E23-Sooruz-Shooting-collection-@robinaussenac (226)

Sooruz Surf Robes and Ponchos 2024 Preview

Retail Buyers Guide:  Surf Robes and Ponchos 2024 Retail Buyer’s Guide
Brand:  Sooruz
Interviewee: Marin Product Engineer

How was the market for Changing Robes and surf ponchos in 2023?
In 2023, the market for Changing Robes and surf ponchos still experienced growth. As more people are interested in outdoor activities and water sports, the demand for functional and stylish gear like surf ponchos is promising. The convenience and versatility of ponchos make them a useful and practical item for many different types of activities.

The element resistant Changing Robe is extremely popular, way beyond the boardsport community. Did you have to address new channels to reach the casual customer? Is it different for Surf Ponchos?
Our retailers are mostly surf shops located at the sea. They are different kinds of customers going in those shops, the core riders looking for performing and technical products like wetsuits who will also buy a poncho to change before going in the water. But in these shops you will also find some tourists that will buy trendy products to go on the beach.

Is the term “changing robe” still relevant as many (most ?) of the people use it as a jacket or an additional shell for tough weather?
While the “changing robe” remains relevant as it the first function of the product. Nevertheless, a larger population, (outside the watersport community) see it as a versatile layer suitable for various weather conditions and especially rainy or windy days.



What are the trends within the Surf Poncho category: core riders, kids, women, beachgoers, seasonality?
The trends within the Surf Poncho category are different depending on the consumer. Core riders are looking for performance features like quick-drying fabrics and absorbing materials. Kids tend to be interested in fun design and nice colors. Women will prefer stylish and functional ponchos.

Which price points are best selling for Surf Ponchos and Dry Robes? What are the entry level and high-end rates?
Our prices vary from 59.95€ to 79.95€. The material used and the manufacturing location will impact on the price. From our experience if the price of the poncho goes above 80€ it will be hard to sell unless there is a real technical feature.

What are the key materials in your line for both product categories?
We use two different kinds of fabric:

  • A mix with 80% polyester with 20%cotton: the polyester allows the poncho to dry fast, and the cotton give a good hand feel.
  • A 100% cotton that feel really comfortable and will absorb the water quickly.



Bonus specs for functionality are much appreciated: what do you offer in this regard?
It is important for us to provide innovative materials that are more absorbent and quick drying, and functionalities like pockets and stylish products.

Which are your key colors/prints/pattern of 2024?
We usually use the colors/prints/pattern used in our entire collection. For 2024, you’ll find some flashy color, stylish ponchos to satisfy all our customers.

How are you helping retailers to sell more of your product?
It is important for us to support our retailers to sell more of our products. We try to provide quality and appealing pictures to sell online and go see the shops and integrate merchandising to promote our products.



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