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?
Over the past several seasons, snowboarding participation (as part of the greater outdoor sports culture) has experienced a nice lift. The challenge our industry faces now will be to keep all these new riders coming back each season to experience snowboarding. A lot of people got in (or got back in) during the pandemic and are now looking to upgrade their equipment from rental to personal ownership, or from beginner to more advanced product. As an industry leader we see this as a unique opportunity for us to introduce snowboarders to equipment that rides better, lasts longer, is environmentally nicer, and frankly, more fun! We’ve also realized more timely delivery to our dealers, globally, this season, which we expect will drive sell through. The challenge continues to be snowfall in any given region. It appears as if we’re already off to a good start to the season though, with early snowfall in North America and Europe. Let it storm!
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?
Roxy has remained committed to building more than just the brand, but a lifestyle and a community. We have competitive pricepoints in the snowboard and binding market that encourage more participation and accessibility to this community. We’ve addressed an industry demand for comfortable, quality, affordable product with the Lola, Viva, Rock-it Dash, as well as a packaged youth board and binding setup, the Poppy.
Is e-commerce sales still strong since most brands have been put a lot of effort in physical retail?
Although our own DTC sales isn’t a large % of our business we feel it’s important to offer the consumer that option if they can’t find a dealer nearby, or just want to have a direct relationship with our brands. Retailer Ecomm has steadily become a key component to their own business and we want to support that. Our dealer finder has been a powerful tool in helping drive consumers to our valued dealers and we’ve seen a marked increase from shops taking advantage of our P2P links from our site to theirs. That said, there’s really nothing like visiting a shop, talking with another snowboarder and getting that hands-on experience.
Past last winter and the lack of snow in Europe, what’s your overall sales and production/inventory strategy for 24/25?
We believe in the prebook model which allows us to plan accordingly. As for at-once, we take a conservative approach with still being able to fulfil the demand but also not to over-produce. We live by “sell out, don’t close out”
Are you introducing any new innovations in buckles, straps, highbacks, bases baseplates, heelcups, etc.?
The new Viva features a new cored dual band ankle strap for increased flexibility, comfort and control. This upgrade to the model adds to the cored toe strap, single vent side flex panel on the baseplate, EVA toe and heel pads to absorb shock and vibration and a uni body chassis with forgiving flex and movement. The Viva is a perfect pairing with the Dawn or Raina Snowboard and can easily be sold as a package.
Are you using any new materials in your bindings for 24/25?
No new materials for 24/25
Any quick entry bindings in your collection for 24/25?
The Roxy Rock-it-Dash is an easy entry/exit system binding so you can ride more and ratchet less. Comfort and convenience without sacrificing performance. This speed entry technology has a reclining highback which pops open the auto lever and ankle strap to create the room to slide your boot in. Then, step in, pull up the highback and with a single ankle strap slap you are ahead of the pack and riding. It’s easy, lightweight, and feels like a traditional binding with 2 straps and a medium flex.
Are you planning to focus on a special product range or type of customers?
Roxy bindings are focused on the all mountain consumer. For the soulful seekers and the outgoing adventurers, Roxy snowboards and bindings invite participation and exploration of the mountains, the community and the lifestyle we embrace.
What are your top product marketing stories for next season?Roxy product marketing stories are focused on the board and binding pairings. The binding collection merchandises well with the Roxy snowboards line as well as the outerwear. The Dawn or Raina snowboards and Viva bindings are complementary and in perfect harmony for the entry level or casual enthusiast rider. The Lola pairs well with the Breeze, Smoothie and XOXO / XOXO Pro for a more performance all mountain and freestyle setup.
The Roxy Lola binding is designed with adjustability, comfort, and performance features for precise control. A medium flexing binding, the Lola has a responsive dual ankle strap construction for lightweight support and comfort, full EVA padded baseplate for extra shock and vibration absorption, and an asymmetric padded highback with tool-less adjustability for intuitive support and control. The baseplate is a responsive dual vent design for reinforced support that works in harmony with all the Lola components.
Comfort and adjustability combine for a balanced ride. The Roxy Viva is the perfect pairing for any of our Roxy all mountain boards. The Viva features a medium-soft flex, a new cored dual band ankle strap, full EVA padded highback with Tool-less forward lean adjustability, and shock absorbant toe and heel pads. Lightweight components include a cored highback with EVA padding and a unique baseplate with open side panels for a more forgiving flex and easy movement.