K2 Bindings 2023/24 Preview

Retail Buyers Guide: Bindings 2023/24 Retail Buyer‘s Guide
Brand: K2
Interviewee: Sebi Schmitz, Marketing Coordinator

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 market is difficult right now prices are the toughest but also it´s important to take the right trends, for us Freeride is the most important segment and we try to become the best here but we also want to be a vibrant, young and freestyle appealing brand so we try to see the market as a cultural pool we want to be part of and make as many people happy as possible.

Everyone has been affected by raw materials and shipping price increases and transport issues. Have you had to make any significant changes with regard to manufacturing, sourcing, or logistics? Are there any examples you can share of how your business pivoted effectively? Any positive developments with regard to these issues and the changes you’ve made?

We already started to look out for different new raw materials in the last couple years and were restructuring our material supply, so we were in a change management anyway, but of course, the situation was difficult anyway. Luckily we have our own factory which helped us to plan on a long term basis. Therefore, we could cover some logistic struggles and it turned out our delivery this season was not perfect but better than expected at certain points.

After two years of heavy carryover in the industry and more of a return to normalcy last season, what’re your overall sales and production/inventory strategy for 23/24?

We will keep up producing fresh new products every season with some exceptions. Our R&D team is so productive that we want to bring out their mastermind´s outcome every season. This sounds bullish but we want to be the most innovative brand therefore we keep getting out new products every season.

Do you anticipate any shifts in the ratio of e-commerce sales vs. brick-and-mortar sales now that most Covid-19 restrictions are gone?

For now, this is hard to say, retailers had a really tough time and now run into the next difficult season so for now, it´s really hard to say.

Does your brand have any new developments concerning sustainability and/or how you are positioning any environmental messaging?

Yes, we have plenty of new developments here. Our goal is to reduce our emissions by 50% by 2030 and to be carbon neutral by 2050. We have lots of new materials in the line, especially our new bindings. The most important materials to name here are sugarcane and castor bean. These will make a big difference in the future.

Are you introducing any new innovations in buckles, straps, highbacks, bases baseplates, heelcups, etc.?

We will have completely new straps as:

UAL DENSITY ANKLE STRAP | K2’s new dual density ankle strap harnesses the strength and sustainability of the castor bean, and represents a huge step toward our over goal of carbon net-neutrality. All new and feature on the women’s Path and men’s Program binding.

SINGLE DENSITY ANKLE STRAP | K2’s new single density ankle strap harnesses the strength and sustainability of the castor bean, and represents a huge step toward our over goal of carbon net-neutrality. All new and feature on the women’s Albany and Network binding, and the men’s Edition and Bond binding.

DUAL DENSITY TOE STRAP | K2’s new dual density toe strap harnesses the strength and sustainability of the castor bean, and represents a huge step toward our over goal of carbon net-neutrality. All new and feature on the women’s Path and Albany binding, and the men’s Program and Edition binding.

SINGLE DENSITY TOE STRAP | K2’s new single density toe strap harnesses the strength and sustainability of the castor bean, and represents a huge step toward our over goal of carbon net-neutrality. All new and feature on the women’s Network binding, and the men’s Bond binding.

And also come up with new Highbacks:

FR1 HIGHBACK | K2’s new FR1 Highback harnesses the strength and sustainability of the castor bean, and represents a huge step toward our over goal of carbon net-neutrality. All new and feature on the women’s Path and men’s Program binding.

AM 1 HIGHBACK | K2’s new AM1 Highback harnesses the strength and sustainability of the castor bean, and represents a huge step toward our over goal of carbon net neutrality. All new and feature on the women’s Albany and men’s Edition binding.

TEAM HIGHBACK | K2’s new Team Highback harnesses the strength and sustainability of the castor bean, and represents a huge step toward our over goal of carbon net-neutrality.

Are you using any new materials in your bindings for 23/24? If so, what, and why?

We have lots of new materials in the line especially our new bindings. The most important materials to name here are sugarcane and castor bean. These will make a big difference in the future and on our way to becoming more sustainable.

Are any quick-entry bindings in your collection for 23/24? Do you see that as the future of snowboard bindings or just as a functional alternative?

We still focus on our Clicker X HB bindings and keep developing them, we see big potential in the market and will keep up tryong to convince people to take the convenient way 😉

Does any new design or pattern approach in your 23/24 gear? Are any collaborations on the line?

Our visual themes are viby, techy, poppy, we have street art influences, anything but stock, a mix of old/new school, a lot of skate and surf influences. We work again with artists like Stevie Shao, Peter Sutherland and more. Of course there will be other collabs too, but still confidential.

Pricewise, which area of the market do you cater to? What developments are you seeing with regard to product pricing?

Prices went up there is no question, we try to keep delivering for every market and therefor try to be innovative and on top of the market with our high end products but also want to deliver quality products for the most possible entry price to loop beginners into the snowboard world and stoke from the first turn.

What are your top product marketing stories for next season?

We will highlight our new bindings for Men and Women together with our Team.

Best Sellers/Hero/Key products

PROGRAM

Terrain: Powder, Groomers, Sidecountry, Resort Riding Style: All-Mountain Freeride

KEY FEATURES

Module Chassis, FR1 Highback, Ankle Strap, Toe Strap. ThisGrips™ Basepad, 3° Cant-ed Harshmellow™ Sugarcane EVA Footbed w/ Pods, MultiMount™ Ankle Strap Mount Points, Forward Lean Block

EDITION

Terrain: Park, Groomers, Side Hits, Resort Riding Style: All-Mountain Freestyle Ability Level: Intermediate to Expert

KEY FEATURES

Module Chassis, AM1 Highback, Ankle Strap, Toe Strap. ThisGrips™ Basepad, 3° Canted Harshmellow™ Sugarcane EVA Footbed w/ Pods, MultiMount™ Ankle Strap Mount Points, Forward Lean Block

BOND

Terrain: Park, Groomers, Side Hits, Resort Riding Style: All-Mountain Freestyle

KEY FEATURES

Module Chassis, Team Highback, Ankle Strap, Toe Strap. ThisGrips™ Basepad, 3° Canted Sugarcane EVA Footbed w/ Pods, MultiMount™ Ankle Strap Mount Points, Forward Lean Block