RED EQUIPMENT SURF ROBES AND PONCHOS 2025 PREVIEW

Retail Buyers Guide: Surf Robes and Ponchos 2025 Retail Buyer’s Guide
Brand: RED EQUIPMENT
Interviewee: Charlie Green – Head of Marketing

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?
Over the last few years, we’ve been refining our range, evolving and improving based on valuable customer feedback and market demand. We offer a curated selection of change robes, focusing only on what people truly need and want. We don’t foresee the demand for changing robes slowing down; if anything, we see continued growth in this market. We’re excited to keep expanding our range with new industry-leading innovation while maintaining the high standards and innovation our customers expect.

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?
Yes, absolutely. Our robes are sold across a broad spectrum of retailers around the world. We’ve been selling robes (along with paddle boards and waterproof bags) online and instore with John Lewis in the UK for several years now as well as other Highstreet retailers including Ellis Brigham, Tiso among others. We also have a number of independent fashion and lifestyle retailers stocking our robes. Ultimately though a ‘fashion’ interpretation would not have the same longevity as a Red robe, they would never have the deep insight and passion we do as a committed outdoors brand to create a specialist garment like ours. Consumers value the enhanced functionality of our robes – we use years of experience and refining designs to create our robes, it is much more than a transient fashion item.

Recently, lighter and quicker drying options using micro-fiber cloth, rather than the thick terry Surf Poncho have gained traction, Do you offer both?
Yes, we have a very popular quick-dry microfibre robe. This is a great option for layering under a waterproof changing robe as well as perfect for travelling as it dries quickly and packs down small. We also introduced in 2024 a new lighter weight waterproof changing robe The Pursuit which is designed with athletes in mind.

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?
For 2025, we’re introducing a new slim cut option to our award-winning Evo Pro range. This offers a tailored alternative for those who love the long, waterproof, and warm design but don’t necessarily need to change under the robe. It’s a versatile option, suitable for both water activities and everyday use, and it provides a stylish understated look. We also launched the Pursuit robe in 2024 – a lightweight change jacket designed for those who need something more compact and breathable for the shoulder seasons. Its slim, athletic cut and breathable design make it perfect for those who want to stay dry and comfortable without the bulk.

What are the key materials in your Robe range?
Our Evo Pro robes feature a 15k/8k waterproof and breathable outer fabric, treated with PFC-free Durable Water Repellent (DWR) for added protection. We use YKK two-way zips with easy-to-hold pulls for practicality. Additionally, all of our robes are made from recycled fabric, aligning with our commitment to sustainability.

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?
We disagree! We are constantly looking to challenge the status quo and don’t believe you have to compromise on the look of your robe or its technical performance. The construction of our robes is a lot more sophisticated than your basic change robe, and that tailored approach enables us to create a silhouette that is a lot less bulky and more flattering. For 2025, we are continuing our strategy of offering classic timeless colour options with a couple of fun colours in the mix for those that want something a bit brighter! We have found that our customers are really quite discerning and want a robe that is flattering and something they can use throughout their day and week and it not be a novelty product. With the introduction of our Pursuit Robe in 2024 and our Evo Pro Slimline Parka this year, we’re bringing something new to the change robe offering, giving customers more options.

How are you helping retailers to sell more of your product?
We offer considerable support to all our retailers including training sessions online and in person, as well as extensive marketing campaigns to drive awareness and sales for our retailers. We’re strong believers in the power of in-store, and have also just appointed a new visual merchandiser to work with our retailers to create fantastic displays, bringing the Red brand to life and creating engaging experiences for shoppers.

Key Products:

Red Equipment Evo Pro Change Robe and Slimline Parka:
The Evo Pro, developed by our team of leading apparel experts, continues to be a best-seller, earning accolades such as being named the best overall change robe by Women’s Health. The waterproof and breathable fabric keeps users comfortable in all weather conditions, and the robe’s premium features and subtle branding make it perfect for post-swim errands or casual outings.

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Red Equipment – The Pursuit Robe:
Tailored for active lifestyles, the Pursuit robe offers a slimline, temperature-regulating alternative to bulky thermal robes. Rated 10k waterproof and 30k breathable, it transforms from jacket to robe with innovative stretch side panels and discreet zips, providing a generous changing area. The Pursuit Robe is the ideal lightweight, performance-driven option for active individuals.

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Red Equipment – Quick Dry Change Robes:
Our quick-dry microfiber changing robe, made from 200gsm suede microfiber, absorbs four times its weight in water while drying off in record time. Soft against the skin and lightweight, it provides both comfort and ease, making it an essential piece for those needing a fast, functional, and stylish way to dry off and change.

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