DRYROBE SURF ROBES AND PONCHOS 2025 PREVIEW

Retail Buyers Guide: Surf Robes and Ponchos 2025 Retail Buyer’s Guide
Brand: dryrobe
Interviewee: Marketing Team

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?
This year, we are continuing to both extend our range of products and expand into more territories. As the creators of the original outdoor changing robe, we don’t rest on our laurels! At Dryrobe®, we’re always innovating and developing new products, whether it’s changing robes, accessories, or apparel. Keep an eye out for exciting new products coming later this year. In terms of markets, we’re growing across Europe and North America, heading into new countries, and expanding our offering in established territories like Germany, Ireland and the UK.

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
We stay true to what we do. Surfing is where we started and will always be at our core. Our focus is currently on shoreline activities, particularly surf, swim, and paddle, while growing our presence in other watersports, including diving, rowing, and endurance sports. We’ve seen the impact that the Dryrobe® Advance can have on these particular sports as they were used by Team GB triathletes, rowers and divers at the Olympics in Paris last summer, helping to give them a competitive advantage. We’ve no plans to expand any further into fashion retail at the moment.

Recently, lighter and quicker drying options using micro-fiber cloth, rather than the thick terry Surf Poncho have gained traction, Do you offer both?
Our range of changing robes features a variety of linings designed to work in different situations. The Dryrobe® Advance, our core product, features a unique, super-warm fleece lining, which dries up to 8 times quicker than competitor products and is made from 100% recycled polyester. The Dryrobe® Lite has an innovative lining that’s designed for warmth whilst being lightweight enough to pack down for portability. This Polartec® fleece wicks water away from your skin helping you dry quickly. Our Towel Dryrobe® is made with 400gsm super-soft, absorbent organic cotton, perfect for drying quickly after a day on the beach.

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?
One of the key benefits of the Dryrobe® Advance is its versatility, that’s why it’s been adopted by people for a huge number of different activities! We don’t offer specific versions of it for all these activities as we believe the simplicity, quality and iconic design of a Dryrobe® are its strengths. This is what makes it so adaptable for a wide range of sports and leisure pursuits.

What are the key materials in your Robe range?
The Dryrobe® Advance features a fleece lining that is unique to us. It’s been specifically designed to not only keep you warm, but the structure of the fabric wicks water away from the skin quickly so the Dryrobe® can be used multiple times a day without feeling damp. It has been proven to improve recovery after getting out of cold water in an independent study by the MMU Institute of Sport. The outer layer is made from 100% recycled nylon, which also helps us stand out from our competitors. The fabric’s durability and strength combine with plant-based, PFC-free waterproofing to offer comprehensive protection from the elements.

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?
The popular Special Edition Abstract colourway is returning for another run after selling out in just a few days last year. We’ve also got an injection of new colours coming this summer and something really special arriving later this year. Keep your eyes peeled!

How are you helping retailers to sell more of your product?
We’re dedicated to our retailers’ success, that’s why we offer a comprehensive suite of tools, including a crucial pre-order service. This enables you to secure your stock up to six months in advance, guaranteeing availability for your chosen delivery month, essential for navigating the peak demand of Q4. Our user-friendly B2B site lets you order anytime, and features access to an extensive media bank for the latest product and lifestyle images. We also have a dedicated sales team readily available to provide expert account management. In terms of marketing support, we are partnered with some of the biggest organisations in our space, including USA Surfing, Red Bull, Team GB, Deutscher Wellenreitverband (German Surf Federation), Save The Waves, ÖTILLÖ Swimrun, o2 SURFTOWN MUC and many others. We also work closely with a team of incredible Ambassadors who represent the Dryrobe® worldwide, including trailblazing big wave surfer Andrew Cotton, Olympic surfer Camilla Kemp, record-breaking swimmer Bárbara Hernández Huerta, and world champion grom Lukas Skinner.

Key Products:

Dryrobe® Advance:
The original outdoor changing robe is where it all started. Its iconic design combines a durable waterproof outer and unique fast-drying inner allowing you to easily get changed in and out of a wetsuit or sports gear anywhere, whilst staying protected from whatever Mother Nature throws at you. Made with 100% recycled fabrics.

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Dryrobe® Lite:
Built for adventure, this super-lightweight, waterproof changing robe easily packs into its own stuff sack, making it perfect for exploring or for athletes travelling to events where luggage space is a premium. The oversized design gives you space to change inside, while the weatherproof outer and innovative Polartec® lining keep you protected from the elements. Made using recycled materials.

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Dryrobe® Compression Travel Bag:
The ultimate way to compress your changing robe into the smallest size for travel. This waterproof 33L bag will comfortably pack any size Dryrobe®. Simply put the changing robe in the bag, roll over the top, open the valve, squash the air out, pull the compression straps tight, and you’re ready to go. Made with 100% recycled nylon.

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