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UK Market Insight: Retailers Report Strong Uptick After France Re-Opening

Happy New Year.  Hopefully.

The last days of 2021 were marred by the inability of our winter sports enthusiasts to get out to the snow – particularly in France and whilst today (7th Jan) the French authorities have eased some of the travel restrictions it still does not apply to tourism. The next decision date is in a few days (history by the time you read this) and we’re all hoping against hope that business can return to ‘normal’. Or at least some sort of a ‘covid normal’.
By Gordon Way

I spoke to Olly Lambourne from Mountain Mavericks Holidays who have their base in Morzine – a British Ski resort in all but country!

“Apart from the missing Brits you would not know that there is anything amiss out here. It’s just life as normal. Yes, you do need to have a Pass Sanitaire to go on the slopes, but nobody is checking. The lift resorts will sell you a lift pass and simply advise you that you need the Pass Sanitaire but they’ll still take your money and you can still head up the hill. You are not going to bump into a Gendarme on the hill and they are the only people who can do anything about it.”

But what about travel – people cannot get to the resorts? “Once in Switzerland you can simply drive across the border with no checks at all.  So we do have some custom but you can just imagine how poor it is.”

And the attitude of the great British winter sports enthusiasts? “They are almost all simply carrying over their bookings – if/when they are allowed to travel they’re going to come in droves – and the rest of the season will be manic. But there lies other issues – transfers and staff. Lots of the transfer companies have let their vehicles go and seasonal staff have been sent home (or not come in the first place), suddenly everyone will want to ramp up and it will be a nightmare.”

As for the white stuff on the ground? “It’s there and we have 30cm forecast for this weekend – we just need the French Government to allow us to get properly open, and then we will overcome all those other issues … hopefully.”

I spoke to Ben from Big Dreams – I always have to remind readers that Ben is virtually unique (and I am not talking about his personality although he is a one off) – his business is pretty unique as he still does not offer product online and is purely a face-to-face bricks and mortar store. “Positive” – that’s his opening … Ben is one of the world’s optimist, but even so it’s a great start.  “Don’t’ get me wrong it’s been a $hit start to the season. When we opened in October it was brilliant, then we had to close for 20 days due to personal covid infections and self-isolating issues, then we re-opened and it was brilliant… then we got Boris’d and the French joined in and it’s been crap. But I am still positive.”

How so? “My customers are still 100% dedicated boarders. They’re determined to get out on the slopes. They’re not tempted by any other offers. Sunny Barbados and all that does not interest them. They want to get on the snow and come hell or highwater they are going to get there. Of course, they are more cautious, of course it is going to be harder and last minute – but by God they are going to go.”

So, whilst Ben’s overall business is not going to be great and he has had more than his fair share of knocks he is still, nevertheless, positive. The biggest downer for Ben was that he is not anticipating getting to the snow himself this year: “No – I’m gutted but I have to focus 100% on the business and my customers. Next year…”

It’s a similar story from Angelo at S2AS: “The winter season started really strong – we had pre-orders for kit and we were flying. When the first deliveries arrived, we shipped out the pre-orders, welcomed new people to the shop and started scrabbling around for stock. We were worried that we’d not have enough. The season was looking great”.

And then? “Bang. It stopped. Omicron and particularly the French putting a halt on things unnerved everyone. They stopped buying. It’s picking up again now and it is obvious that the enthusiasts are going – and avoiding France like the plague – ha!”

Angelo believes the biggest threat to the business is actually the supply chain and he may well be right. Order deadlines have been brought forward and are now earlier than ever, samples are later, people are having to sell from the catalogue, deliveries are later than ever – for some… not for all.  “I’m not attending any shows and I will do all my buying from here. I’m also going to be cautious as hell. Don’t get me wrong I think that the winter season will actually end well and I know there is a long term future for us but there is a need to be cautious and careful. The water sports market in particular looks like it is over cooking so whilst I’m still comfortable with what we’re doing I am going to approach 2022 with caution. It will not take much to go from an over cooked situation to a horrible discount situation.”

The Slide Trade Show (again history by the time you read this) is still going ahead as planned and as long as the Govt do not change the rules then we should, hopefully, see a bumper trade show.  This year Slide has teamed up with OTS (Outdoor Trade Show) so there is more appeal to attend. “We’ve had nobody pull out and indeed have some last minute bookings come in.” This is Mike Jardine from Rare Management who organise and run the show on behalf of the SIGB: “Pre-registrations were down a little last time I checked but these things are so fluid. I’ve not spoken to any retailers who are not coming and we have exhibitors who are booked back-to-back with appointments. We’re optimistic and especially with OTS joining us we really hope that numbers will increase.”

I never cease to be amazed by the resilience of the boardsports industry. Is it the same in other industries or do we have something special in our winter, water, concrete boarding wonderland?  Some real challenges lay ahead that we are all going to have to face together, yet amidst the difficulties, our industry stays positive and still moves forward regardless of what obstacles are put in the way. Is it a certain type of person, of boarder, that has gone through the learning curve – on boards as well as in the industry – that gives us eternal optimism and resilience? I do think there is something special about our industry, our people.  Special – that’s what we are. Special.