Cruiserboards SS15 Trend Report

Skateboarding offers something for all tastes nowadays, and this is most apparent in that of-the-moment category, cruisers. “The best part of the cruiser segment is that it appeals to a wide demographic – core skater, commuter, youth, adult, men, women, basically anyone who is looking to enjoy the sensation of skateboarding,” acknowledges Bernd Pösl, European Brand Manager at Arbor.

If skateboarding was to be fine dining, then the cruiser segment would be a fusion restaurant. Blending old school shapes and contemporary aesthetics with new school technologies and upscale finishes, cruiser companies are cooking up a diversified menu for Spring/Summer 2015 with quality as a main focus.  Report by Dirk Vogel

“The days of slapping a generic graphic on a pintail with no-name bin components are over. From custom concaves, matched with trucks and cushions that really work, along with progressive wheel shapes and formulas, and all the little fit-and-finish details that sometimes go unnoticed, our philosophy of cruiser design is an approach to the branded package as a whole, not just a collection of  generic components,” said NHS CEO and President Bob Denike.

This ‘quality under the hood’ approach is also key to serving an increasingly demanding customer base. Matt Wong, President of GLOBE’s Product Division agrees: “From Globe’s position, the cruiser segment is still really healthy in Europe. But it’s probably past the point where some brands were able to get growth through just throwing graphics on boards and offering sharp price points. The consumer is getting more sophisticated as the market matures, so he has a better understanding of the quality-to-value ratio.”

DON’T BELIEVE THE HYPE?

Speaking of market maturation, with the amount of new cruiser companies decking the halls at Agenda and Bright trade shows this year, is the hype still going? Yes, says Liz Reynolds, European Trade Marketing Manager at Penny and Z-Flex: “Penny continues to see a steady growth and the hype is most definitely still on! The same applies for Z-Flex where we are seeing a trend towards the hand-crafted Premium Core Cruiser Series.”

Some brands saw a change coming years ago. Bob Denike at NHS said: “It definitely levelled out and it actually has shrunk a bit at the high end. I remember in January of 2012, I was talking to Steve Lake of Sector 9 right after two years of crazy growth. I looked at him and said, ‘This thing has about 18 months; it’s going to clog up and hit a wall.’ Sure enough, late summer/fall of 2013, this segment stalled and some people got hit pretty hard. NHS made the adjustments early on and we have been able to grow through it, but it’s been really ugly for some brands.”

LIFE AND STYLE

Nevertheless, two trends are currently saving the day – customers buying multiple cruisers for different occasions, and the large influx of female riders. “Cruiser boards are more like surfboards, there are several different types of them for several different types of ride-ability, so kids are understanding that and building a quiver of them. There’s also the fact that there are different groups of ages with older folks and younger kids getting on a skateboard and the masses of female riders that have been adding a lot to it,” notes Scott Howes, marketing manager at Dwindle (Almost, enjoi, Blind, Tensor, etc.).

The feminine touch also reflects in the many floral prints – on decks, trucks, top sheets and griptape – perfected by brands such as Arbor, Penny, Globe, and Dusters California. Gunnar Lubahn at HOFF Distribution (Prohibition, Flying Wheels) confirmed: “On our plastic retro cruisers we saw a demand for prints and will match this by bringing out a range of nice patterns. Also on the Flying Wheels brand the print is often a major buying argument, especially for cruisers with few technical features.”

Colour trend alert! Pastels are #sohotrightnow in furniture design and eyewear. Penny cruisers are spearheading the trend after a “refresh this season with the sugary shades and candy coloured hues of mint and lilac, plus the introduction of peach for 2014.” Remember where you heard it first: pastels! And Scott at Dwindle/Dusters points out the second big trend: “We will also maintain our classic vintage 100% wood finish styles in our line and we do have some very unique designs using different types of wood.”

PREMIUM FINISH

For discerning tastes, GoldCoast Skateboards has that wood grain finish: “Our exotic wood material story continues to perform very strongly. Using walnut, bamboo, and zebra wood, in addition to maple has been a way for us to really class up the line and convey the message of high design in our boards,” said Chris Brunstetter.

Celebrating their 20th brand anniversary, Globe is going all out with several premium offerings. “The Cabin Series is a series of premium boards taking inspiration from guitar craftsmanship, mixing walnut with mother of pearl inlays,” said Matt Wong, adding: “The Spliced Series mixes thick layers of different exotic woods to offer a high-end collection of beautifully finished boards.”

As the icing on the cake, Arbor have pioneered the ‘Sucrose Initiative’, a wheel formula that: “incorporates sugar into the urethane. Not only are the wheels more sustainable, but the urethane formula is known to increase wheel performance across a wide range of terrain.”

SKATE EVERYTHING

A growing subset of skateboarders believes that riding technique was at its most enjoyable around 1987, roughly when The Search for Animal Chin video dropped. When preferred terrain included ditches, banks and all kinds of tranny.

Bernd at Arbor says: “We feel the ‘skate everything’ mentality is quickly becoming the norm. Styles in our upcoming catalogue will focus on shapes that appeal to the skater who wants to transition from the park, to the pool, to the hill. Within those styles we’ll continue to push the boundaries on construction and materials that maintain Arbor’s DNA.” Globe, Arbor, Z-Flex and GoldCoast have boards that blur the line between cruising for fun and cruisin’ for a bruisin’.

Santa Cruz also has been working on one axe to rule them all: “In Spring/Summer ’15 we’re offering a custom shaped double-kick cruzer, featuring a new twist on a classic Santa Cruz technology. From tip to tail, we’ve approached this project as a sort of ultimate ‘All-Terrain’ cruzer. We know that it’s impossible to design one skateboard that fits everyone’s needs, but we’re pretty excited that this project has produced a skateboard that everyone can have fun on, be it at a skate park, ditch, bike path, or slide jam.”

DAY & NIGHT

Cruiser boards are becoming the new mobile phones – constant companions around the clock. This explains the trend towards shorter, more portable boards: “Right now I see a trend for 1980/90s wide-style directional cruisers. They have a handy format that fits on the bus, looks cool and retro, and are easy to skate, whether you just want to cruise or ollie the odd curb or obstacle,” notices Gunnar Lubahn, HOFF Distribution (Prohibition, Flying Wheels).

Keeping you cruising after dark, LED-illuminated Sunset Skateboard Co. has been turning heads with their sparkle-in-the-dark wheel technology. Ken Perkins, President/CEO has some new things up his sleeve: “We entered the market with our transparent plastic decks that really help show off the LED wheels as you cruise at night. It truly absorbs the light and glows as you move. Coming soon, we have some amazing new shapes in wood that will definitely be an eye catcher.”

Everyone’s cruising late: In cooperation with SF-based artist Jeremy Fish, Santa Cruz has cooked up the Night Owl Loser Cruzer, featuring foot-activated base plate headlights and light-up wheels. Fish also endorses the Weird Beard Loser Cruzer – the bottom covered in synthetic facial hair – officially making the bearded SF artist the patron saint of artsy cruiser skateboards.

Looking ahead, the cruiser party is far from over and retailers will be laughing all the way to the bank, if they play their cards right. Scott at Dwindle agrees: “Keep embracing this category that goes beyond any trends by supporting serious companies, educate yourself about all the varieties, and by educating kids and adults out there on how positive skateboarding can be for your well-being and life style.”

SS15 CRUISER SKATEBOARD TRENDS AT A GLANCE

No more playing around. Formerly used for playful exploration, current cruisers support a broad range of ‘serious’ approaches. “The line between street/park and longboard/downhill is starting to blur a little bit, and there are more and more kids beginning to crossover and ride both styles.” Bob Denike at NHS.

Top-shelf flavours. Mother-of-pearl inlays, blended woods, performance constructions – cruisers are getting ritzy. Globe takes the crown with the Spliced series: “Each board is limited to 300 pieces globally, due to the workmanship that goes into each one.”

Build a quiver. Customers buy multiple cruisers for different scenarios. “Show the customer how much variety there is in this category and how much fun it can be to add a cruiser or two to their quiver.” Chris at GoldCoast Skateboards.

Mobility is key. Stubby boards around 26 inches can go anywhere – from the bus to the bar to the boardwalk. “Shorter boards with kicktails combined with wide soft wheels are the winning formula this season.” Nate Schumacher at Landyachtz.

Nice Rack! POS materials like the Penny’s wooden cruiser rack or the Santa Cruz * Star Wars stand helps to sell cruisers at full force. “Selection and display are key. Good presentation and selection will draw the customer’s attention!” Gunnar at Hoff.

Shine a light. LED-illuminated wheels and base plate headlights provide hours of night time fun and safety. “Our main story is our LED wheels. Our patent pending design is crushing the market right now!” Ken Perkins, President/CEO Sunset Skateboard Co.