BIG WIG HURLEY EMEA COVID-19 BIZ STRATEGIES - RETAIL BUYER'S GUIDES SURFBOARDS, SUNGLASSES, Boardsport ...
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BIG WIG HURLEY EMEA
#101 JUNE 2020 €5
COVID-19 BIZ STRATEGIES
RETAIL BUYER’S GUIDES SURFBOARDS, SUNGL ASSES,
SUP, LONGBOARDS, IMPACT VESTS, KITES
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6 7
EDITORIAL which ultimately help you
do your job better, will be
diversity to be a flash in
the pan and while our plan CONTENT
SOURCE#101 behind a paywall. and learnings continue to
P.08 Contents
evolve, we can promise
This issue contains our P.36 Retail Buyer’s Guide: P.78 Market Insight:
our readership that in the P.10 News
usual Retail Buyer’s SUP 2020 Austrian + Italian
future we will do better at
Guides to help retailers showcasing our industry’s P.14 How COVID-19 Affected P.48 Retail Expertise: Blue P.80 Brand Profile:
see what’s trending in people of colour, the Euro Boardsport Industry Tomato CEO Adam Ellis Landyachtz
COVID-19’s effect on the summer 2020 categories, brands they work for and
but we also speak with P.18 Market Insight: German P.52 Retail Buyer’s Guide: P.75 Retail Buyer’s Guide:
boardsports industry has the art they do. We’ll also
been seismic and combining retailers, distributors and be encouraging brands P.20 Wasted Talent On COVID Sunglasses 2020 Impact Vests 2020
its economic devastation brands from across the and media to make the
continent to present a P.24 Market Insight: French P.63 Market Insight: Swiss P.82 Retail Buyer’s Guide:
with the rapid nature at boardsports world a more
detailed overview of how Kites 2020
which news unfolded, welcoming and accepting P.26 Retail Buyer’s Guide: P.64 Brand Profile:
our work at SOURCE the pandemic has disrupted community for people Surfboards 2020 Play Snowboards P.90 New Products
became pivotal. Working business and also do of colour. This doesn’t
in boardsports media our best to seek out any P.30 Market Insight: UK P.66 Retail Buyer’s Guide: P.92 Brand Profile:
mean just one campaign,
means ‘real’ journalism potential opportunities. or one front cover. This Longboards 2020 Sen No Sen
P.32 Big Wig Interview:
is a rarity, but a severe doesn’t mean just using Javier Carrera, Hurley P.72 Brand Profile: P.94 Opportunities
lack in communication For this issue we’ve made black models to represent
the decision to publish EMEA CEO Bark Paddleboards
running up and down the a brand’s new ‘urban’
business ladder meant we a digital-only version of
collection. This means
had to step in and speak the magazine because
systemic change; change
coronavirus has seen a
with retailers, brands and
downturn in business with
we’ve not even begun to TEAM
manufacturers to fill in the scrape the surface of and
brands reducing marketing
gaps. It’s been the most change we cannot be afraid Editor Harry German Editor Contributors Benoît Brecq, To Subscribe
spend until they have more
challenging time in my clarity going forward. As of. To believe boardsports Mitchell Thompson Natalia Maruniak Gordon Way, Fabien Grisel, boardsportsource.com
harry@boardsportsource. tala@boardsportsource.com Franz Holler, David Bianic, subs@boardsportsource.
nine years at the magazine, things become clearer, we are inclusive is untrue - the com Ruth Cutts, Dana Miskulnig, com
but it also delivered the look forward to resuming lack of people of colour French Editor Sydney Bohannan, Max Mul-
most rewarding output. our printed issue and in the line-up and on the Skate Editor Dirk Vogel Marie-Laure Ducos ler-Wende Publisher
dirk@boardsportsource.com ducos@boardsportsource. publisher@boardsport-
To continue delivering this returning to business as mountain proves we must com Advertising & Marketing source.com
high level of reporting, normal. do more. Only by creating a Snowboard Contributor Clive Ripley
we need to increase our more outwardly welcoming, Andrew Duthie Graphic Design clive@boardsportsource. Published by ESB
resources. We want to Our network at SOURCE inviting and diverse offering duthie@boardsportsource. Adrien Ballanger com 22 Friars Street, Sudbury
com ballanger@boardsport- Suffolk, CO10 2AA. UK
continue bringing you in- Magazine is our most can we expect to see a source.com Accounts Manager
depth reports and analysis valuable asset and in more diverse future for Senior Surf Contributor accounts@boardsport- Boardsport SOURCE
of trending topics and in response to the Black boardsports. Please get David Bianic Proofreaders Natalia Ma- source.com is published bi-monthly
order to do this we will david@boardsportsource. runiak, Marie-Laure Ducos, © ESB. All Rights Reserved
Lives Matter movement in touch with me to help com Sam Grant
be introducing an online we’ve been speaking with further the conversation.
boardsportsource.com
paid subscription platform. people on both sides of
Our daily news and brand the Atlantic; media, brands Always Sideways,
features will remain free to and retailers to explore Forever Listening No part of this publication may be reproduced or transmitted in any
form or by any means, or stored in any retrieval system of any nature
to reproduce extracts in other public works shall be made to the
publishers. Full acknowledgement of author, publisher and source
consume, but our unique ways that will allow us to without prior written permission, except for permitted fair dealing
under the Copyright Designs and Patents Act 1988. Application
must be given. The views expressed in this publication are not those
necessarily held by the Publisher. ISSN # 1478-4777
content (trend analysis, affect real change. We don’t Harry Mitchell Thompson for permission for use of copyright material including permission
reports and key interviews), want our commitment to Editor-in-Chief
On the cover On the cover Adidas UK skate/snow Key Account Manager,
Chris Chatt at Graystone Action Sports, Manchester. Photo by James North.
8 9
NEWS -
-
John Lacy Promoted To CEO Of Burton
global reach of WSL. Logan has served
as President of Media and Content for the
#101 Etnies X Trees For The Future After having worked in a huge variety of WSL for one year, formerly serving as
Reach 2 Million Trees Goal departments and roles at Burton since President of the Oprah Winfrey Network.
etnies X Trees for the Future have 1997, John Lacy has been promoted to -
reached their goal of planting 2 million CEO, with Donna Carpenter assuming HLC Distribution Partners With Plan B
trees by 2020 as a result of their ‘Buy a the position of Chair of the Board. HLC Distribution, the owners of the
Shoe, Plant a Tree’ project, launched in - largest skateboard factory in the EMEA
2011. The project is expanding for 2020 Patagonia Opens Second UK Store In area, has partnered with Plan B as their
and one tree will be donated to Trees for Bristol new producers and distributors across
the Future with every shoe purchase. Patagonia opened its second brand store Europe, Middle East and Africa.
- in the UK; the new Bristol shop aims to -
Surfdome Collabs With Patagonia combine retail with community events Reef Partners With Multiple
To Reduce Plastic Use and promotion. Distributors Across EMEA
‘Plastic Cutback’ is the new initiative - Across EMEA, Reef has newly partnered
- launched by Surfdome, in collaboration Manera Wetsuits Expands Into Surf: with multiple leading footwear
Thomas Delfino, Sage Kotsenburg with Patagonia, to try and find Adds Dion Agius & Brendon Gibbens To distributors. Brand President at Reef,
& Gabe Ferguson Join K2 Snowboarding alternatives for the poly bags used The Team Mike Jensen says that the partnerships
K2 Snowboarding welcomes French in manufacturing, transportation and Manera progresses to a multisport focus will aid business growth and promote
rider Thomas Delfino to their team along product-to-customer sales. A 3 month after years of primarily working in the deep consumer connections.
with youngster Gabe Ferguson, who’s trial is currently taking place. kitesurfing business. To support this -
been known on the competitive scene - new business direction, Manera will be Phillipe Gouzes Appointed Head
since he was just 14 years old, and Sage Boardriders Sells XCEL Wetsuits partnering with water sport athletes, Of Sales And Development At Awayco
Kotsenburg, US Olympic Snowboard Boardriders has sold Xcel wetsuits to starting with Brendon Gibbens and Dion Focusing on experiences, Awayco aims
Slopestyle gold medallist. Colorado-based ZG Collective, parent Agius. to reduce overproduction and waste,
- company to snowsports glove company - remove the stress of travelling with
Arbor Snowboards Enlists Eddie Wall Level. Boardriders CEO Dave Tanner Hurley EMEA Business Acquired As Sole oversized – and lots of – baggage and
Entity By Former Nike Employees cut down on household clutter. They
As Product Manager says the wetsuit brand constitutes less
Hurley EMEA has been acquired as a do so by ensuring the best equipment
Arbor’s snowboard division adds a than 1% of their global sales “so it just
sole entity by two former employees is available for renting anywhere.
new member to its management team, made sense to focus our efforts on
of Nike. David Meire previously served Recently, Awayco appointed industry vet
building upon the brand’s momentum growing our larger brands and finding
in GM & VP roles at Nike for 20+ years Phillippe Gouzes (formerly Rossignol,
heading into its 25th year in business, a great home for Xcel. We thank the
and Javier Carrera also served in GM & Burton, Nixon & Boardriders) as Head of
and beyond. entire Xcel team for their passion and
VP roles but at Quiksilver, Nike SB and Sales and Development to further grow
- dedication over the years and wish them
Hurley. Carrera was appointed CEO of Awayco’s business.
Absolute Snow Acquires Freeze Pro the best of luck in this next phase.”
Hurley EMEA effective immediately. -
Shop Assets -
- Typhoon International Ltd.
Managing Director, Matt Pyne-Gilbert Antti Autti Joins Jones Snowboards World Surf League Appoints Erik Logan Appoints New Operations Director
from Absolute Snow (The Boarding X-Games halfpipe gold medallist, As CEO James Saunders has been appointed at
Company Ltd), announced they will be Olympic finalist and filmmaker, Antti Erik Logan replaced Sophie Goldschmidt the new Operations Director at Typhoon
acquiring assets from Freeze Pro Shop Autti has joined Jones Snowboards. To as CEO of the World Surf League International Ltd. Saunders aims to
Ltd (Edinburgh), which recently went welcome him to the team, Jones talked organisation. Goldschmidt was progress the company in customer
into administration. TBCL will acquire to Antti to find out a bit about him and responsible for many changes at the service, efficiency and aid recovery after
Freeze’s intellectual property and stock what he’s up to. WSL, such as equal prize money for COVID-19 passes.
which is not subject to retention of title. males and females, and has improved the
10 11
- brand, today announced its partnership
GoPro Announces Accelerated Shift with European distributor Hectic Ltd.
To DTC & Staff Cuts (“Hectic”). Hectic will be responsible for
Due to the uncertainties in the financial the sales, marketing, and distribution
market caused by the COVID-19 of Pura Vida products for wholesale
pandemic, GoPro has announced the accounts throughout Europe.
need to cut its workforce by 20% as -
it accelerates its direct-to-consumer- Dewerstone Achieves Carbon
centric business. They also withdrew and Neutral Certified Status
reissued their Q1 results and removed Through rigorous calculations of
their predictions for the remaining carbon footprint in all aspects of their
quarters of 2020. business, efforts and plans to reduce
- this footprint and the purchase of carbon
Tony Hawk Joins Vans credits to offset emissions during
Two massive names from skateboarding 2019- dewerstone has achieved Carbon
past and present look to the future by Neutral Certified Status.
forming an official brand partnership. -
Tony Hawk has joined Vans as an Rainbow SAS Acquires Oxbow
official brand partner and global brand After having separated from Eider at the
ambassador.
end of 2019, Calida and its subsidiary
-
Lafuma have sold all company shares
Bollé Brands appointments
and the Oxbow brand to Rainbow SAS.
Bollé Brands™ (parent company
This newly formed entity is supported
to bollé, Spy, Cébé and more) has
appointed Damien Hars as Digital by a pool of private investors and led
Director and Alexandre Israel as Global by the Emmanuel Debruères and Jean-
Marketing Manager; both bringing years Christophe Chétail. Debruères will serve
of significant experience. On a national as President having previously worked
level, Bollé brings on Nicolas Berges as for Salomon, Rossignol and Billabong
the Sales Director for France. before managing the European branch
- of Dakine and then piloting Idealp
Wheels And Waves Confirmed Sport. Chétail is Managing Director
For September 2020 and has a background at Reebok and
Since the cancellation of the Wheels and Billabong before meeting Debruères at
Waves event in June, the team have been Dakine and then within the brands of
hard at work coming up with a special Idealp Sport.
version for the 9th edition. So far, the -
event has been announced for September Cool By The Pool New UK Sales
3-6, 2020 in Biarritz. The full event Agent For Sun Bum Sunscreen
program has yet to be revealed Pura In April, Sun Bum, a vegan and reef
Vida Now Available In Europe Through friendly sunscreen company, ventured
Hectic Pura Vida Bracelets (“Pura Vida”), across the pond and their core SPF line
the La Jolla, California-based digitally will be available for the summer in UK
native jewellery and lifestyle accessories surf shops through Cool By The Pool.
13
Nils Gebbers from 24/7 Distribution told the books and although the winter ended
us they sold out of three months’ worth of early, the snowboard industry can learn
H O W C OV I D -19 inventory in three weeks. “A lot of shops
think placing pre-booking on hardware
socioeconomic lessons from other industries
over summer. With communication
AFFECTED THE is unnecessary, but the current situation suffering during lockdown, we soon realised
shows it ain’t.” So, some lessons to be learnt the snowboard industry as a whole needed
EUROPEAN S K AT E
Boardsports’ one shining light throughout there in skateboard pre-books, but Nils has to know the full manufacturing picture
B O A R D S P O RTS the lockdown was without doubt the nothing but praise for his shops: “Small
shops organising pickup/delivery services,
and so we interviewed a number of key
snowboard manufacturers and published
skateboard hardgoods industry. People
I N D U ST RY were able to skate at home, roll round
Insta-shops while maintaining their support our snowboard manufacturing report,
B y S O U R C E E d i t o r, for skateboarding, literally overnight, was informing our readers that the production
the streets and with fantastic weather
Harry Mitchell Thompson. probably one of the most impressive things process had actually been largely unaffected
gracing large parts of Europe in April and
I’ve ever witnessed.” by coronavirus – the Chinese New Year
May we’ve heard fascinating stories of
holiday was 14 days over the worst hit time,
supply shortages. People have returned to
Very early on during lockdown our so actually only one week of office hours
skateboarding and with total newbies also Skateboard Editor, Dirk Vogel interviewed disruption - something previously unknown
2020 started with news of a flu- taking up the sport, skateboard completes OG Skateshop (Germany)’s Pav Lubomir to competing brands and to all retailers.
like virus causing worrying damage have continued the impressive growth that on the fantastic efforts he was going to to
in China; walking the halls of ISPO, they’ve been experiencing for over a year keep his customers engaged, active and The lockdown hit the European snowboard
now. The Olympic affect? Jörg Ludewig from skating. Pav was releasing regular updates industry at a crucial time in the ordering
COVID-19 definitely seemed like a German distributor Urban Supplies says
very distant problem. Needless to on his Youtube and Instagram channels, cycle, and so we invited the industry to
yes, sure it’s a contributing factor, but he reviewing products to create hype and participate in our snowboard industry Zoom
say, it very soon found itself in Europe also believes skateboarding booms through then selling products through his web shop conferences where we hosted 35+ brand
where at first it ravaged northern trending cycles and that currently we are and delivering via mail order. Skaters have and retailer representatives to talk openly
Italy before continuing its spread riding the crest of one of those cycles. on how we best move forward. We split
like wildfire across the whole of the Combine this with everyone off school, on the industry in half and hosted two x two-
furlough and skateboarding has soared Skaters have always been
continent and indeed the world. hour calls, which we reported on in detail
during lockdown. innovators and Pav set the mould on our website. In summary, snowboard
We’ll leave the political discussion for many other independent skate brands agreed on the whole that problems
“Small shops organising pickup/ shops to keep going about their for retailers resulting from the pandemic
of how and why the disease spread delivery services, Insta-shops were also their problems and that wherever
and was fought differently from one business during lockdown.
while maintaining their support possible they would be helping retailers on
country to the next and instead we’ll a case by case basis. Perhaps the hottest
for skateboarding, literally
focus on just how the pandemic topic debated was the carry-over model,
effected our European boardsports overnight, was probably one of the always been innovators and Pav set the something retailers welcomed eagerly,
industry. Our website readers will most impressive things I’ve ever mould for many other independent skate but many brands a) feared it takes away
have read our coverage of the witnessed.” Nils Gebbers, 24/7 shops to keep going about their business marketing freshness and b) say it’s simply
Distribution during lockdown. too early to decide whether they create
pandemic, which spanned myriad carry-over models until they see just how
topics to inform our readers at a time S N OW bad next winter is. Watch this space for
where lines of communication were Although the snowboard industry lost the more Zooms with the industry…
blocked due to rapid lockdowns, Circling back to the aforementioned supply last six weeks of its winter business, there’s
furloughs and overwhelming issue, while selling out of products is a strong sentiment that the lockdown could Snowboard shops normally use the final
great, an actual shortage of supply due to have definitely come at a worse time in the part of the winter season to sell current
uncertainty. Here’s a detailed delayed shipping from China and the US has cycle. Shops, brands and resorts were able winter stock at discounted prices to prepare
summary of our findings. presented distributors with a real challenge. to get December, January and February in their shop floor for next winter’s product.
14 15
Perhaps the hottest topic debated in their popularity since reopening. Absence strong feeling that the forced ‘staycation’
was the carry-over model, While it remains to be seen just how makes the heart grow fonder and those this summer means people are looking for
international travel will look like next year, businesses who stayed connected to their entertainment and equipment to practice
something retailers welcomed we can be sure there is going to be pent-up customers through transparent social nearer to home. Paddling was also allowed
eagerly, but many brands a) feared demand from people with furlough money messaging and capitalised by selling digital across many European markets during
it takes away marketing freshness burning a hole in their pocket next winter. gift vouchers to help their bottom line, are lockdown.
and b) say it’s simply too early to If they’re unable to fly abroad, we’ve also starting to see some green shoots since re-
decide whether they create carry- figured that no one in Europe is more than opening. Albeit with tentative steps due “It’s been interesting to note
12 hours drive to their closest mountain to social distancing and hygiene protocols,
over models until they see just range meaning localised shredding could we are hearing reports of good footfall that our sales across the EU are
how bad next winter is. present smaller domestic resorts (Poland, in stores. What with the rigmarole now pretty much directly aligned with
Bulgaria, Pyrenees, Scotland) with a connected with entering a shop (hand the countries that offered their
fantastic opportunity. sanitizer, distancing etc), those actually workforces the most financial
With this vital part of the winter missing, entering are meaningful traffic – people
it’s going to be very interesting to see how support on a personal level (read
S U RF are no longer just going for a browse, these
retailers merchandise new stock with old. Interestingly, during the last two financial customers are entering shops committed to Germany, UK, France) and where
An interesting notion conceived by The crises, European surfboard sales rocketed a purchase. As lockdown has eased across there was less support on offer to
Riders Lounge (UK distributor for Capita, with surfers out of work and lots of time on Europe, shops are seeing waves of action, as the self-employed, or on furlough
Union, Deeluxe, 686 and more) was to their hands. As has been well documented, Steve Daniel from UK distributor Daniel Surf schemes we saw sales dip (Spain,
encourage their clients to promote a pre- beaches across Europe were closed to says, “as our European partners emerged
order system with their consumers to allow surfers for the majority of lockdown, from lockdown our export sales picked
Portugal, Italy).” Alexei Obolensky,
both parties to better plan for the winter meaning surfboard sales were relatively flat up very quickly.” Steve concluded “surfers Wasted Talent
ahead. TRL were also among a number of in March, April and May, however at the are enthusiasts and are resourceful and
distributors who were proactive in reducing time of writing (June 18th) we are hearing surfing is a relatively low-ticket sport, so I CO N C LUS I O N
pre-order quantities with their clients early that surfboard sales are beginning to am confident of our business going forward. Coronavirus has hit the world like nothing
on to reflect the potential downturn and build positively. However, the apparel and The landscape will change, and there will else in our lifetimes, however we do believe
ensure retailers wouldn’t receive orders footwear business has been undeniably hit be losers, but the sport of surfing, like the that boardsports have faired reasonably
they’d be unable to sell. with retailers expected to take delivery of waves, will still be there.” well in comparison to many industries.
their Spring/Summer 2020 order without Those retailers and brands who took
With Austria closing down their borders a shop front to sell from, and even with Echoing our aforementioned point on advantage of their digital channels were
early and successfully adhering to a stringent shops now open, there are strict hygiene hot furlough money in pockets, Alexei the winners throughout the lockdown and
lockdown policy, the country was able to rules making the trying on of garments Obolensky from Wasted Talent in Hossegor with a summer of staycation in line, we
start opening things back up in a much quite prohibitive – anything tried on must strikes a direct correlation with sales to hope retailers can get to know their locals
broader and faster fashion than the rest of be left for three days to decontaminate, or countries whose governments looked after even better. We can be thankful that our
Europe. This spelt some much-needed good steam cleaned. Arguably the surf industry its citizens best: “It’s been interesting to sports are practiced outdoors and solo,
news for European snowboarding on May has been hit hardest out of all boardsports note that our sales across the EU are pretty meaning we’ve been back at our hobbies
29th, when Hintertux and Kaunertal were by COVID-19; only retailers with an efficient much directly aligned with the countries quicker than many. And with the delaying
able to reopen their glaciers. We spoke with web shop function were able to garner that offered their workforces the most of the Olympics by a year, it’s given surf and
representatives from both resorts, who any business at all in April, but those who financial support on a personal level (read skate brands another year to fine-tune their
told us of the hygiene and social distancing did operate online reported good sales in Germany, UK, France) and where there was strategies, so let’s ensure when the global
measures they had to implement with masks leisurewear and basics. less support on offer to the self-employed, spotlight is on next summer, we are ready
and limited numbers of riders in gondolas, or on furlough schemes we saw sales dip to receive the influx of participants and
but ultimately snowboarding benefits from The lockdown has no doubt increased (Spain, Portugal, Italy).” customers. And finally, let’s give thanks for
being, in essence, a self-distanced, solo Amazon’s share price. Those who had never the momentary respite we were able to give
sport and so its practitioners have been able shopped there before will now be converts, Having rung round SUP brands, we heard mother nature during lockdown and ensure
to enjoy its fruits before those in team and but with small, independent businesses that their warehouses were working we continue to push sustainability and
indoor sports. forced to close, we’re seeing a resurgence overtime to ship product and there’s a green topics to the forefront of our industry.
16 17
MARKET INSIGHT MARKET INSIGHT
GERMANY After a much too million in sales was unable to remain afloat and to grow our skateboard and graffiti department. Despite relatively low snow fall in the surrounding
warm and dry winter, post profits. Ultimately, only 62 employees out of Plus, phone sales proved a great tool to get mountains, Tobias Hammer at Riders Heaven
FRANCE snowboard retailers 192 will remain and eight of their stores will be
AUSTRIA orders. Customers can pick up their items directly in Sonthofen has no complaints about the
were already facing closed, with Cologne as the only location to stay here at the store.” The government also helped past winter. Sales were steady and saw a slight
SWISS
revenue drops of up open.
ITALY the boardsports retailer, and Marc was able to increase. “Things were actually rather great in the
UK to 20-30%. But then
the coronavirus spread On a positive note, the infection rate for Sars- receive €9,000 after a two-and-a-half week wait Allgäu until the shutdown. But then we were hit
dramatically in February, CoV-2 in Germany has dropped to 0.71 in early period. “Of course, it’s not enough to cover all hard, like everyone else! Financials are one thing;
infecting vast parts May, mostly thanks to social curbs across the operating costs in a prime retail location, but it’s the psychological impact is another story. We
of Northern Italy and shutting down Tyrolian country. Meanwhile, small and medium-sized better than nothing! The first two weeks since were really down and out, as we had no idea how
resorts early on March 15. Only three days later, retail locations with a store size below 800 square reopening have been encouraging. And April to survive this? After about a week, we decided
Germany also entered into shutdown. metres have been allowed to reopen since April turned out one of the best months of the year, to fight for it and worked harder than usual. We
20; maintaining social distancing and hygiene thanks to Easter business. It became apparent switched to working in shifts and from our home
The hardest-hit federal states were led by Bavaria, guidelines. that lots of customers came for skateboards and office to bring items online. We also launched
which in turn also enacted the strictest lockdown
longboards. Team sports are shut down at the remote shopping via social media and fulfilled
procedures. The proximity to Austria and close Marc Hausen at Boardjunkies store in
ties to holiday resorts in Italy were responsible for Braunschweig looks back on 2019 on a positive moment and they can’t go to the gym. So many deliveries within a 30-kilometre radius all by
the high infection rates in Bavaria. As of May 6, note: “Winter was much more successful than people are telling us that they’re getting back into ourselves. This was met with great support from
2020, Germany counted 170,000 people infected the year before. For us, the main reason is that skateboarding and need a new one. And we have our regional customers.”
with Covid-19 and 7000 fatalities. What’s more, we have only been selling at our new location never seen so many girls buying skateboards. I’ve
the virus has caused devastating damage to the for two years now. So it took some time to never experienced anything like it in the past 20 Delving deeper, Tobias said: “Customers bought
economy from the shutdown of public life. One in become established. But we were definitely able years!” lots of gift cards and ordered products via
three workers had to switch to short-time hours, to increase our sales and reported much better FaceTime, Instagram or our website chat. That
with more than 10.1 million applications filed results. At the same time, we also attribute this
The situation for board shops was especially was a real motivation to keep going and we really
since the start of the crisis. Despite short-time to slight changes in our inventory. For instance,
working, the number of unemployed spiked from we saw great results for Fred Perry, New Balance tough in Bavaria and Baden-Württemberg, since believe that together, we will make it through.
308,000 in the previous month to 2.6 million. and Rip’n Dip. Carhartt WIP is also extremely these regions were under six weeks of lockdown, We still have yet to receive government support.
Unemployment is now at 5.8% in Germany. important to us and continues to sell successfully. instead of four. What’s more, negative news from Although we filed our application on the first day
And due to the fact that the city of Braunschweig Italy and Austria hurt sales quite early on in the and repeatedly checked on the status. But we
In terms of consumer confidence, market has an indoor skate park, our hardgoods sales corona crisis. are super happy to be able to reopen. And the
research institute GFK predicted a drop on its remained constant throughout the winter.” customers are also amazing. Although the feeling
index to -23.4 points. That is 25.7 points less Bavarian retailer TX-Sports in Nuremberg also of wearing a mask and keeping a distance is still
than in April and a historic low (for perspective, Marc continued: “We saw the shutdown as an needed a plan: “For us, winter is becoming alienating, sales have been better than expected.
the index dropped to -5 points after the dotcom opportunity and increased our online shop. Plus,
increasingly insignificant,” said owner Sven Eckert. Product segments such as bike and skate are of
bubble burst in 2003). Consequently, Germany we saw great solidarity from our customers.
is bracing for an economic burden similar to Thanks to our newsletter, which reaches 12,000 “In December and January, we actually sold more course stronger than wakeboarding, for instance,
reunification. No surprise consumer confidence people in our region, we could drum up support skateboards than snowboards. Now due to the where we lack facilities. Overall, it's really
is down… and sell solidarity gift receipts. These receipts shutdown we missed out on two months worth positive!”
can be redeemed now that we’re back open, and of revenue! Plus, we have not been able to secure
On top of everything, it’s no secret that the participating customers receive 19% discount any government support. We had discontinued There you have it: skateboarding continues to
German sports equipment market has been in on their entire purchase. That was a great hit our online sales entirely on December 31, 2019. boom, stand up paddling continues to trend
somewhat of a crisis over the past years. The and consumers used it extensively. This led us to So pressed for a solution, we brought the shop for staycation customers and stores are getting
sale of major retailer SportScheck was just one invest more into our online store, which we had back online within three days and were able to creative while expanding their online business.
warning sign. After struggling to stay profitable, almost discontinued at that point. We received
generate about 10-15% of regular sales. After These are positive signs. Let's hope everybody
the company now belongs to Signa Retail, which lots of orders in our region, but also from further
already took over Karstadt Sport. Impacted even away.” the store reopened, things were off to a good makes it through this unpredictable period while
harder, Planet Sports had to file for bankruptcy start but after two days, stationary sales flatlined remaining healthy.
before the shutdown on February 20. The online Speaking on infrastructure, Marc said: “We have entirely again. Not a good omen, unfortunately!”
retailer with nine stationary locations and €75 expanded our sales floor upstairs and now want JOCHEN BAUER
18 19Our team has grown as well, we have Oliver Know your customer; it’s key to appeal
Dorn - formerly the Key Account Manager to different people and be inclusive. Yes
for Nixon - running our in-house sales, a we appeal to a younger, very surf savvy
full time Ecomm wiz Vincent, and our Store crowd and hopefully will continue to do
Manager, Marion. We take summer interns so. However, you also have to take into
and it’s been cool seeing lots of them grow consideration that maybe the buying
into full-time roles with us either on the power isn’t right there, or maybe if families
store or magazine side of the business come in you have to have product that
which again has its own crew. appeals to everyone without losing your
core identity. It can be a difficult balance
What have been the biggest lessons learnt to juggle sometimes. Since the guys at
since opening your retail space in 2016? WAXED opened their café in the store,
Be a destination; we’re in our second store we suddenly had a different demographic
now and have never had what would be coming in; families for brunch, mums
considered prime footfall positioning. To meeting for coffee, people that work in
that extent we always had to battle to the industry coming for work meetings. To
draw people to us. In our new space having that extent we had to widen our offering
the guys from WAXED downstairs doing to homewares, books and suchlike that we
WASTED TALENT the best coffee in town definitely helps, felt sat well with our identity.
SOORTS-HOSSEGOR, FRANCE however we’ve been pretty proactive
with events, especially working closely What are the best selling items in store
with the right brands and surfers to throw and online for you?
Situated in Soorts-Hossegor, Europe’s surfing capitol, Wasted Talent decent premieres and events in or outside It’s pretty split between the brands, we try
run a magazine, distribution company and retail space complete with the store. You definitely see some of the not to have too many brands per category
on-site coffee shop. For this issue’s retailer profile we’ve spoken same faces coming back and forming a that directly compete with each other.
with Co-Founder Alexei Obolensky for a gauge on how COVID-19 community who we now count ourselves TCSS, AFENDS, Octopus and EPØKHE sell
affected their business and he delivers some real pearls of wisdom lucky enough to see almost daily. really well for us, as well as certain bits or
on changing consumer habits and how a retail space in 2020 needs capsules from Globe & Volcom. There’s
to be so much more than product. By Harry Mitchell Thompson Part of being a destination is to have an always a few winning products like the
experience when you get there so we try to Octopus bags, certain EPØKHE styles and
Tell us how the Wasted Talent Boutique having a retail presence was always key incorporate little touches to ensure people our signature shoe with Globe which are
came to life. for us. From 2016 to 2019 we had a pretty remember their experience here. We’re always a battle to keep in stock.
small space which only really covered the lucky to travel a bit with other sides of the
Wasted Talent was conceived on a
business so we’re always poking our noses Let's talk COVID-19 - could you briefly
midsummer’s eve by myself and my overheads of having an office however it
into shops that we admire in cities across explain the effect it had on your biz
business partner Ben Boyd – he was gave us a great community around us and
the world to see how they compare. The including any surprised, opportunities
formerly a freelance designer and worked there was definitely moments where it high fashion world does an amazing job – arising and trends you’ve noticed.
for years at RipCurl designing – and still dips was more of a social place than a store. We you can really feel the value of spending At the beginning of COVID we saw our
a toe in the design world. I was formerly loved every moment though money there as you are really made to feel online sales pretty much flatline. We also
working in marketing roles at Insight and special – it’s a really memorable experience had to close our shop for two months
then Afends under the old distribution I guess we outgrew that space and now with no tills, much like Apple. Even the way which obviously wasn’t ideal. I think there
structure. I guess we were always fans of we are in a bigger premises, we have our some retailers handle payments and little was just so much uncertainty and initially
good brands and it pained us to see how office on a mezzanine upstairs, some things like presenting a receipt makes a no one was in the mood for buying online –
some of them were being managed so we warehousing / stock next door and WAXED huge impression. As my old boss once said I certainly wasn’t myself. As the monotony
started Wasted Talent, initially focused coffee downstairs also doing breakfast to me in a thick French accent ‘Retail is of the lockdown kicked in and it became
in distribution with a retail presence and lunch which certainly adds a different Detail.” apparent that there was a ‘new normal’
alongside. We do a few different things but dimension to the space.
20 21and that people would have support from and having their orders delivered on volume, at a discount of a more bespoke though we inherently are – I just feel it’s
the government, consumer buying came Tuesday morning which has been pretty experience – I emphasis the word short sighted. You have to look at the wider
back on the cards. It’s been interesting to exciting for us to angle more globally. It’s experience as you want people to be picture of where people are spending
note that our sales across the EU are pretty hard to be ‘pandemic proof’ though - the hyped to come in your store even if they money and how to be a part of it. If you
much directly aligned with the countries government enforces shop closures with a don’t buy anything. It has to be memorable spend too much on a Friday night, it’s
that offered their workforces the most pandemic and there’s not much else you through product selection, service - for lack unlikely you’ll go shopping on the Saturday.
financial support on a personal level (read can do apart from focus digitally. Just try of a better word, Vibe. I think the future of
Germany, UK, France) and where there was and adapt and move with the times as fast retail - stores full of product - are coming to With COVID, overnight you literally
less support on offer to the self-employed, as possible. an end. Customers want a more bespoke couldn’t spend money on travel, eating,
or on furlough schemes we saw sales dip service. Increasingly customers are voting drinking or socialising even if you really
(Spain, Portugal, Italy). During the 2008 GFC more surfboards were with their cash and supporting stores that wanted to. In theory there was only really
sold with people being unemployed... they have a relationship with, looking for shopping left – either online or if you were
We’re again open now physically with social have you noticed any such trend this time a good service, experience or trying out a able to be open, instore. I think just being
distancing in place with hand sanitizer round? specific brand to purchase at a later date. present and not intrusive, supporting your
and masks on offer, though we don’t We’ve noticed people investing more in Obviously, brands with their direct Ecomm customers through added value through
enforce that people wear them - it’s at our leisurewear. We saw surf-based sales go are a threat to that, however then I feel purchasing is the key to ensuring you can
discretion, we just want the customer to up as soon as the beaches began to open that to remain competitive it’s down to be up there as a monthly favourite location
feel comfortable. Having said that, if the – I’ve heard a lot of retailers and the guys the retailers to have built that relationship to buy from.
shop is full of people wearing masks, our at Pukas have been selling a lot of boards with their consumer to ensure they are
shop floor staff will as well. It’s all about recently which is really cool to hear. buying from them out of habit.
common courtesy. How would you want
to be treated in a store is forefront of our However, I think buying patterns this I can’t see a viable future based on a
minds in every engagement. time around are different, during the GFT, model of huge multi-brand stores where
unless you worked for Lehman Brothers, customers walk in and spend considerable
We’ve been really humbled by the number 2008 was a slow burner in consumerism amounts because they ‘like the brand’.
of local crew and French community who in comparison. In 2020 pretty much Customers are more savvy, either looking
have a tie with the South West stopping by overnight suddenly you couldn’t travel, for a deal during sale periods or online, or
as the lockdown has been gently restricted eat out, socialise – even leave your house most crucially they want to vote with their
and inside France freedom of movement for exercise – that’s a huge hit to anyone’s wallets of supporting independents and
is back to normal now. We were worried psyche – let alone their confidence to buy relationships with community-based stores
that with the borders still effectively closed the most superfluous things in the world or a premium buying experience with great
we would lose out on a lot of tourists such as surf wear. We never expected to service. I think the days of spending ‘rent’
who swing by when they are in town but see upbeat consumer buying habits during or a considerable amount of disposable
the domestic travel crew have been really the lockdown, if anything the opposite. income in a faceless multi-brand store are
supportive. I think people became conscious of how limited or just not where the smart money
much money they were spending on is spending it.
What measures are you taking to eating, drinking and shopping and became
pandemic-proof your business for the fixated with how much they could save. Any thoughts on revenge consumerism
future? Having said that, we’ve been happy on with furlough money burning holes in
Aside from working tirelessly day and the rebound in core markets with beaches pockets?
night on a vaccine? We’re just making now open and with borders following suit I Revenge consumerism. I like it. The way we
sure that we’re there for the community, think the summer could be a good one. have been thinking is that say you have a
both locally through free local drop-offs or dream consumer with a disposable income
click and collect and further afield through Any final thoughts on what the future of of €1k a month, split between weekends
working on getting the best shipping the retail landscape looks like? out, travel, eating, drinking, socialising
services we can. We’ve had customers in I think the retail market is being dragged and shopping. We never wanted to be
New York ordering on a Monday afternoon between two directions of either mass in competition with others shops, even
W A S T E D TA L E N T.C O M
22 23MARKET INSIGHT MARKET INSIGHT
lockdown tourism, which usually brings a lot of contrary, online businesses were very busy.
FRANCE At the time of writing, and possible layoffs. To name a few established
people to the coast of France, died out. At Natura At Swell Addiction in Brest, Mathieu tells us:
France is sadly in the aids: a solidarity fund with € 1,500 per month aid
Surf Shop in Léon, Sébastien Bou was directly "We had to brutally close our 3 physical stores
GERMANY top 5 most bereaved for entrepreneurs and self-employed workers,
AUSTRIA affected by this closure. He comments: “this but have kept our e-commerce team, who
countries in proportion direct tax rebates, flexible payment terms for
SWISS period is very important for us coastal surf shops. continued to function well over the period. The
to its population with invoices and tax deadlines and state-guaranteed The traditional Braderie at the start of the season
ITALY most complicated part was the management
around 360 dead per 1 cash loans up to 25% of the turnover of the allows us to boost cash by clearing out last year’s
UK
previous year. of transport times, but generally, customers on
million inhabitants. It stock and makes room for the new collections.
takes the 4th place after lockdown are in less of a rush, which helped to
With this sudden closure, we were forced to limit frustration with delays.” Mathieu confirms,
Belgium, Spain, Italy and But what is the situation for French retailers suspend deliveries of our pre-orders pending
stands right in front of the UK. Faced with such an in the face of this epidemic? Let’s first look at that hardware such as boards, leashes, pads,
reopening and sometimes even cancelled part of covers, sold well. The confinement undoubtedly
unprecedented situation, the French government the mountain stores. Every year, outdoor and them.”
implemented strict confinement measures from mountain stores, and particularly ski resorts, allowed customers the time to take stock of their
March 14. At first, the lockdown was planned to are extremely dependent on weather and snow inventory and order the necessary items to re-
A similar story happens at “Uncle Zaz” in Mimizan, equip.
take place for 15 days, then was extended by two conditions. The season in the Alps had been Alban Causse, who tells us: "without being able
additional weeks. Eventually, the government set pretty good as Michel Mignot from KIlly Sport to open, we had to postpone the receipt of our
May 11 as the planned date for the end of the (Val D'Isère) explains. Unfortunately, on March Similarly in Hawaii Surf in Paris where Ghislain
goods. Although, most of the suppliers played the confides to us: "The store had to close like
confinement, which rounded up to a total of 8 14 any activity was completely stopped overnight game and helped to alleviate the pain by offering
weeks at home, paralysing the French economy. with the closure of ski-resorts and hence the everything else in this emergency, but the
us new payment terms and return conditions. e-commerce part was maintained and we
local shops. “We, therefore, had to adapt and However, we remain optimistic and aim for a
As of March 14, all non-essential businesses had put almost all of our employees on partial really focused on putting our products online.
shift in sales with a very good late season in Consumption, in general, was slightly down over
been closed. Not only schools and universities, unemployment”. Michel estimates a loss of September/October."
but also cafes and restaurants, including all turnover between 35% to 40%. The two-month the first 2 weeks of confinement but resumed
public establishments had to close their doors. closure at the end of the winter did away with quickly from the beginning of April. The whole
At “The Farm” in Seignosse, Olivier Cuisseau
Only the stores with essential products, such the time of year usually responsible for clearing skateboarding, rollerblading and surfing part has
shares his vision: “We tried to take the advantage
as supermarkets and pharmacies, were able the shop floor of product before next season’s worked super well because people can practice
of the imposed closure period to be more active
to remain open. To stay open the shops had to arrivals. around their home and keep in touch with their
on social media and we were able to carry out a
implement a certain number of barriers and passion." Finally, Ghislain adds: "With the May 11
few orders and sales of technical equipment. We
safety measures. In the Pyrenees, the season and snow cover were were also able to focus on a big project of ours - announcement stating we could go back to the
not as good in the Alps. Laurent Descaves from the launch of our e-commerce website scheduled water, the surfing party began and we are really
From March 17 strict confinement measures No Limits store in Cauterets told us, "In general, for May 1.” Olivier expects that discounting by eager to return to the coast and the water."
were put in place; travel could be only authorised the Pyrenean range suffered from fairly low the major surf apparel brands will push stores to
if one was able to present an according snowfall this year, and the premature closure of focus even more on technology. Regarding the end of the lockdown on May 11,
certificate. However France, unlike some of its stations and shops on March 14 did not allow the government decided to reopen all businesses,
neighbours, had allowed a 1-hour daily individual us to take the advantage of the late season. We Cyril at Tamarindo in Ile d'Oleron also bets on except restaurants and cafes. Retailers now have
sport activity within a radius of 1km around normally close at the end of April and have paid hardware: "Our strategy has been to not delay a clear date and vision to revive their activity. All
person’s home. As regards to employees, if all of our suppliers by March 15. This month and the delivery of technical equipment and to keep stores are therefore able to re-open their doors,
working from home was impossible and the a half, which generally represents the end of burning on the embers of the market.” He has while still taking the specific safety measures. The
company was not operating in an essential season bonus for us, was simply lost this year also used social media a lot to highlight all his industry is confident that customers will come
industry, French employees could benefit from due to coronavirus." In addition, the summer deliveries and to trigger sales: "It is clear that back for equipment as soon as possible in order
partial unemployment subsidy. It allowed them collections were already received and paid for, we are far from the usual sales volume, but we to practice their favourite sports. At the time of
to work a minimum amount of hours and still unfortunately, with no opportunity of actually have sold surfboards and surf skates. We reached writing, there is no certainty about future terms.
receive 84% of their net salary. Notably, a lot of selling the products. With the cancellation of new customers across Europe as our logistics One thing is however certain, all gatherings of
parents have gained from having more time to all summer events, resorts fear the absence of service continued to function well throughout more than 5000 people are prohibited until
spend with their children at home and, though tourists in the mountains this summer. the confinement period." As at Natura in Léon, September, so most summer events are cancelled.
the opportunity to be involved in their child’s Cyril has immediately set up a "drive-by system in Although we should probably expect slow tourism
education was challenging, it was appreciated by For the surf shops and coastal stores, the sudden front of the store to enable easy pick up of goods this summer that will affect the brick and mortar
the majority. closure on March 14 put a break on the opening ordered by phone or on social networks." retailers, it is still very important to take care of
of the summer season. Indeed, the seasonal yourself and your loved ones.
In terms of economy, measures have been put in nautical activities generally start in France with Stores with a strong presence on the internet
place aimed at limiting corporate bankruptcies the Easter holidays, however, this year due to the did not have a sharp drop in sales at all. On the B E N O I T B R E C Q
24
24 25RETAIL BUYER’S GUIDE Surftech, this rise is not necessarily seen “the mid-length category will be cooking
retail buyer’s guide
retail buyer’s guide
as a threat: “While the market is flooded this year”, surely thanks to their Seaside
S U R F B OA R D S 2 0 20 with garage brands there seems to be & Beyond model, a modern long-fish
a very solid demand for good quality perfectly showcased in the videos by Rob
In response to the question asked by Stab magazine “has surfboard product,” assures Kerry Powell, Brand Machado on the usual networks. The boss
design plateaued?”, American surfer Dane Reynolds retorted: “Why Manager at distributor Jorcani Sports. at Firewire, Slater Designs & Tomo also
would surfboards need to be innovated?”, citing a parallel with Another surprising phenomenon is the sees it as a consequence of a population
skateboard design which has been the same for decades. Between appearance of “new, small to medium- of ageing surfers.
tradition and innovation, check out what the surfboards market has sized factories acquiring expensive
in store for us in 2020. By David Bianic. shaping machines aimed at large-scale “A much wider range of surfboards
production,” points out Johnny Cabianca is used here (compared to Australia
from Cabianca Surfboards. But beware; where 90% of the boards are
just remember the fate of One Kin whose
high-performance types)” Johnny
ambitious French manufacturing site
had to shut up shop just two years after Cabianca, Cabianca Surfboards
opening…
The performance hybrid shortboard
SHAPES hasn’t disappeared from the racks though
At the risk of sounding vague, remember and Bernardo at Holy Sport reminds
that the trend in design terms is that us that the Hypto Krypto from Hayden
there is no trend! The “ride anything” Shapes is still among their top 3 best
mantra is opening the door to every kind sellers. This type of shape revives the
of shape and this is especially the case in idea of the “one board quiver” according
Europe, states Johnny Cabianca: “A much to Alain Riou from Santocha, European
wider range of surfboards is used here distributor of Chilli, citing the Rare Bird
semente
(compared to Australia where 90% of the model, “our Swiss army knife, from one to
boards are high-performance types).” six foot”.
Some best sellers do stand out from the
In times of crisis - at least financial ones This unusual situation confirmed certain crowd nonetheless. The twin, retro or Others are refusing, in a certain sense, to
developments already noted by Bernardo modern, has become a must-have and submit to seasonal trends, continuing to
like in 2008- the boardsports equipment
Cioni at Holy Sport (Haydenshapes now takes the number one spot in sales at swear by high-performance shortboards
sector strangely tends to prosper. Less
custom by Surftech, Walden x Surftech, Hurricane Surf as confirmed by CEO Craig alone. But this is only partly true because
work, more free time and a flourishing Butcher. Their ultra-short format (5’-6’) the 2020 boards are hiding more generous
leisure market. This time, the economic Libtech, DHD…) and NSP who reported the
seems to have lost popularity and we specs behind the blade-like outline of a
paralysis brought on by COVID-19 this presence of a growing market in the south
are now seeing more longer fish, like the shred machine. Most notably, we think of
spring and the consequential lack of of Europe for reasonably priced “PU and
new one from Venon, the Spectre, “a fish the Flash Point and R2 from Chemistry:
freight meant that reverting to national- epoxy boards made locally, sometimes
with a lot of volume, available in 6’3” and the former goes for a rounder but still
level production was favourable. Have delivered to retailers in record time,”
6’6””, says Brand Manager, Benoît Brecq. sporty outline while the latter has a flatter
surfboards benefitted from this? While say Sander Blauw and Caren Forbes. At
rocker “but is not too flat for the steeper
many surf shops had drawn their curtains For Mark Price, CEO of Firewire, this is surf”, assures Commercial Director Willie
at the start of spring, the garage shapers “While the market is flooded with the continuation of a movement started Smith. It’s the same mindset for 2020’s
were ready and willing to start cutting garage brands there seems to be a several years ago: “The average surfer newcomer to Pyzel Surfboards, the
out their foams while they waited for very solid demand for good quality is adding more foam under his or her Pyzalien 2, halfway between the high-
their customers to be freed from the product” Kerry Powell, Surftech feet”, a trend reflected in the success of performance and “funformance” ranges.
confinement. their Seaside fish, and he predicts that Pro-models continue to drive sales in this
26 27You can also read
