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?
The snowboard market is evolving with both challenges and opportunities. As the only exclusive women’s action sports brand on the market, ROXY is uniquely positioned to tap into the growing female demographic in snowboarding. 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.Overall, the market is challenged to continue to grow while protecting the environment we live and play in. Roxy is focused on positively impacting the lives of women while acting and creating responsibly, celebrating the diverse and growing snowboard community, and protecting the places we love. Across all categories Roxy is committed to sustainable design choices and we are proud to bring snowboards to the market built with environmentally friendly processes and materials like green production machinery, non-toxic printing and sublimation with water-based inks, and recycled content. We put our hearts into sustainability and inclusivity.
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 community. We have a competitive range in the snowboard market that encourages more participation and accessibility to this community. We’ve addressed an industry demand for the brand across more price points, with models like the Dawn, Raina, and Breeze experiencing significant growth. We’ve aligned with production partners that prioritize environmental board building practices to provide a collection that is as friendly to the earth as it is to ride.
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, flexing a board, talking with a fellow shredder 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”
What trends or developments are you seeing with regards to board construction, shapes, and general innovation? How is this shaping your 24/25 range?
The market for Roxy is a diverse range of female participants. Fans of the brand, outdoor adventurers, cultural leaders, competitive pros, and casual enthusiasts, and our line addresses the needs of these consumers across the youth and adult market. Trends in women’s product are similar to that of the market as a whole, with an increased awareness of camber hybrids and consideration of environmentally friendly product.
Anything new concerning sustainability and related product or construction you would like to highlight?
This a major focus of Roxy across all categories. The manufacturing partners for our Roxy snowboards are focused on sustainable building practices, materials, and construction. The premium board in the Roxy line is the XOXO Pro, designed to meet the needs of Olympic medalist, and one of the most progressive pipe riders on the planet, Chloe Kim. It is made in the USA at Mervin Mfg. with zero hazardous waste, eco materials, eco processes, with wind and water power in WA state.
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.
The XOXO Pro is elevated in performance and construction with the addition of carbon fiber power strips to add pop and stability to the C3 camber dominant contour. This board is built in the USA with water based inks, low VOC resin systems, bio solvents, and a FSC renewable eco wood core.
Any new design or pattern approaches in your 24/25 gear? Any collabs on the line?
The whole Roxy snowboard collection is built in collaboration with Mervin Mfg, home of Gnu and Lib Tech snowboards. The partnership is a successful collab bringing together the on-trend women’s focused design ethos of Roxy and the innovative, progressive design know-how of Mervin Mfg. The XOXO Pro, as the pinnacle board in the Roxy line, is designed in collaboration with Chloe Kim and it features graphics that reflect the styling of her full Roxy apparel collection.
Are you planning to focus on a special product range or type of customers? What’s your newest range?
Roxy snowboards range spans the full spectrum. We are inspired by and focused on the mountain and wave lifestyle and the communities that surround them. All mountain boards that encourage participation and accessibility to this lifestyle and community continues to be our focus.
What is your top product marketing story for next season?
The premium product story for Roxy snowboards is the XOXO series. The XOXO Pro is a twin C3, camber dominant all mountain freestyle board that can step up to the superpipe as easily as it can play on the whole mountain. The graphics are a design collab with Roxy’s Chloe Kim collection and it features a fast knife-cut sintered base, carbon power strips, Magne-Traction, and a snappy flex.
The XOXO is a twin C2 camber hybrid board with Magne-traction, a sintered base, and a softer flex for friendly freestyle fantasies at any progression level. It features a fun floral graphic that brightens up any kit and thrives in the snow. The XOXO has a long Roxy Snow history as one of the favorite boards of Roxy girls everywhere.
Best Sellers/Hero/Key products
2x Olympic gold medalist Chloe Kim takes style and performance to new heights. The XOXO Pro is Chloe Kim’s choice for progressive freestyle fun. It has a new high-performance construction with our responsive C3 camber dominant contour, a knife-cut sintered base, and carbon power strips for a snappy flex with pop and stability. Magne-Traction provides precision edge control for power moves in any chosen playground. Chloe Kim might be the world’s best in the Superpipe, but the XOXO Pro is a Roxy team favorite in any freestyle setting.
The Smoothie is an award winning all mountain board built for flow and float. It blends a directional C2 hybrid contour with a wider nose for float, and a fine tuned flex pattern for pop and control. Controlled turns, powder slashes, big mountain lines, or resort flow lines, the Smoothie offers stability and reliability in smooth or challenging conditions.
Make Waves. Move Mountains and make memories on the Smoothie.
The Roxy Dawn is a Mervin Designed board with a friendly soft flex, twin geometry, and Magne-Traction for predictable control. The Easy Rise contour is flat between the feet with a mellow rocker to the nose and tail for catch-free progression at any level. Perfect for beginners, enthusiasts and anyone who wants to enjoy the magic of the mountains with a board that is as inviting as it is exciting. The Dawn is forgiving and playful, with the right technology for comfortable progression. Pair it with the Roxy Viva bindings or the Rock-it Dash for a comfy package!