Retail Buyers Guide: Technical Snow Backpacks 2024/25 Retail Buyer’s Guide
Interviewee: Jan Sallawitz – Head of Marketing
What are are the main customers’ demands when buying a technical snow pack?
Our main customers come from freeriding and know our brand for highly functional gear that is developed and tested by ourselves and our athletes. The main demands for a technical backpacks are for use off the groomed slopes – the trend for skitouring, splitboarding that was accelerated through covid times is still on. When it comes to offpiste, functionality & reliability aka qualitity is key. We are famous for protector backpacks that are mainly used for lift assisted rides or shorter hikes. For FW24/25 we are coming up with the SUMMIT which is a very lightweight, cut-down touring backpack with a specific functionality (quick ski/ splitboard fixation system, quick access compartment for skins, etc.). Will come in 20l and 30l in volume
What were your best sellers in 2023/24 and why?
Traditionally our protector backpacks in 30l size. But also our snow travel line with boardbags, snow gear rollers and gear bags were picking up.
In which type of pack do you expect your biggest growth?
Very light and functional touring backpacks for descent oriented touring – so our new SUMMIT can hit the sweet spot 🙂
What are the technical highlights of your 2024/25 collection?
Definitely the new SUMMIT lightweight, functional touring backpack. But also still our PROTECTION WEAR with the LITESHIELD FLEX Technology we have developed inhouse with the highest damping properties, comfort through max air ventilation – and very important for wintersports: temperature insensitivity!
What materials are you using in your 2024/25 collection? Any new ones?
All materials PFAS free. Focus on materials that are made of recycled materials. S-Café for our PROTECTION WEAR (made with coffee and recycled materials) as well recycled MIPAN® regen nylon yarn.
What color palettes, prints or patterns are you featuring in your 2024/25 collection?
Our colour palettes are always strongly inspired by our travels and adventures. The nature, the places, the people, all those experiences influence out product development and design process and find their way into out colour palette. It is the most visible in our MULTICOLOUR EDITION that we usually develop every two- three years. Our current one is featuring a grey and black base with soft purple rose hues and our “World Networking Pattern”.
Are you implementing sustainability in your products and production processes?
We are proud that we were able to close the final gap of cradle-to-cradle for our Protection Wear. We started a collaboration with a provider of a new recycling technology for chemical recycling that made it possible. So we are now offering to return our Protection Wear Items after its product life to us for a complete recycling.
What are your marketing stories for 2024/25?
Light and functional ski touring will be focused and rolled out together with our atheletes and the product managers who developed this new backpack category. And of course the new recycling opportunity for our PROTECTION WEAR
How are you supporting retailers to sell this category?
We will have extensive information and visualizations, as well as graphic animations, available for retailers to explain and communicate the product.
Apart from extensive information material we have a retail program with a modular, individually customizable display system, sales promotion concepts, presentation aids, and sales tools with a large complementing selection of graphics, pictures, and product information. When it comes to digital support, we’ve upgraded our B2B shop and integrated an extensive download centre where you have 24/7 access to all digital media assets like pictures, videos, texts, guidelines etc. And we’re also working on further
expanding and making our instruction material more serviceable and easier to consume for retailers and their sales staff.
What’s your situation regarding stock and deliveries?
Deliveries are up and running in time. Stock situation still challenging as there is a bottle neck with way too many products in the shops and in wholesale.
3 key/hero/highlight items 2024/25 collection.
SUMMIT 20l/ 30l: lightweight and cut-down touring backpack with very high functionality and alle features you need for descent oriented touring. Made with approved EVOC quality
LINE PRO – The highest level of back protection fused with the best carrying comfort imaginable in a touring and freeride backpack
GEAR BACKPACK 60 / 90 – The all-in-one backpack for a perfectly organized trip in the snow, available with 60 or 90 litres of volume