Jones Splitboarding 2024/25 Preview

Retail Buyers Guide: Splitboarding 2024/25 Retail Buyer’s Guide
Brand: JONES
Interviewee: Seth Lightcap – Two questions answered by Ruairi Collins, EU Marketing Manager Jones

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?
The snowboard market is contracting, but Jones continues to grow by focusing on offering some of the most responsibly made and high-performance gear on the market. We have created strong demand for our gear because riders know it’s designed to help them build their skills and push their limits while doing as little harm to the planet as possible.

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?
The biggest development in our manufacturing is the Fair Trade certification that our factory received at the end of summer. This means that that employment of all those who work in our Snowboard and Splitboard factory meets the strict standards that Fair Trade requires. We aim to reduce the prices of our products where possible without sacrificing their performance or the treatment of those who produce them. – Ruairi Collins

Is e-commerce sales still strong since most brands have been put a lot of effort in physical retail?
Our e-commerce business in all categories continues to grow, and especially in Europe where we just started selling direct in 2022. Physical retail is still very important to us, however, as we know our customers look to our dealers for expert product info specific to the local terrain and snow conditions.

After last winter and the lack of snow in Europe, what’s your overall sales and production/inventory strategy for 24/25?
Our strategy is to support dealers across Europe. We have carried several models over to help retailers with their own sales and inventory strategies. With the change in the splitboard market and the difficult winter in Europe we are dedicated to supporting and working together with all our partners. – Ruairi Collins, EU Marketing Manager

Does your brand have any new developments concerning sustainability and/or how you are positioning any environmental messaging?
Our commitment to producing the most responsibly made splitboards we possibly can, only grows stronger for 24/25. The big news for 24/25 is that all of our snowboards and splitboards will now be Fair Trade Certified. This certification assures that all the talented people that produce our boards are treated fairly and that we contribute to their well-being even beyond just their employment.

What are your top product marketing stories for next season?
Our top splitboard marketing stories for 24/25 will be the Ultralight Split Series which includes four lightweight but highly capable models geared toward expert riders, and the redesigned Storm Chaser Split that features a new shape and profile.

SPLITBOARD ACCESSOIRES

Skins, Poles, Crampons, anything new and outstanding in your proposal?
We are offering two new splitboard poles for 24/25 – Talon Axis and Talon Axis Pro. Both models feature a z-pole construction and break down small enough to fit in your pack. The Talon Axis Pro has carbon fiber pole sections and the Talon Axis has aluminum pole sections.

What are your three biggest European markets for splitboard accessories?
France, Austria, Switzerland

Pricewise, which area of the market do you cater to?
We are focused on offering innovative and high performance splits at the mid and premium price point.

What developments are you seeing with regards to product pricing?
There are a lot more price point splits on the market, but we continue to find success offering the most advanced and highest quality splits at premium price points.

Key products

Storm Chaser Split: The Storm Chaser Split is a powder hungry swallowtail designed by surf shaper Chris Christenson Chris completely redesigned the Storm Chaser’s shape and profile for 24/25 and it now features a longer swallowtail for more float and a surf camber profile for improved performance in mixed conditions.

The Storm Chaser Split

Hovercraft 2.0 Split: The Hovercraft 2.0 Split is a nimble and explosive all-terrain splitboard built with our most advanced 3D shape tech. Featuring a tapered directional shape, a long sidecut and 12mm of spoon bevel in the nose, it’s made for slashing pow, bombing chutes and slaloming trees.

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Women’s Stratos Split: The Women’s Stratos split is an all-conditions, all-terrain split made for ripping turns, slashing gullies and boosting airs in the backcountry. A tapered directional freeride shape matched with an energetic freestyle board feel make this split incredibly versatile and agile in pow or mixed conditions.

High-202324-Women-s-Stratos-Split