Snowshepherd: Building a Premium Ski Glove Brand and Expanding Into Outerwear and Global Markets
Snowshepherd has established itself in the UK winter sports market as a leading ski glove retailer and a premium leather ski glove manufacturer. Snow Shepherd talks about how they started, their expansion into outerwear and their distribution in Europe and beyond.
Please tell us the story behind the launch of Snowshepherd and what motivated you to create the brand?
In 2009, Tim Shepherd founded Snowshepherd, specialising in avalanche rescue equipment and airbags and providing off piste courses in Chamonix. In 2011, Brandon Shepherd began leading the company. The inspiration behind Snowshepherd was simple; create gear that could keep up with their demanding lifestyles in the mountains.
Frustrated with the lack of durable, warm gloves, Brandon discovered French Work gloves used by locals, ski guides, and resort workers. Starting with a small stock, the original Classic model sold out quickly, leading Snowshepherd to become the primary ski glove retailer in the UK and a significant premium leather ski glove manufacturer.
All Snowshepherd products are crafted in Pakistan, where its operations are fuelled by solar energy and handmade by master craftsmen. The operation supplies clean drinking water to its locals and education to its staff and families, enabling us to deliver premium quality products, empower a community and remain ethical.
Founded from a place of true passion for the mountains and the desire to create high-quality, durable gear that could serve both professional and recreational users in the harshest winter environments.
What is Snowshepherd’s USP?
Snowshepherd’s unique selling proposition lies in providing highly durable, high-performance gloves and outerwear tailored for the ski, snowboarding, winter sports communities, designed by riders for riders. Their focus is on hand-made premium leather gloves that offer maximum protection, durability, and comfort, catering to both amateurs and professionals who demand the best for extreme environments. Their blend of craftsmanship, quality materials and technical performance sets them apart.
What core values does Snowshepherd prioritise?
Snowshepherd prioritises quality, durability, and performance, ensuring that every product delivers in demanding conditions. They emphasise sustainability by using ethically sourced materials and prioritising longevity to minimise waste. Community is another key value, as they focus on understanding and responding to the needs of winter sports enthusiasts and professionals. Choosing to be a leader and not a sheep, when providing businesses and organisations with custom quality products designed to stand out and perform.
What milestones have been significant in the brand’s journey so far?
Some of the significant milestones include the introduction of our flagship leather ski gloves, which quickly became a favourite among professional free riders and ski patrol teams. Another key milestone was expanding the product line to include Lotus 2.0 Outerwear which has recently won most innovative outerwear in 2024 with the waterproof and breathability specs to back it up.
What is currently your best-selling product and why
The best-selling product is Snowshepherd’s guide pro gloves and mittens. These winter gloves have become incredibly popular due to their unbeatable combination of durability, comfort, warmth and protection, ideal for demanding conditions. They have also garnered a reputation for offering great value for the money, often preferred by instructors and industry professionals for their longevity.
What were the major trends in the glove market last season?
There was a noticeable shift towards durability and providing high quality products that last. Customers are fed up with products that don’t stand the test of time. Along with a focus on products that promote greater sustainable aspects. Creating products from ethically sourced leather and manufacturing practices that elevate its community.
Do you have any new products set for release this year?
Yes, we have now launched the Lotus 2.0 Outerwear Jackets and Bibs in a variety of colours along with the Sherpa FreeridePro 28L Rucksacks and a new collection of Ram and Racka Racing Gloves and Park and Touring Glove models for inter seasonal use.
Please tell us about your distribution set up in Europe?
Snowshepherd has a strong distribution network globally serving UK, USA and NZ businesses and recently partnered with Synaptic Sports serving France and Mainland Europe. As seasoned professionals in the winter sports industry, they understand the specific demands of professionals – from ski instructors to mountain rescue teams and mountain communities. This expertise drives our distribution approach ensuring that Snowshepherd’s high-performance products are the trusted choice of those industry professionals.
Our distribution network spans specialty sports retailers and online platforms, allowing for swift and seamless delivery. We collaborate closely with key partners in several European countries to provide customised solutions for larger orders, ensuring that both wholesalers and direct customers receive the tailored support they need. This setup ensures that winter sports professionals can access the durable, functional gear they can rely on, no matter the demands of their environment.
