Northwave Snowboard Boots 2024/25 Preview

Retail Buyers Guide: Snowboard Boots 2024/25 Retail Buyers Guide
Brand: Northwave
Interviewee: Davide Smania, Product & Marketing Manager

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?
We are developing a new generation of boots thanks to new team we established since more than a year ago. Market is not increasing, but for Northwave which started since 1991 as snowboard boot specialist brand there are great opportunities to gain market share, this is why we just renewed half of the boot collection. A brand new Decade is going to be available for FW24 season with a new double density EVA outsole and new upper with update closure systems with more sustainable materials.

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 moved the production to one big supplier which was already working for our bike shoes division also in order to move out of China and not have those important duties. Plus thanks to the new development we improved the cost management to keep the situation under control and on the construction side we are finding technical solutions to reduce the labor cost.

Is e-commerce sales still strong since most brands have been put a lot of effort in physical retail?
For us the e-commerce is more a way to serve our customers in those nations where we are not distributed. Traditional sales channel is so important to provide the right level of service and consultancy to consumers, we are selling technical products in the end.

After last winter and the lack of snow in Europe, what’s your overall sales and production/inventory strategy for 24/25?
We kept some carryover models in order to not force our partners to sell them at too discounted price, not changing just color details and keep same upper, products don’t have to be “too seasonal”, but have to provide something new.

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 are going to present a renewed collection with two new models. Decade in particular will come with a brand new outsole (double density EVA + rubber inserts with lower profile for a better feeling on the board) and new upper which is definitely more anatomic removing all the extra bulk. Also liners are totally renewed with new footbed made in sustainable breathable foam and pet recycled materials (Global Recycled Standard), with a recycled wool layer for extra insulation.

What lacing systems are your main focus in 24/25 and why? Where does BOA fit in your overall strategy and focus?
We are always proposing a speedlace of all models and the only laced boot is the Decade Pro developed with Ethan Morgan. We don’t have Boa system in our collection, but our wire closure system called Spin. We are proposing it in the entry level with a single mechanism, hybrid version (Speed lace + SPIN) on the mid-midhi range and Double Spin on the top of the collection.

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?
We are using HF on panels at different levels in order to provide more support where needed, obviously based on the model, type of riding and user experience.

Which part of your range are you investing in the most? Freestyle, freeride, all mountain, beginner…? Why?
New development is focused on mid-entry and mid-high segment. We don’t have basic cheap boots in the collection, the focus is on progression. All mountain in a full meaning, Decade for example can be used on pistes and freestyle, but if combined with a supportive binding is suitable also for carving and freeride. Big attention on panels and reinforcements in order to minimise the total volume of the boot and maximise the efficiency of the closure. In this way we removed all the extra weight making new generation of boots so light. Colour palette is the result of internal researches that our Creative team is doing in order to meet new trends from the outdoor world, as probably you know we also have the bike division really focused on All-mountain in different shades, from gravity, trail to freeride.

Price wise, which area of the market do you cater to?
We don’t have basic cheap boots in the collection, the focus is on progression and you need great affordable boots, so mid and mid-hi range

What developments are you seeing with regards to product pricing?
Investing in some tooling to reduce the labor cost involved in this complicated product. We use new injected components instead of several layers of materials. This make the whole boot also more performing and long lasting.

What are your top product marketing stories for next season?
We are bringing on the collaboration with Ethan Morgan because his riding style is so versatile, from street jibbing to freeride always in a awesome way, and so are our boots, Decade model in particular.

Key Products

Decade Hybrid:

The new Decade Hybrid presents itself 11% lighter, less bulky and incredibly easy to slip in and out of. The Speedlace which closes the lower part and locks the ankle will get any snowboard lover to never change system again. It runs smooth as butter. Not only that, but the Spin wire closure system is advanced with new technology making it very easy to tighten the upper part of the boot.

DECADE HYBRID_2

Decade PRO Ethan:

Our PRO team’s choice, the Decade PRO Ethan Morgan has become a legendary boot, keeping the old school vibes with its traditional lacing system but also keeping up to speed with new and improved technologies, like lace stopper for a Dual Zone closure and the power strap for customizing the closure at the best. Plus the new Stomper outsole will make you feel as light as a feather always providing a great cushioning and grip.

DECADE PRO ETHAN_2

Devine Hybrid:

This is the top boot in our women’s collection, she’s the twin of Decade Hybrid and she is contoured with many awesome technologies starting from the new and improved Sender Pro liner, and our grippy durable new Stomper outsole. Our new Spin and Speedlace systems will get you up the slopes in no time! And as for lightness, you’ll be ollieing huge because they’re 11% lighter than previous version!

DEVINE HYBRID_1