Aphex Snow Goggles 2024/25 Preview

Retail Buyers Guide: Snow Goggles 2024/25 Retail Buyer’s Guide
Brand: Aphex
Interviewee: Aphex Marketing

What are the main customers’ demands when buying snow goggles?
For APHEX our customers are looking us to hit all standards in terms of performance, lens clarity, durability and so on. However, we’re stepping up our game in providing a bio-based alternative for performance goggle frames – which I something we’re really proud of.
Another pillar for us is our excellent strap system and lens switching, which means you can fully customize your goggle setup quickly and easily no matter what the conditions or style you’re rocking.

What were your biggest sellers in 2023/24? Why?
The split between our goggle sales is pretty even actually, which is great – showing that we’re really hitting each market segment dead-on. This means retailers are ordering across the range, because they know they can get great sell-through. Since our straps work across all our models too, it’s pretty easy to keep stock levels manageable and also offer a semi-customizable offering in-shop.

OXIA

What type of snow goggles from your 2024/2025 collection do you expect to grow the most?
Our new Orion goggle is our new Toric Lens model. The shape is modern, and the performance feedback has been unreal so far. We’re sure this is going to hit the sweet spot for retailers looking for something new.

What are the technical highlights of your 2024/25 collection?
It’s not been easy finding a bio-based plastic that meets our performance standards, and isn’t off-the-charts in terms of costs. However, we’ve been looking deep into the material science and our frames are already showing that they’re better than ever AND are less impactful on Mother Earth.

What construction techniques and materials are you using in your 2024/25 goggle collection?
As mentioned, our bio-based frames are really killing it. Then there’s our unique strap system – which really allows us to stay flexible and offer great options to our shops and end consumers. Add to this our premium lenses, easy switching, 3 layer foam – the list goes on-and-on, we’re not resting on our laurels – we’re pushing the development every year.

STYX

Any standout collaborations?
We’re stepping into more muted, natural colours for our frames – reflecting our Bio-based plastic story – and also tieing into key outerwear and helmet colour trends. For straps we offer something to match no matter how wild or muted your outfit is! I personally love the collab strap that we’ve done for blackcats in Tignes. A proper core shop – those guys are rad!

Are you implementing sustainability in your products and production processes?
Absolutely, at every level. From switching up our travel to greener options, to looking into packaging, our bio-based plastics of course – every step of the way we’re looking to make improvements.

What are your marketing stories for 2024/25?
There’s no stories here, we just tell the truth! 😉 We’re building on our legacy of high quality full-featured technical sports equipment at a great price – layering this with our customization AND moving to more eco-friendly materials, it depends on who you talk with, as to what resonates more.

How are you helping retailers to sell this category?
Apart from offering a great price for a quality product, we’re able to supply POS displays, in store installations and other marketing support to our retailers to allow them all they need for easy sales!

What is your situation regarding stock and deliveries?
Our warehousing is slick and organized, based in Benelux.

VIRGO

Key/hero product for 2024/25 collection.

The all-new Orion – giving the advantages of clarity and field of view from a Toric lens, in a bio-based frame. Quick switching with a magnetic frame, and thousands of colour combos to choose from with our awesome strap system.