Gnu Snowboards 2024/25 Preview

Retail Buyers Guide: Snowboards FW24/25 Retail Buyer’s Guide
Brand: GNU
Interviewee: Barrett Christy Cummins

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?

Over the past several seasons, snowboarding participation (as part of the greater outdoor sports culture) has experienced a nice lift. The challenge our industry faces now will be to keep all these new riders coming back each season to shred. A lot of people got in (or got back in) during the pandemic and are now looking to upgrade their equipment from rental to personal ownership, or from beginner to more advanced product. As an industry leader we see this as a unique opportunity for us to introduce snowboarders to equipment that rides better, lasts longer, is environmentally nicer, and frankly, more fun!

We’ve also realized more timely delivery to our dealers, globally, this season, which we expect will drive sell through.

The challenge continues to be snowfall in any given region. It appears as if we’re already off to a good start to the season though, with early snowfall in North America and Europe. Let it storm!

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?

With respect to Mervin Made product we’ve achieved meaningful efficiencies in manufacturing, beating a decade-old record in monthly production this season, while at the same time improving our quality rates. Mervin Kraftspeople are really kicking ass! Our continued focus on “building to order” for our retailers while making space for Early Release and Limited Edition product has driven strong in-season business while driving higher margin and margin-dollars. We’re now holding prices and even introducing new models at key price-tiers that we think our dealers will sink their teeth in to.

Is e-commerce sales still strong since most brands have been put a lot of effort in physical retail?

Although our own DTC sales isn’t a large % of our business we feel it’s important to offer the consumer that option if they can’t find a dealer nearby, or just want to have a direct relationship with our brands. Retailer Ecomm has steadily become a key component to their own business and we want to support that. Our dealer finder has been a powerful tool in helping drive consumers to our valued dealers and we’ve seen a marked increase from shops taking advantage of our P2P links from our site to theirs. That said, there’s really nothing like visiting a shop, talking with another snowboarder and getting that hands-on experience.

Past last winter and the lack of snow in Europe, what’s your overall sales and production/inventory strategy for 24/25?

We believe in the prebook model which allows us to plan accordingly. As for at-once, we take a conservative approach with still being able to fulfil the demand but also not to over-produce. We live by “sell out, don’t close out”

SNOWBOARD SPECIFIC

What trends or developments are you seeing with regards to board construction, shapes, and general innovation? How is this shaping your 24/25 range?

With a diverse collection of snowboard models, Gnu caters to every level of rider, from those looking for creative and progressive experiences to those looking for pure fun. Our boards consistently push the boundaries of innovation in terms of contours, shapes, and materials.

We have expanded on new models that meet the growing demand for traditional camber snowboards, while still maintaining our innovative camber hybrid options. We’ve added 3D “Asym Chips” to the Riders Choice and RCC3 model. This construction method effectively distributes energy to your board’s edges, enhancing pop, power, and overall performance. Several of our top-selling freestyle models continue to feature Asymmetric technology for intuitive response and control.

Magne-Traction® remains a standout feature, providing exceptional edge grip even after a decade. As a result of this foundation and inspiration from Temple and Cannon Cummins, we have incorporated progressive mag technology for improved edge precision, a radial sidecut toward the nose for natural turn initiation, and grippy “teeth” to ensure grip and prevent slipping in the tail.

Anything new concerning sustainability and related product or construction you would like to highlight?

We have always hand built boards in a zero waste, eco-friendly facility here in WA State, USA… even before it was trending to have an eco-conscience. The Mervin factory operates on clean energy derived from hydroelectric dams and wind resources, at the base of Washington’s Olympic Mountains, near Canada. We use non-toxic materials, fast growing woods, water-based inks, low VOC resin systems, and we recycle our wood and plastic off-cuts. Excess wood is repurposed either as kindling or sawdust that is converted into fertile soil for farmers. We continue to source emerging earth friendly materials while improving our production processes. This is our business model for snow, ski, and surf. We are the largest US based board manufacturer (snow and surf) and we take our carbon footprint seriously. Not just because it’s trending but because our friends work here, our children are growing up in this community, and we want to protect our environment so we can continue to work/play/grow in this place without destroying it.

Are you using any new materials in your hardware 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 / etc. here.

Our mission has always been to build our boards with the most advanced eco friendly materials and processes. Our core construction uses FSC certified fast growing aspen and paulownia woods, and our premium G3 construction includes carbon power bands. We use a water based sublimation process which eliminates the need for any toxic lacquers. Jamie Anderson’s collection, our most premium women’s models, are made with castor bean based bio plastic topsheets Our Riders Choice and RCC3 models now have powerful 3D Asym chip power platforms for increased pop and power. The innovative Progressive Magne Traction tech that Temple and Cannon Cummins developed initially for the Banked Country is also on the Banked Country split, Barrett and Barrett split.

Any new design or pattern approaches in your 24/25 gear? Any collabs on the line?

With GNU, we’ve had the pleasure of collaborating with a wide range of artists and designers over the years. Our team riders have a lot of creative input into the line, with riders like Forest Bailey, Max Warbington, and Cannon Cummins creating the graphics for their own models. Naima Antolin, who has partnered with Hannah Eddy, has been shaping the GNU Velvet for three years and counting. Sarah King has partnered with Jamie Anderson to design her Ladies Choice, Pro Choice and Free Spirit for close to 15 years, and they are truly works of art.

Are you planning to focus on a special product range or type of customers? What’s your newest range?

We recognize and embrace that snowboarders come in all shapes, sizes, and skill levels, each with their unique style and preferences. Our commitment has always been to cater to the diverse world of snowboarding. We have something for everyone, whether you’re a pro or just starting out.

All Mountain and Freestyle are the core categories of our Gnu lineup. There is a wide range of freestyle twin boards available in multiple contours, in addition to all mountain boards designed for tackling big terrain. We set ourselves apart from the competition by crafting all of our boards with a freestyle spirit, making them versatile for all terrains.

Among the large variety of snowboard categories, we’re all about staying true to our passion. We’re creating snowboards that fit what you and our team riders crave. We want people to turn their mountain into their personal playground.

What is your top product marketing story for next season?

Our Money (men’s) and Gloss (women’s)are now being offered in a camber dominant C3 alternative with the C Money and Gloss C. These freestyle twin park boards are serious about freestyle flare, and now they honor the C2 hybrid and C3 camber preferring riders with the option to choose

The Banked Country is Temple and Cannon’s father/son ultra refined design, with innovative and progressive tech for freestyle minded all mountain power riding. There is nothing like it on the mountain, and nothing it can’t do.

C Money

A perfect cambered twin park preferring board that shreds the whole mountain. Featuring a poppy C3 cambered contour, sustainable fast growing wood core and eco sublimated graphics. All the shred bling without the crypto sting. The C- Money is pop you can buy and guaranteed to take your freestyle game to the next level.

Gloss C

The Gloss-C is a cambered twin freestyle board for serious park fun or all mountain freestyle action. It’s got a blunted twin shape, a friendly flex, and C3 camber contour specifically designed for snowboarding. The Gloss-C puts a shine on your moves, with Magne-Traction® for catch-free edge control. understated glam, effortless style, underpriced tech, and unreal snowboarding!

Banked Country

The ultimate resort shred stick for advanced rippers who would rip everyday regardless of the conditions. Designed by legendary Billy Goater Temple Cummins and his skateboard influenced son Cannon, this fantasy father son project is a refined high performance ATV with one eye on float, the other eye on fly and the third eye on more Baker Banked Slalom gold duct tape. A big floaty nose, a powerful responsive construction, directional camber set back 1.5”, mild taper angle, a switch friendly tail and directional progressive Magne-Traction®. Banked Country is what you want to ride and where you want to be.