The boardsports industry has been through
a time of change and upheaval since the
global financial crisis coincided with brands
realizing the volume of product they had been
manufacturing was far too large.
Since then it has been sink or swim, and
Rip Curl are a brand who has come out with
their head well above water. For this issue
of SOURCE, Rip Curl’s European CEO Wilco
Prins tells us how the company has thinned
its product lines by 50% and has executed
a strategy, segmenting their lines to fit their
consumer with a high amount of technical
innovation, guaranteed quality and with the
stories being told by some of the finest athletes
in their field. Resulting in a solid bottom line
and setting a fine example.
As reported in our SS16 trend reports, brands
in general are vying for a more technical and/
or premium approach to the market for 2016,
meaning new products feature technical
aspects to justify their price tag.
Whereas before a consumer would buy all their
