MARKET INSIGHT UK GERMANY ITALY SWISS PORTUGAL SPAIN FRANCE
Before writing these I always go back and look at the last article just to remind myself what I was going on about 2 or 3 months ago. I was actually really surprised by how upbeat it was – it seemed as if everything in the garden was rosy and there were many positive, happy customers.
Sadly this time round it is not so positive – but it’s also not so bad. The ‘covid bounce’ has not (yet) hit wintersports. The season has started late in the UK (although we are traditionally earlier than the rest of Europe) and this is causing some concern. That said at the end of October we (Ultra Sport) went from “static to panic” in a few days – suddenly everyone wanted stock … the market had finally started. But was it just a flourish? From our perspective we had stock that had been gathering dust on the shelves for 12 months and it was a relief to see the wood (of the shelf) for the stock. Retailers were calling in their first drops and then, a week or so later, they were calling in 2nd and 3rd drops ahead of schedule. This was surely a time to be optimistic. Chris from Snowfit was hard to get hold of: “Been boot fitting all day long just like it was pre-Covid.” Sounds good to me! “And talking to the Tirol Tourist board they are really optimistic and anticipating seeing UK snowsports enthusiasts back in force.” So are we back to normal? Jeremy from TSA – “We are as close to getting back to normal as we can be apart from supplies – that’s the biggest issue. Bloody nightmare!” So is it really that good? On all fronts? “Boots are manic, boards are slow but I think that’s to be expected – people are going to hold off on that purchase until 2 weeks before their holiday – they want to KNOW that they REALLY are going on holiday.” And the shift to online continues? “Yeah – more than ever and it’s completely understandable but we’re also confident that instore will get back to normal eventually.” Overall Jeremy was: “As positive as I can be given the situation we’re in. Stock and staff are the biggest issues. And looking back at 2021 I am actually pretty pleased with how we’ve done considering people could not get to the snow. Certainly not as bad as I thought it was going to be.” Matt from Absolute was similarly positive: “I cannot really complain because our business has a broad base but if we were just a boardsports store then I would be complaining. On the board front we have had a terrible summer but then I’m comparing that to 2020 when we had a great summer … and those guys who bought in 2020 still have their brand new kit – unused.” So how do you see this winter panning out? “It’s starting – the last 6 weeks have seen something shift and things are starting to move. There’s no doubt about it that the season is later and we can all understand why that is. I’m certain that the enthusiasts will get to the snow this year but the ‘holidaymakers’ – like my Mum and Dad, the casual wintersports enthusiasts, the family groups and the schools – they’ll be missing. They are not going to take the ‘risk’ and they’ll stay away. This does of course mean that the
following season could be a bumper one but that presents me with other issues.” So what is your biggest concern for the future? “That’s it – the future – how on earth do I plan my buy-in for next year? How do I set my budgets? Who knows what the future will bring for our boardsports and how do we buy for that? If I can get to the end of this season with empty shelves then I’ll be happy enough – but then that makes me think that we will also be missing out on some turnover because our suppliers certainly don’t have the stock.” I feel for Matt as I do for all buyers and this issue goes right down the line from retailer to distributor to brand to factory – it’s always been a guessing game but it is usually based on some historical stability and covid has stripped that away. It’s going to be an interesting time over the coming buying season. Watersports has generally had a great year – for all the reasons we know about and Charlie from King of Watersports was happy enough: “2021 has been a good year but logistically very challenging That aside the bottom line is that the figures tell their own story and it’s a positive result.” How about the start to winter? (Remember that KOW is primarily a watersports business). “Last year we had an exceptional start to winter with covid and staycation so 2021 looks slow when compared to that - but if we look back at 2019 it is on a par – so perhaps we are getting back to normality.” Charlie is looking forward to the return to normality but also anticipates a couple of issues. “Logistics issues are going to continue – Brexit has really not made it easy for us to service European customers – I also feel that the future will bring excess stock in SUP, Kite and Wingfoil and, whilst I hope I am wrong, I cannot see the growth we have experienced in the past couple of years continuing”. He’s right. We are all anticipating the end of the covid-bounce in watersports to come to a halt – but when? Boardwise are in to both water and snow: “We’ve had another busy year on the waterfront although supplies are all over the place.” This is Doug, “winter has, understandably, been a slow start but it’s steadily increasing and customers are hoovering up deals. Full price kit is really slow. Winter wetsuits sales are great but being held back by supply issues” Looking forward Doug is optimistic. “All being well the new outdoor sports people are going to stay with us, continue to use their new toys and not revert back to watching football and wandering round shopping malls. I just hope that a tidal wave of nearly-new kit does not appear on eBay.” 2021 will be remembered for many of the wrong reasons but as an industry we can look back and consider we did not do as badly as we perhaps first thought. Sure, snowboarding has stopped – but it was only the pause button and we’re starting to move forward albeit in slow motion. But skate, surf, SUP, kite, foil, wakeboard – they have all done really well and flourished under this covid cloud. So, it’s a mixed bag out there but generally I think we can say that our industry has come through covid (I know it’s not over) pretty well – we’re not unscathed by any stretch but we are here to fight another day. GORDON WAY 67
