Hydroflask SS24 Great Outdoors Preview

Retail Buyers Guide: Great Outdoors SS24 Retail Buyer‘s Guide
Brand: Hydro Flask
Interviewee: N/A

What new trends can customers expect from bottles & flasks?
Stainless Steel Construction – We believe the consumer now fully understands the benefits of upgrading to a stainless-steel insulated water bottle which was not obvious a couple seasons ago. The growing product offering on the market helped pave the way for the market of insulated bottles and flasks. Sustainability – The continuously growing awareness of the fight against single-use plastic is another massive trend, consumer are now more aware and they pay attention to have reusable products, also durable. It doesn’t apply only to bottles but also to coffee and drinkware products as well as food containers. For that reason, Hydro Flask still see many new consumers buying their products as they want to contribute to this fight. Trendy colours and accessorizing – seasonal, trendy colours are always popular with consumers across seasons. It allows them to buy a colour that matches their style or personality and reinforce the emotional connection that they get with their bottle. Working on strong colours has been always key for the brand as this colour leadership is key, it’s part of their DNA. Hydro Flask also offer different colour Flex Boots allowing you to personalize your bottle further and to keep it even more durable with this extra notion of protection.

Sustainability is a major reason why customers purchase bottles & flasks, what practices are you bringing in to produce more sustainably?
Launched in 2009 as a reusable water bottle brand, environmental responsibility and sustainability is engrained into the brand. The water bottles, which are built with Hydro Flask’s proprietary TempShield ™ double wall vacuum insulation technology and made from a durable, 18/8 Pro-Grade stainless steel, have a lifetime warranty and are built to last. Our giving programme Parks for All was created in 2017 to help build, restore, maintain, and provide better access to parks – helping to ensure these special places receive the attention they deserve and remain intact for future generations. To date, Hydro Flask has given over $3.1 Million to nearly 204 non-profit organizations and donated over 79,440 bottles. In July 2020, we launched our #RefillForGood campaign, aimed at improving the world in which we live through eliminating wasteful single-use bottles and plastic containers and replacing them with reusable alternatives instead. Ultimately, it’s our hope that people everywhere can begin taking small, achievable steps toward a big impact for the planet in their daily lives.

What is new in your collection for next season?
● New Colours (Trillium, Cascade, Fir plus Quartz and Serpentine for the Lightweight Trail Series Range)
● Travel Tumblers in two sizes
● Insulated Shaker Bottle for all fitness enthusiasts or willing to prepare some smoothie & supplements drinks
● New accessory Boot for our Lightweight Trail Series Range
● An update of the design of the Kids range for the young audience with bright and fun colours

What new technologies / features are you bringing into your bottles & flasks collection? Which materials are you using?
We use stainless steel for all our bottles / flasks. We bring new accessories that enable more customization but also to keep the products even more durable.

What are the main marketing stories behind your new bottles & flasks for next season?
New colours for S24 – Hydro Flask is a colour leadership brand, carefully selecting strong new colours each season, getting inspired by Nature, and based on trends. It helps the consumer to find their perfect match. We’ll continue to work on a key story in S24 illustrating that! Sport Series, with the launch of the Sport Bottle in F23 and the Insulated Shaker in S24, the Sport Series is offering two strong new products for fitness enthusiasts, yoga, and bike lovers or for consumers looking for a bottle with a slightly different cap and easy flow. Travel Tumblers – Consumer is looking at different options to stay hydrated more throughout the day while refilling less, and the Travel Tumbler is made for this. A very comfortable, extremely durable ergonomic handle takes it to the next level. The press is straw lid is splash resistant for consumers on the move or commuting. Finally, the TempShield® double-wall insulation ensures cold stays cold, and the flexible straw is easy to clean. Some nice trendy colours for this product.

How are you segmenting your collection and what are the main price points in your collection?
Hydro Flask segments the collection by sizes (standard vs wide mouth and then volumes) and the use of products. In terms of prices, Hydro Flask sits at a medium/high range in terms of pricing. Best sellers’ prices are between £30 and £42 with accessories between £8 and £15.

Where do you see the future of bottles & flasks going next season? Are there any wishes from customers being implemented?
The consumers are always looking for products which can be part of their daily life, beyond the use in the outdoors or while practicing the favourite activity. In this context, design simplicity, design aesthetics as well as reliability (“Good Gear”) and ease of use are key features to answer this need. The consumers are also always looking at personalizing their bottle/flasks and other drinkware products, which has become a daily companion, to reflect their personality with various accessories & colours. We’ll also offer some solutions for this.

Key products for 2024

Hydro Flask’s very popular 21 oz (621 ml) bottle in the new colours. Keep your drinks icy cold for up to 24 hours (and hot for up to 12) thanks to TempShield vacuum insulation. The durable, dishwasher-safe powder colour coating is scratch resistant and adds traction if your hands are wet. The mouth size is wide enough to fill with ice cubes and easy enough to clean well. The stainless steel construction won’t retain or transfer flavours. If needed, the consumer can always easily switch the cap with the straw cap accessory for easy sips.

Travel Tumbler

Travel-Tumbler

New 32 oz Travel Tumbler – Consumer is looking at different options to stay hydrated more throughout the day while refilling less, and the Travel Tumbler is made for this. A very comfortable, extremely durable ergonomic handle takes it to the next level, and
the two sizes fit everywhere, including most cupholders. The press is straw lid is splash resistant for consumers on the move or commuting. Finally, the TempShield® double-wall insulation ensures cold stays cold, and the flexible straw is easy to clean.

Wide Mouth

Wide Mouth w Flex Cap

20 oz Wide Mouth Insulated Sport Bottle – The Wide Mouth Insulated Sport Bottle is a key product for 2024 with a launch in Fall 2023. The bottle is ready to go for quick drinks while you’re on the move. The innovative cap and valve design allows liquid to easily flow without the need for squeezing the bottle. The sporty bottle design fits most cup holders and bike bottle cages.