ANON SNOW HELMETS F/W 2025/26 PREVIEW

Retail Buyers Guide: Snow Helmets F/W 2025/26 Retail Buyer’s Guide
Brand: Anon
Interviewee: Benjamin Schwarz, Senior Brand Manager Europe

Which products sold best in the winter 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. Paricularly the Logan model is most popular by Snowboarders.

Are you feeling the impact of climate challenges (unpredictable conditions, snow at higher altitudes, more expensive costs) on your product demand and development?
Yes, we are experiencing the impact of climate challenges, particularly in the form of rising manufacturing and shipping costs. However, we have chosen to refrain from any price increases this season to support our consumers and retailers during these unpredictable times. On the consumer side, we see strong demand in our “entry” range (up to €150) year over year, demonstrating accessibility and value-driven purchases. Simultaneously, we are observing a spike in our premium range (above €250), highlighting the appeal of innovation and premium quality among discerning customer

What are the design and material highlights of your 2025/26 collection?
The 2025/26 helmet collection introduces thermoformed earpads across the WaveCel line, significantly enhancing fit and comfort. These innovative earpads are designed to elevate the consumer experience by offering a superior fit and improved auditory clarity, ensuring the best possible performance and comfort on the mountain.

What colours and designs are you featuring in your 2025/26 collection? Any standout collaborations?
For the 2025/26 collection, our color palette is versatile, offering something for everyone. It combines sophisticated and timeless tones with youthful brights that inject energy into the line. This thoughtful palette allows consumers to mix and match product colors, curating a personalized kit. Additionally, the collection features a variety of graphics, ranging from tonal subdued options to bold prints, ensuring standout pieces for every style preference.

Which product do you expect to grow the most in your 2025/2026 collection?
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.

How are you implementing sustainability in your products and production processes?
In addition to making products designed to last, we have eliminated all single-use plastic from our packaging, making it curbside recyclable. We are committed to creating innovative packaging solutions that uphold our brand’s values while promoting sustainability. The new packaging will also be designed for a cohesive and streamlined appearance across all product categories and predominately display color-specific imagery on the exterior labels for easier wayfinding. This approach will elevate the customer experience while also aligning with our company goals.

What are your marketing stories for 2025/26?
Our key theme for 2025/26 is “Backed by Science, Trusted by Experts.” We are building trust by positioning Anon helmets as the safest choice on the market, highlighting testimonials from athletes, industry leaders, and influencers who rely on our WaveCel technology. Alongside this, we’re launching an educational campaign to empower consumers with critical knowledge about helmet safety—addressing topics like replacement timelines, the difference between direct and indirect impacts, and their connection to concussions. This strategy focuses on driving consumer consideration and establishing Anon as the most trusted authority in helmet safety.

How are you supporting retailers to sell this category?
Next to customized individual clinics, we are again paetnering with the app ENDVR. To support retailers in selling this category, we are leveraging the ENDVR app to deliver tailored training and sell-through incentives aimed at floor staff and dealers.
Digital Clinics: We’ve launched fully digital learning modules through ENDVR, enabling all shop employees to train on the product at their own pace. Participants have the chance to win a complete Seamless Kit as a reward—creating excitement and engagement at the retail level.
WaveCel Sell-Through Activation: Starting November 1 and running through January 15, 2025, our sell-through campaign incentivizes sales with cash rewards:
€10 for every WaveCel Helmet sold.

- €20 for every Magna-Tech + Helmet combo sold.
- €30 for every Magna-Tech + WaveCel Helmet combo sold. Dealers will receive details, and a PDF with the program specifics is available for direct sharing with stores.

These initiatives underscore our commitment to supporting sell-through efforts and empowering retailers with tools to drive sales effectively. ENDVR continues to be a close partner in ensuring both training and incentive programs are impactful.

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.

The Merak WaveCel

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.

Anon’s Logan WaveCel

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.

The Anon Oslo WaveCel Helmet