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TransWorld Business Catches up with SIA’s Kelly Davis for the ’11/12 Snowboard Season Sales #SIAdata


By: Mike Lewis
TransWorld Business
June 11, 2012

While most of us are ready to put a fork in the ’11/12 snowboard season, we felt it was time to take a look back at how sales stats looked as we crossed the finish line. We caught up with SIA Director of Research Kelly Davis for an in-depth look at this year’s tallies.

“Overall, snowboard equipment sales (carryover not included) were down 4% in units and down 1% in dollars sold as retailers kept prices and margins healthy despite the warm weather and lack of snow in many regions this season,” explains Davis of a season, that could have been much worse.  “In fact, the late season snow out west helped snowboard sales and participation significantly.  Remember that one in five snowboarders lives in California.”

The reverse camber trend definitely continued to drive sales as well. According to Davis, “reverse camber snowboards made up 290,000 of the 395,000 boards sold this season.  Unit sales of reverse camber boards were up 12% while normal camber board sales were down 23% in units.  In fact, average retail prices for equipment increased 3% overall in snowboard equipment but margins fell about 3%—not bad relative to some categories in the market this season.”

But as we all know, things were far from rosy for most, especially on the outerwear front. Here’s an in-depth look at this year’s sales, margins, inventory levels, and regional breakdowns as well as analysis of the trends:

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