Tur Splitboarding 2024/25 Preview

Retail Buyers Guide: Splitboarding 2024/25 Retail Buyer’s Guide
Brand: Tur
Interviewee: Joel Telde, investment and finance . Jörgen Svedberg, production management.

How would you describe the current state of the snowboard market? What big developments, changes, challenges, and/or opportunities are you seeing and how is your brand navigating them?
We see an inspiring development in snowboards, especially in Sweden where the interest of snowboarding is increasing. This leads to an increase in demands in where developments increases as well. Together with this we expect that the tougher economic climate will decrease sales in the market as a whole and at the same time production prices are increasing. As a relatively new and small brand we are looking for growth but without loosing the brands DNA in keeping high quality and premium products. At the moment we are selling our products with low margins to keep the end price to consumer down as much as possible to be able to introduce our products to a wider audience.

Following overall price increase, any positive developments with regards to manufacturing, sourcing, or logistics and the changes you’ve made? Are there any examples you can share of how your business pivoted effectively? What developments are you seeing with regards to product pricing?
The good news here is that shipping has gone down in price and hopefully the increase in production prices won’t be as high next year. The forecasted dip in the economy should help to keep the increase in costs low.

Is e-commerce sales still strong since most brands have been put a lot of effort in physical retail?
We have dedicated significant resources to our e-commerce and are launching a new website this fall and together with other efforts we hope that we will increase our e-commerce. As a trend we expect e-commerce to increase over time. It seems inevitable. At the same time we find a great value in the retailers for many reasons and really want them to thrive so we try to make life as easy as possible for them from our part by being there partner.

After last winter and the lack of snow in Europe, what’s your overall sales and production/inventory strategy for 24/25?
Our focus is growth so that defines our strategy more. We need to have products in stock but we try to keep it down as much as possible. If our growth strategy is successful we will have increase our inventory even more.

Does your brand have any new developments concerning sustainability and/or how you are positioning any environmental messaging?
Our brand profile as Scandinavian and with splitboards and touring as an important part of it. This means sustainability is important to us. We try to implement it in every aspect of our business but we need to get further in our work to really start communicating this to our customers.

What are your top product marketing stories for next season?
“Approved by Scandinavia” “and Shaped with a purpose” is our core values. We design well considered, detailed premium snowboards that we want to ride our selves, every shape with a specific purpose and boardbag for a lifelong journey on the snow. This will always be the core of our marketing and communication. We have a great season a head of us and plans are in the making.

SPLITBOARD SPECIFIC

What about new board construction, innovation, or shape trends? Any big advancements in functionality? Skinning, transitions, etc, as well as riding? Any specific effort on ranges for 24/25? If yes, where and why?
We continue working with shapes that have big demands and great reviews, there for our split boards of Labb and Tica continues being our main shapes when it comes to splitboards. Made with a premium light wood core blended with a Polyamide Bio Beans topsheet for scratch resistance, carbon inlays for recovery and aluminum tip and tail protectors for durability. While the Karakoram ultra-clip 2.0 and tip-locks hold the board together perfectly. Added to that is the Scando Grip technology with 3-extra contact points on the edges for maximum edge-hold and superior bite on hard pack and icy conditions. Kohla skins is still our choice of skins. We are working with some of the best guides, shops and resorts to have a couple of nice split boarding events during the season. Both for beginners and more advanced boarders.

Are you using any new materials in your splitboard for 24/25? If so, what, and why? We’re interested in anything new in inserts / edges / cores / sidewalls / glue / resin/ wood types / base material, top sheet here.
We have a close dialog with our manufacturer about new materials and thoughts. We’ve had really good feedback for the Labb and The Tica from our users so we will continue working on those and giving the shapes small tweaks for an even better feel.

Any new design or pattern approaches in your 24/25 gear? Any collabs on the line?
We are planning for a new model based on one of our existing solid models and to complement the needs. We have updated all our artwork with the artist Ragnar Persson. Its a tight and well considered concept that looks amazing.

Key products

Labb Transparent:
Barren peaks, tight tree runs, deep powder, high speed terrain and big mountain runs. The Labb is the ultimate performance splitboard for the explorer seeking the highest barren peaks, deepest snow and long big turns followed by tight quick tree runs.

Labb_0001

The Tica:

Playful terrain off-piste, semi-deep powder, tricky tree runs, narrow jump turns and freestyle oriented lines. The Tica is the adventurous, high-performance all-mountain splitboard for playful exploring and freestyle riding in any terrain.

TICA-01