How would you describe the current state of the snowboard market? What big developments, changes, challenges, and/or opportunities are you seeing and how is your brand navigating them?
Many shops are coming off a particularly difficult summer season in the outdoor industry, with many still carrying an excess of unsold summer products. This, combined with the arrival of snowboard and winter orders, is putting a burden on some. Despite this, we have new improvements and innovations coming not only from us, but from all sections of the snowboard business, and we are certain that we can equip shops with the tools they need to help them through this challenging phase.
Following overall price increase, any positive developments with regards to manufacturing, sourcing, or logistics and the changes you’ve made? Are there any examples you can share of how your business pivoted effectively? What developments are you seeing with regards to product pricing?
We’ve implemented a new operations strategy and accelerated our entire schedule over the last year. This required placing orders sooner for our retailers, but it also allowed us to begin manufacturing far earlier than in the past. This has enabled us to be among the first brands in stores, which has raised our early sales, helped our overall sell through, and enhanced our brand reputation. Regarding pricing we are still noticing trends upwards due in part to inflation, exchange rate etc but this is something we are trying to keep to a minimum for the upcoming season.
Is e-commerce sales still strong since most brands have been put a lot of effort in physical retail?
Physical retail stores are the cornerstone of snowboarding; they take care of our community, create the culture and share the love of snowboarding. We want to be their closest and best partners. All our efforts go towards our partners, not our ecom.
After last winter and the lack of snow in Europe, what’s your overall sales and production/inventory strategy for 24/25?
We are optimistic about the 24/25 season; we will continue to operate our never out of stock strategy and are convinced that popularity on items like Supermatic will continue to generate interest in the brand and other products we have in the range. Remember we’re a +130 years old company, so our goal is the ultra long-term,we don’t take any extra inventory. It allows us to control our risk, our pricing and generate the demand for the next season.
What trends or developments are you seeing with regards to board construction, shapes, and general innovation? How is this shaping your 24/25 range?
We see the snowboard market growing in two distinct segments: all-mountain boards and freestyle-specific twin shapes. As the leading manufacturer of All Mountain Essentials, we naturally address the first segment right across the line, but we’ve also expanded our true twin collection to offer everything from easy-riding jib boards to the Sensor PRO –Mons Røisland’s weapon of choice.
Anything new concerning sustainability and related product or construction you would like to highlight?
We constantly fine-tune our construction process and the materials we use. Lately we’re proud to say that 100% of our suppliers have signed our Nidecker Code of Conduct & Environmental Policy; it’s a pretty exhaustive document that we hope will help to set the standard for our industry. We also continue to implement new energy-saving solutions and production optimization initiatives. And of course, we’re still 1% For The Planet – which means 1% of everything we sell goes straight to non-profits fighting climate change. Full transparency, no greenwashing.
Are you using any new materials in your hardware for 24/25? If so, what and why? We’re interested in anything new in inserts / edges / cores / sidewalls / glue / resin/ wood types / base material / top sheet / etc. here.
After many years of testing and tweaking in R&D, we’re completely satisfied with our current selection of materials. We’ve worked hard to simplify our whole supply chain and, at the same time, improve the product quality. The majority of our recent progress has been around improving our industrial processes – decreasing energy consumption and moving steadily towards a no-waste/no-rejected product policy.
Any new design or pattern approaches in your 24/25 gear? Any collabs on the line?
Our distros, dealers, media, consumers, ambassadors and team riders have all provided great feedback and helped dial in the new line. The all-new Sensor Pro is a collaboration with our latest team rider, Mons Røisland, while the development of the Sensor Team involved most of the crew. We also took inspiration from an iconic surf graphic for the updated Mellow, which was unanimously approved – you should have seen Mathieu Crepel’s face when he saw it for the first time!
Are you planning to focus on a special product range or type of customers? What’s your newest range?
The expanded Sensor Series is definitely our newest approach to all-terrain freestyle. This collection has its own personality within the wider Nidecker range, with distinct shapes, riding feel, graphics and branding. It’s bang on trend. And with three boards to choose from, the series isn’t just targeted at park rats; any rider who wants to get creative on kickers, side hits and natural features will fall in love with one of these true twins.
What is your top product marketing story for next season?
You’ll see a lot of the Sensor Pro in our communications and social posts because it’s our top-of-the-line true twin ridden by Nidecker’s newest team rider, Mons Røisland. Aside from that, we’ll definitely be shouting about the updated Mellow, which is the freshest unisex addition to our beloved Snow.Surf Quiver
Best Sellers/Hero/Key products
The Sensor Pro
Our most advanced true twin and Mons Røisland’s weapon of choice. It’s made from the best materials to provide the power and precise control you need to master any winning trick.
One of our best-selling models, has been redesigned. We kept the same construction and broad range of sizes that made this model such a success, but widened the shape slightly for a better match with young guys’ feet.
Joins our Snow.Surf Quiver and features a brand new shape inspired by Mat Crepel’s riding style. Its potential has been fully unleashed to offer a truly unique riding experience.