RECCO Snow Safety 2024/25 Preview

Retail Buyers Guide:  Snow Safety FW24/25 Retail Buyer’s Guide
Brand:  Recco
Interviewee: Julia Granhed, Head of Marketing

What are the key trends in the snow safety market?
Education is still important. We see a pattern that more and more of our network of brands take an educational approach on their marketing, informing more extensively about safety towards their customers. The Arc’teryx Backcountry Academy take place in Whistler once again in February 2024. An opportunity for skiers and snowboarders to learn more about technique, equipment and safety from athletes and guides.

How are you segmenting your snow safety products? In which segment do you expect your biggest growth?
Ski touring grew a lot during the pandemic and has continued to grow. Especially considering the situation in the world, ski touring is a discipline of skiing that can be practiced without a ski pass membership.

What are the technical highlights of your other avalanche equipment (shovel, probe, transceiver) for 2023/24?
Ortovox has integrated RECCO reflectors into their transceivers for years. On the Direct Voice, the reflector is mounted on the harness.

Do you offer any other snow safety products besides the traditional avalanche ones?



What are your marketing stories for 2023/24?
Lighter and more flexible reflectors that are possible to integrate into packable and lighter garments. Everyone has an extra puffy jacket in their backpack year round, this one can also be searchable.

How are you helping retailers to sell this category?
Our e-learning course “RECCO Academy”, a short and simple 15 minute course, to educate retailers on how to include safety in to conversation with the customer.

What’s your situation regarding stock and deliveries?
As an ingredient brand, we follow the trend of the industry. We definitely see a decline in parts of the industry, but snow (especially touring) is growing despite tough times in the world.

RECCO will continue to grow its RECCO SAR network, adding more countries and locations, to make people in the outdoors searchable to rescuers year-round.

Working on drone projects and having first prototypes in the testing right now we are planning to have rescue drones with RECCO technology operational in the future.

We also continue our direct-to-consumer product category with a helmet reflector, a backpack reflector and RECCO belt. Those products should not replace the integrated reflectors within gear, however should provide an opportunity for people to become searchable. We are working with more and more brands on summer products, but this process takes time. That’s why we have these products available to give customers the chance to be searchable all year round in areas where we have a RECCO SAR in place.


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