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French Market Insight: Trade Tensions and The Need For Authenticity

In spring 2025, the French economy continues to navigate an uncertain context, marked by moderate recovery and persistent cyclical tensions. After a mixed growth year in 2024, France struggles to regain a sustained pace of economic expansion. The latest estimates from INSEE indicate a GDP growth of only 1.3% over the last twelve months, a figure insufficient to offset the country’s structural difficulties. While inflation is trending down, falling to 3.8% in March 2025, it remains a major concern, particularly for households that see their purchasing power still under pressure. The labour market presents a mixed picture: the unemployment rate stands at 6.9%, a slight improvement compared to the previous year. However, sectoral disparities remain pronounced. While the digital and energy transition sectors are actively hiring, other sectors such as industry and retail continue to suffer from a lack of dynamism. Moreover, job insecurity remains a key issue, particularly for young workers and freelancers, who must cope with increased flexibility in the labour market.

On the public finance front, the government is seeking to control a still high budget deficit, estimated at 4.2% of GDP. The state continues its investment policy in ecological transition and infrastructure, while maintaining increased vigilance over the management of public spending. Discussions around a potential tax increase to offset these deficits are sparking lively debate, particularly among entrepreneurs and the middle classes. At the international level, geopolitical uncertainties remain a factor of economic instability. The United States has just adopted new protectionist measures under the leadership of Donald Trump, who recently returned to the political scene. The US administration announced a significant increase in customs duties on certain imported products, particularly from Europe. This decision is fueling transatlantic trade tensions and could have an impact on French exports

Trade tensions between Europe and the United States, particularly in the luxury and technology sectors, as well as volatility in energy markets, are directly impacting the French economy. However, the recovery in tourism and a slight acceleration in foreign investment offer encouraging prospects for the coming months. In this context, businesses and retailers, including those in the boardsports sector, must deal with consumers who are more cautious about their spending, while adapting to constantly changing market conditions

End of winter, start of season: boardsports shops are getting back on track

The transition between winter and spring 2025 marks a pivotal period for boardsports stores: the gradual restart of activity before the peak season. This dynamic is mixed, as reflected in the testimonies collected in several regions.

In Saint-Pierre d’Oléron, Frédéric Groot, CEO of Cocoa Gliss and Co (Billabong Store Oléron), offers a clear-eyed initial assessment: “The winter was rather quiet,

with very few surf or accessory sales.” Revenue is down 7% compared to 2024, a direct consequence of lower footfall and a tense consumer climate. The shop has therefore decided to limit restocking this winter. “The economic climate has convinced us to slow down purchases.”

Further north, in Brittany, No Wax Surfshop in Erdeven is taking a more optimistic view. Owner Erwann Laflute has noted steady growth in revenue over the past four years. The surfshop is concentrating on a strategy focused on technical advice and specialisation, particularly with brands like Dakine, C-Skins, Stark, and Feather Fins. “Our customers come looking for technical equipment and advice. The shop’s reputation is well established,” he says. Sales of wetsuits, boards, and accessories (fins, leashes) are maintaining good momentum. Longboarding and summer rentals are also pillars of the business.

In Perros-Guirec, at Ponant Surfshop, Jill Deniel observes stable revenue with an increasing average basket. “Fewer customers, but they’re buying better thanks to a more upscale positioning.” The store’s offering is expanding with quality brands: Redwings, Portuguese Flannel, Rhythm, and even exclusives like Good On. The store is reinventing the customer experience by promoting products made in Europe and stories: “Customers want to be told something meaningful and valuable.”

Early season product trends confirm a duality: on the one hand, performance surfing remains a safe bet for regular surfers (particularly in Oléron); on the other, the rise in the range of clothing and lifestyle accessories helps attract consumers seeking authenticity. Ponant Surfshop’s strategy, which combines decorative clocks, designer beanies, and niche products, illustrates this trend well.

On the declining segments, opinions converge: skateboarding seems to be in decline (particularly at Cocoa Gliss), as do entry-level softboards, abandoned in favor of more technical models. Some historic brands are also experiencing a decline, for example, Vans, once considered essential, are struggling to maintain their appeal in the face of more specialised or local competition.

In a context of economic uncertainty, certain products maintain their status as mainstays for surf shops. This is the case for the neoprene wetsuit, which remains at the top of early-season sales. At No Wax Surfshop as well as at Ponant, technical ranges from brands like C-Skins, Madness, and Billabong continue to attract attention thanks to their comfort, durability, and technical features. High-end neoprene, particularly for men, remains a strategic product on which several stores are banking, especially in Brittany where the water temperature demands good equipment. Also worth noting is the growing interest in women’s models, which are more diversified and better cut, allowing them to better meet the expectations of an increasingly mixed and engaged audience.

Despite increased competition and the emergence of independent labels, some historic brands retain their aura. This is the case for Billabong, cited by several managers as a sure bet. In Saint-Pierre d’Oléron, at Cocoa Gliss and Co, the brand

represents an essential foundation of the clothing offering. At Ponant Surfshop, it continues to perform well through its “destination” collections and lines co-branded with the shop, bringing a touch of storytelling that appeals to customers. By combining a strong brand image, a renewed design, and a coherent distribution policy, Billabong manages to remain relevant in a demanding market. This success is inspiring other brands, seeking a model that balances brand awareness and local presence.

Faced with this situation, sourcing strategies are adapting: at Ponant, neoprene stocks remain high, particularly for men, while No Wax plans to concentrate its purchases in April and May. All of the professionals interviewed also noted changes in supplier logistics: brands are seeking to deliver earlier and earlier, which poses a problem for seasonal businesses that must manage their cash flow carefully.

On the consumer side, several managers note a return to basics: advice, sustainability, and consistency in offerings. “The store must remain a living space, a space for sharing,” asserts Jill Deniel. This vision is shared by Frédéric Groot, who emphasises relationships, after-sales service, and loyalty. Customers, more than ever, are seeking to be listened to and supported.

In short, this entry into the 2025 season reveals a market seeking balance: between economic prudence, a desire for innovation, and a need for authenticity. The most resilient surf shops are those that know how to assert their identity, adapt to the landscape, and offer more than just a product: an experience. The coming months, and the first major tourist arrivals of spring, will be decisive in confirming these trends and verifying the soundness of the choices made this winter by industry professionals

By Benoit Brecq