Sims Snowboards F/W 2026/27 Preview

Retail Buyers Guide: Snowboards F/W 2026/27 Retail Buyer’s Guide
Brand: SIMS
Interviewee: Cheyne Shoultz- Marketing Director

How would you describe the 2024/25 snowboard season in terms of market performance and consumer demand?
Overall, it’s been a steady but challenging season. The hardgoods market is still working through some leftover inventory and cautious retail buying, but there’s solid demand for brands that feel authentic and have a real story behind them. For Sims, our heritage and connection to snowboarding’s roots continue to resonate. Consumers are being more selective, but when they buy, they’re choosing gear that lasts and has meaning.

What major trends are shaping the snowboard market (pricing, consumer preferences, rider demographics, retail shifts)?
We’re seeing price sensitivity across the board, but also a growing appreciation for quality and sustainability. Directional and freeride shapes are hot again, and there’s a lot of crossover energy coming from skate and surf—people who want that same creative, expressive feeling on snow. The retail landscape is shifting too; shops are tightening up assortments and focusing on brands that support them year-round rather than flooding the floor.

From changing consumer behavior to tariffs and supply chain stress, what’s been the biggest challenge for your brand recently?
Honestly, navigating tariffs and fluctuating shipping costs has been tough. We’ve worked hard to keep our pricing consistent while still protecting quality and margins. It’s a tricky balance, but we’d rather absorb some of that pain than compromise what we stand for. At the same time, we’ve been adapting—leaning into smaller, tighter product runs and stronger retail partnerships to stay nimble. Despite everything, we feel really good about where the brand’s headed and the loyalty we’re seeing from riders who get what Sims represents.

BRAND FOCUS

What is your brand’s core mission or philosophy, and how does it influence snowboard design and development?
At Sims, everything starts with honoring our roots and pushing progression at the same time. Tom Sims built this brand on creativity, innovation, and a deep love for board culture—whether that’s snow, skate, or surf—and that’s still our compass today. We build boards that feel alive under your feet, that reward good style and flow. Every shape, material choice, and graphic direction comes back to that philosophy of functional performance and creative expression.

How has your brand’s role in the snowboard market evolved in recent years?
Over the last few years, we’ve really reestablished Sims as a rider-driven, heritage brand with modern relevance. We’re not trying to compete in every corner of the market—we’re focused on making boards and collections that speak to true snowboarders. That focus has helped us strengthen our relationships with specialty shops and re-engage a younger audience that appreciates the authenticity and history behind Sims.

Who is your target rider for the 26/27 season, and how has this profile changed compared to the past?
Our rider today spans a wider range than ever—from long-time core snowboarders who grew up with Sims to the new generation discovering the brand through skate and surf culture. The younger side of our audience is looking for a board that feels different, something with soul and story, not just a logo. That’s where Sims naturally connects. We’ve also seen more women and all-mountain riders getting into the line, especially with our directional shapes.

Which product ranges or categories do you expect to drive the most growth in 26/27?
We expect strong growth in our directional freeride and all-terrain boards—models like the NUB and ATV are resonating globally. Our limited-run collaborations and artist series are also performing really well, as riders look for products with personality and collectability.

SNOWBOARD SPECIFIC

What trends or developments in construction, shapes, and innovation are guiding your 26/27 snowboard range?
For 26/27, we’ve been refining what’s already working—clean, functional shapes with a focus on feel and flow. The trend we’re most excited about isn’t about radical reinvention, but precision. We’re dialing in flex patterns, sidecuts, and stance positioning to make every board ride exactly as intended. Directional freeride shapes continue to lead the charge, but we’re also putting more energy into versatile twin and all-terrain boards that let riders adapt to any condition.

What new materials or material innovations are you using — inserts, edges, cores, sidewalls, resin, glues, base material, top sheet, wax, or others?
We’ve been integrating lighter, stronger core blends that balance pop and dampening, using a mix of sustainably harvested woods and strategic carbon placement. On the eco side, we’re shifting toward bio-based resins and low-VOC glues without compromising performance. We’re also experimenting with upgraded sintered base materials for better durability and glide, and reinforcing key zones around inserts for a stronger, longer-lasting ride.

What design directions are you taking — graphics, patterns, collabs, or signature editions?
Design-wise, we’re leaning into simplicity with intent—graphics that feel timeless, with subtle nods to classic Sims heritage. You’ll see a mix of archival influence and new collaborations with artists who share our skate-snow DNA. The idea is to create boards that look as good on the wall as they feel on snow. Signature models and limited collabs continue to be a big part of our storytelling—giving each release its own personality and purpose.

Are you focusing on particular rider groups (freeride, freestyle, all-mountain, women’s-specific, youth, beginner) for 26/27?
We’re focused on the freeride and all-mountain categories, where we’ve seen the strongest demand. But we’re also growing our women’s line and youth segment with shapes that share the same construction quality and design intent as the core line. The goal is to give every rider—from first-timers to seasoned pros—a board that feels dialed, balanced, and genuinely fun to ride.

Key Products:

Macro Dose:
The Macro Dose delivers surf-inspired freeride performance with a modern twin feel. Its wider platform, setback stance, and responsive flex let riders charge powder lines or carve groomers with equal control. Designed for those who want one board that can do it all—with smooth power, float, and flow in any terrain.

VANILLA

ATV:
True to its name, the ATV is the go-anywhere, do-anything workhorse of the Sims line. A balanced directional twin shape with Carbon Stringer tech provides pop, stability, and precision. From park laps to side hits to deep days, the ATV’s all-terrain versatility keeps it a team favorite season after season.

ATV

Mystery Lunch:
The Mystery Lunch brings playful creativity to freeride. Its unique mid-wide outline and progressive taper blend float in powder with freestyle agility, making it a go-to for riders who like to draw their own lines. Designed with input from the Sims team, it’s equal parts unpredictable and addictively fun.

MYSTERY LUNCH