Mammut Technical Snow Backpacks 2024/25

Retail Buyers Guide: Technical Snow Backpacks 2024/25 Retail Buyer’s Guide
Brand: Mammut
Interviewee: Elias Wehrlin, Team Lead Packs & Bags

What are are the main customers’ demands when buying a technical snow pack?
Key considerations are weight, durability, organization, accessibility, safety features, and general convenience. Opt for a lightweight, durable pack with well-organized storage, easy access to gear, safety features, and additional practical features like adjustable straps / ski / snowboard carrying options and general gear compatibility.

What were your best sellers in 2023/24 and why?
We have two product families in our snow packs collection without airbag: the Nirvana and Aenergy ST (Ski-Touring) backpacks. Both collections got updated for W2425. Our best sellers in W2324 were our fully featured Nirvana packs in all four different sizes (18, 25, 30 and 35). They offer a great overall package of a snow packs with the durability and versatility including all the features people need on a good day out in the mountains freeriding or free-touring. But also our Aenergy ST sold well. In contrast to the Nirvana packs we offer a very technical, lightweight package with focus on accessibility on the go.

In which type of pack do you expect your biggest growth?
We expect the biggest growth in our all new Nirvana collection and have the feeling that we could make a big step forward with a younger and more modern look while including even more features like an optional back protection. With the current ski mountaineering / fast & light trend we are sure that our Aenergy ST packs will grow as well.

What are the technical highlights of your 2024/25 collection?
The new Nirvana collection: starting FW2425 we included the option of a back protector on all new packs. Furthermore, the backpacks now include a more durable and recycled material (both the Nirvana and Aenergy ST collection), better gear organization and maximum comfort while freeriding all day. Also, we offer both unisex and women’s fit versions with specifically shaped shoulder straps and hip belt and shorter back length.

What materials are you using in your 2024/25 collection? Any new ones?
Yes, both collections got new materials. The Nirvana now has a extremely robust and trusted 840D recycled nylon that we also use on our Neon collection (climbing packs) and the Aenergy ST a lightweight and robust 210D recycled nylon – the one we are using on our Trion mountaineering packs from SS24 on as well.

What color palettes, prints or patterns are you featuring in your 2024/25 collection?
Color choice always depends on personal preferences. For our new FW2425 Nirvana color palette we tried to include options for everyone. Black, marine and sapphire as very classic options, marsh and quartz dust as seasonal stories in more toned down colors and the classic mammut red for people who like very bright colors in the snow. For our more technical Aenergy ST packs we decided to go for more sporty colors and went for a white and red option.

Are you implementing sustainability in your products and production processes?
Yes, resourceful product creation is one of the main topics for MAMMUT product teams. The main focus is on reducing waste on our cutting patterns, making the products repairable and using recycled materials. Our complete W2425 snow packs collection include recycled fabrics.

What are your marketing stories for2024/25?
FW2425 for MAMMUT is all about snow, in particular safety & protection. New exciting avalanche safety products and an all new Stoney & Nirvana collectionshape the W2425 package.

How are you supporting retailers to sell this category?
We support retailers with trainings, marketing materials, merchandising aid, product knowledge sharing and responsive communication. This collaboration enhances product promotion and customer satisfaction.

What’s your situation regarding stock and deliveries?
We are in a challenging outdoor industry at the moment. But we are well on the way to reduce our stock and can currently offer a very good availability.

Please name and describe in about 60 words 3 key/hero/highlight items from your 2024/25collection.
For w2425 we are launching a completely revised snow pack collection. The Nirvana backpacks are packs with optional back protector and all important features for freeride and free-touring adventures come in a new, modern look and offer our best package for deep powder days. Our Nirvana Women packs do exactly the same, but with a fit specifically adapted to the female body. Our Aenergy ST packs support any fast and ambitious ski tour, whether a short tour before or after work or a long unforgettable glacier ski mountaineering tour.