signature line, while also positioning himself as a serious contender for Olympic medals this February.
And in November, we’ll proudly launch our first-ever European skate movie: a two-year project led by our iconic Team Manager, Roberto Aleman. Without a doubt, it’s one of the most exciting projects Volcom Europe has developed in recent years.
How do you personally stay inspired and connected to the creative and cultural side of the business?
As I mentioned before we are also in the business to have fun, meaning staying connected with the sports and lifestyle we offer. Snowboarding is my primary passion, which is something I will always choose to do. This gives me the opportunity to stay connected to our riders, the industry and our end users.
Furthermore, we employ a lot of creative and connected people. We continuously keep hiring young people who are close to our target audiences. On top of that, our teams and I keep meeting with customers, partners, riders and ambassadors in order to keep a deep understanding of our markets and related scenes.
What are the biggest lessons you have learned during your career in the boardsports industry?
Keep a clear head and stay positive!!! There are so many passionate people in our industry and among our customers. Regardless of what the industry goes through we always must remember that we empower people to enjoy themselves through our products.
How do you see the market for streetwear and winter apparel in Europe?
When you look at participation in our sports they are mostly up. So, in that sense the market is very alive and will continue to be. That said, there are still many uncertainties like inflation, tariffs, other brands entering the market and more. But realistically we sell mostly to cross over consumers, who are inspired by the lifestyle but are not necessarily pure participants. and that is why we need to continue to invest in marketing, activations, team riders and cool new initiatives. At Volcom we have always been at the forefront of activating our brand and we will continue to do so.
As for winter apparel, we have experienced some difficult seasons in terms of snow in Europe, and this has certainly had an effect on business. However, with Spyder we are catering to a more high-end real participant consumer through the outstanding technicality, history and image of the brand. With Volcom Snow we cater to the cool snowboarder. So in essence with both brands, we have clear positioning and target consumers who are more resilient.
What are the products you’re personally excited about right now at Volcom Europe?
I am really looking forward to our upcoming snow season, with Spyder and Volcom we have amazing collections and some rider driven capsules coming out. Also very excited every season to see our new featured artist collections coming to the market.
How is the balance of your business between D2C and B2B. How do you work with retailers to push the brand and product?
All brands combined are roughly at 35% D2C and 65% B2B. We push our brand and product through our retailers a lot with using online marketing, local shop events, newsletters, team riders and special events where we invite our core shops.
What do you think are the biggest challenges and threats for the European action sports industry?
I believe the European action sports industry faces several important challenges. First, there is economic pressure from the rising costs of production, inflation, and shifts in consumer spending habits making it harder for both brands and retailers. Second, we see the impact of climate change , warmer winters affect snow sports, while environmental concerns are pushing the entire industry to become more sustainable and responsible. Third, digital transformation is both an opportunity and a threat, younger generations consume content differently and brands need to constantly adapt to remain relevant and authentic.
At the same time, I believe these challenges are also opportunities. Action sports have always been about creativity, freedom, and pushing limits. If we stay true to those values while embracing sustainability, inclusivity, and digital innovation, the European action sports scene can continue to thrive.
What excites you most about the next few years for Volcom in Europe and what should we be keeping an eye on?
Keep an eye out on how we will continue to be different through product, marketing and more. Keep up with us on www.volcom.eu or @volcom on social and www.spyder.eu. or @sypder on social.
