Anon Snow Helmets 2024/25 Preview

Retail Buyers Guide: Snow Helmets FW24/25 Retail Buyer’s Guide
Brand: Anon
Interviewee: Benjamin Schwarz, Senior Brand Manager Europe

What are the main customers’ demands when buying a snowboarding helmet?
Customers are looking for helmets that are lightweight, comfortable, fit seamlessly with their goggles and above all, safe.

Do you target specific customers / rider types?
We have helmets with active ventilation like our Merak WaveCel that are tailored more towards resort/side/backcountry riding and we have helmets with passive ventilation like our Olso WaveCel and Windham WaveCel that have more of a skate style and are more tailored to freestyle riding.

What were your biggest sellers in 2023/24 and why?
Our WaveCel collection is quickly becoming our top selling styles in Europe. This is due to our exclusive use of WaveCel material, which is a three dimensional cellular material that is an evolution of on snow safety and backed by science. These helmets also look and fit great. We also sell a ton of our Raider helmet. It looks great and has a great pricepoint.

In which type of helmet do you expect the biggest growth?
We expect our WaveCel collection to continue to grow and become the bulk of our line. These helmets have a unique value proposition to the customer and these are the models we exclusively promote.

What are the design and material highlights of your 2024/25 collection?
WaveCel. This exlusive material works like a network of hundreds of interconnected shock absorbers connecting your head and the outer shell of the helmet. Upon impact, it works in three ways. First it flexes to help divert impact force away from the head, then in crumples to help absorbe impact energy and finally, the cells glide to distribute rotational force, redirecting energy away from your head. This is the next evolution in on-snow helmet safety and it is backed by science.

What colours and designs are you featuring in your 2024/25 collection? Any standout collaborations?
Our seasonal color pallet is designed to match with some of the top, technical outerwear brands in the industry along with seamlessly integrating with our goggles and magnetic facemasks.

Are you implementing sustainability in your products and production processes?

Do you offer accessories to your helmets?
All of our helmets are audio compatible.

What are your marketing stories for 2023/24?
“Find Yours” helping our customers find the perfect seamless kit; helmet, goggle and facemask from Anon and focusing on our WaveCel collection.

How are you supporting retailers to sell this category?
Next to customized individual clinics, we are linking up with the ENDVR app and will host a sell through activation to incentive floor staff for cash for every sold unit of WaveCel.. Our dealers will get a notification with details.

What is your situation regarding stock and deliveries?
We are in a really good position this year with a much earlier delivery than the past 3 years. We will reach 100% delivery by end of the month. Also hardly any aged materials out in the market with 60% or our line being carryover.

Key products

The Merak WaveCel is fully loaded with 19 ventilation channels, WaveCel protection, and premium comfort and fit features in a durable hybrid molded construction. WaveCel is a collapsible cellular structure that lines the inside of the helmet and can reduce impact and rotational force by flexing to reduce initial force, crumpling to lower impact velocity, and gliding to help redirect energy away from the head. It’s dual hybrid construction offers the ding-resistant durability of an endure-shell on top and a featherweight in-mold construction on the bottom. A 360° BOA® Fit System offers a, micro-adjustable fit with the turn of a dial, and the Fidlock® magnetic helmet strap buckle allows for easy one-hand operation.

Anon’s Logan WaveCel helmet pairs 3D cellular protection with an in-mold construction featuring a lightweight shell with an EPS and WaveCel liner designed in a sleek, low-profile style. WaveCel is a collapsible cellular structure that lines the inside of the helmet and can reduce impact and rotational force by flexing to reduce initial force, crumpling to lower impact velocity, and gliding to help redirect energy away from the head. Additional comfort and fit features include a 360° BOA® Fit System with a quick, micro-adjustable fit with the turn of a dial, and the Fidlock® magnetic helmet strap buckle allows for easy one-hand operation, even with gloves.

The Anon Oslo WaveCel Helmet pairs 3D cellular protection with an in-mold construction featuring a lightweight shell with an EPS and WaveCel liner designed in a sleek, low-profile style. WaveCel technology distributes impact energy to help reduce direct and rotational impact forces to the head. A 360° BOA® Fit System provides quick, on-the-fly fit adjustment with the turn of a dial, and the Fidlock® magnetic helmet strap buckle allows for easy one-hand operation, even with gloves. Two integrated vents keep air circulating for fog-free goggles and all-day comfort. The plush fleece liner and ear pads provide warmth and moisture-wicking for maximum comfort.

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