Amplifi Snow Protection 2024/25 Preview

Retail Buyers Guide: Snow Protection FW24/25 Retail Buyer’s Guide
Brand: Amplifi
Interviewee: Jens Hartmann

What are the main customers’ demands when buying snowboarding protection?
Function, wearing comfort and ease of use. E.g. MKX has a super low 10mm profile, with incredible shock absorption. It’s extremely flexible and reduces heat build up completely. Exactly what you need when doing active sports with a lot of movement

Do you target specific customers / rider types?
We offer a wide range from kids, junior, men, women, unisex and all different types of protection level, tailored to the range of use, age and sports

Which products sold best from your 2023/24 collection and why?
When it comes to price sensitive products it is the Reactor Series. You get all the bells and whistles of high end products in a unisex model with 9 different sizes plus junior. Less SKU’s in your shop, great margin, and a product with a longer life span that being said we carry this product to the next season.

What product type do you expect to grow the most?
We see good demand in all categories wether limb, hip or body armour

What are the design and material highlights of your 2024/25 collection? Innovations are mainly in the realm of materials technology and continuing to reduce the environmental impact of our product, whilst maintaining quality and craftsmanship. Using natural fibers including our own Miharo Those fibres have proven to be a leader amongst climate control fabrics with their unique characteristics of being a fast growing, renewable source, eco-friendly and a distinguished odor managing functionality

Are you implementing sustainability in your products and production processes?
On the production side – we know we’re not perfect, nobody is. However, every little bit counts, and it’s with this in mind that we managed to implement the Zero Waste Production process when injecting the MKX parts. Every offcut, every spare millimeter of material that would otherwise be thrown away – is carefully collected and upcycled into brand new products! Zero Waste Production is the future, and we’re happy it started here. As well we only use and reduce packing materials from recycled resources. If packing is need it shall be easy to recycle

How are you supporting retailers to sell this category?
In store POP explaining the functionality and benefits. All products come with silent salesmen showing all key features

What is your situation regarding stock and deliveries?
We have been perfectly on time as well we have stock to keep the supply chain up all season long, since a lot of the product is sold in more than one season we also see no huge close outs happening, keeping the price more stable.

Key products

MKX TOP

The MKX Top is the next generation of flexible, breathable, high performance back protection for ski & snowboard. Brand new shape and improved fit of the top in a unisex sizing makes the sell though even easier in 24/25. New 3D honeycomb mesh in the hip area for improved wearing climate and comfort, make the MKX Top one of the most comfortable protectors in the market. The unique design and HexFlex construction of the MKX Top makes this our lightest, most protective and breathable silicone protector ever – building on our years of experience, extensive testing and rider feedback with similar materials. The huge weight saving and super breathable cell design, combined with a super flexible four way flex ergonomic jacket give a true “second skin” feel – for longer, safer days when you’re pushing your limits.

We are moving the concept of protection from an “Exoskeleton” concept to a more form fitting “baselayer” or “second skin” concept, that is a true “Fit it and forget it” product. Movement is absolutely unrestricted when worn – and will truly allow progressive alpine sports enthusiasts to test their limits, and push their riding to the next level.

Jacket MKX

REACTOR WAISTCOAT

The Reactor Waistcoat rocks full back protection with a super-lightweight, vented EXOFLEX back protector for bombproof comfort. New 3D honeycomb mesh in the hip area for improved wearing climate and comfort, and a discreet hip-belt mean that whatever your body shape or riding position, it fits you like a boss. Additional new rib pads add provide additional protection.

The Reactor stands for maximum protection and comfort. The integrated EXOFLEX protector made of special PU foam is ultra-light, breathable, ergonomically shaped and acts as a shock absorber. The repeating triangle pattern design, makes it ultraflexible so that natural movements are possible and the protector acts like a second skin, to ensure an optimum in protection. The protector consists of viscoelastic foam and quickly returns to its original shape whenever it was exposed to an impact. In addition, it is multi-impact resistant, which means the protector won’t be destroyed in an impact, but retains its full functionality. An adapted and spontaneous damping behavior ensures that the protector adapts to the type of impact. Air is trapped in the cells of the foam. If only light impact is applied, the air is distributed steady and even and can escape slowly. The protector remains soft and absorbs the impact with no time-lag. If a fast, heavy impact is applied, it reacts immediately without delay, the air cannot be displaced, the cells strain-harden and the impact is firmly decelerated.

Reactor Waistcoat

REACTOR WAISTCOAT Jr.

The Reactor Waistcoat Jr. rocks full back protection with a super-lightweight, vented EXOFLEX back protector for bombproof comfort. Its strategically integrated, 4-way stretch panels and a discreet hip-belt mean that whatever your body shape or riding position, it fits you like a boss.. We protect your kids so they can ride safely and enjoy the spills and thrills! The Reactor stands for maximum protection and comfort. The integrated EXOFLEX protector made of special PU foam is ultra-light, breathable, ergonomically shaped and acts as a shock absorber. The repeating triangle pattern design, makes it ultraflexible so that natural movements are possible and the protector acts like a second skin, to ensure an optimum in protection. The protector consists of viscoelastic foam and quickly returns to its original shape whenever it was exposed to an impact. In addition, it is multi-impact resistant, which means the protector won’t be destroyed in an impact, but retains its full functionality. An adapted and spontaneous damping behaviour ensures that the protector adapts to the type of impact. Air is trapped in the cells of the foam. If only light impact is applied, the air is distributed steady and even and can escape slowly. The protector remains soft and absorbs the impact with no time-lag. If a fast, heavy impact is applied, it reacts immediately without delay, the air cannot be displaced, the cells strain-harden and the impact is firmly decelerated.

ReactorWaistcoat_Jr_front