Nidecker Snowboard Boots 2024/25 Preview

Retail Buyers Guide: Snowboard Boots 2024/25 Retail Buyers Guide
Brand: Nidecker
Interviewee: Julien LEFRANCOIS – Product Manager for product stuff. Sales stuff: Cedric Nidecker, CSO.

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?
Many shops are coming off a particularly difficult summer season in the outdoor industry, with many still carrying an excess of unsold summer products. This, combined with the arrival of snowboard and winter orders, is putting a burden on some. Despite this, we have new improvements and innovations coming not only from us, but from all sections of the snowboard business, and we are certain that we can equip shops with the tools they need to help them through this challenging phase.

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?
We’ve implemented a new operations strategy and accelerated our entire schedule over the last year. This required placing orders sooner for our retailers, but it also allowed us to begin manufacturing far earlier than in the past. This has enabled us to be among the first brands in stores, which has raised our early sales, helped our overall sell through, and enhanced our brand reputation. Regarding pricing we are still noticing trends upwards due in part to inflation, exchange rate etc but this is something we are trying to keep to a minimum for the upcoming season.

BTM.RFT

Is e-commerce sales still strong since most brands have been put a lot of effort in physical retail?
Physical retail stores are the cornerstone of snowboarding; they take care of our community, create the culture and share the love of snowboarding. We want to be their closest and best partners. All our efforts go towards our partners, not our ecomm.

After last winter and the lack of snow in Europe, what’s your overall sales and production/inventory strategy for 24/25?
We are optimistic about the 24/25 season; we will continue to operate our never out of stock strategy and are convinced that popularity on items like Supermatic will continue to generate interest in the brand and other products we have in the range. Remember we’re a +130 years old company, so our goal is the ultra long-term,we don’t take any extra inventory. It allows us to control our risk, our pricing and generate the demand for the next season.

BOOTS SPECIFIC

Will you be using any previously unseen materials (in outer shell, reinforcement, cushioning, support or grip) or construction methods? Any liner story or program you plan to highlight for 24/25?
We’re stoked to introduce our new KPU construction on the Rift APX. It’s a brand new shell construction that’s never been seen in the market before and brings durability, simplicity and consistent flex. We basically replaced the 3-4 parts in the lower section of the shell with just one injected piece of material. At the top of the boot line we’re also launching an upgraded Index. It still features a protective Storm Cover, but for W25 it’s made from a super strong engineered knit which perfectly wraps the outer and shelters your feet from any snow that collects on top of the boot. Then, we developed a feature called Custom Calf which allows you to fine-tune the shape of the top of the boot for narrower or wider calf shapes. It also allows increased stride length for splitboarding (or just walking from the car to the lift). In short, this unique platform has shot to popularity and this new iteration of Index is incredibly exciting.

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What lacing systems are your main focus in 24/25 and why? Where does BOA fit in your overall strategy and focus?
BOA is definitely key for us again this year. We truly believe this is the future of lacing in general. The Index is also back for W25 with our most advanced lacing feature, the Internal Heel Lock, which has been improved with the addition of cushioning pads on the harness and fine-tuned positioning.

Please tell us about the dominant visual themes or patterns you plan to use in next year’s boot line (materials as well as colours)? Any interesting artist collabs or partnerships you have lined up? Which other footwear sectors or fashion trends do you follow that influence the line?
There’s a ton of things going on visually this year. As mentioned, we’ve introduced KPU on the Rift APX and and engineered knit on the Index, which gives them a super distinct look. And we’re continually working to implement printed graphic details like our new Kita green, which features a wavy pattern on the tongue and midsole. Speaking of the Kita, we’re also launching a new pro-model edition: The Ejack Kita. Eric Jackson’s signature boot has got an awesome pattern that was directly inspired by a burnt tree he came across and photographed during a freeride session last winter. And a ton of camo with hi-vis hits, of course. We’re so stoked to be working with every snowboarder’s favourite snowboarder on this sick project. Also, as a footnote, this year’s colorways overall have been inspired by the coolest outdoor trends – which is why you’ll see more white models within the line.

Which part of your range are you investing in the most? Freestyle, freeride, all mountain, beginner…? Why?
We’re increasingly focused on our mid to high range. We want to create products that suit as large a rider spectrum as possible.

What developments are you seeing with regards to product pricing?
Again, we primarily target the mid to high range. Pricewise, the past two years have been challenging because there have been price increases at every stage of production, from material suppliers to the factory and shipment. But I’d say that the big wave has passed.

What are your top product marketing stories for next season?