Antti For NDK / A+

Posted: 25 November 2009 08:29 AM

Another pro snowboarder getting back to grass roots and doing his own thing with a board company, any thoughts on how Antti’s board brand, A+, would go and fit into and ever so growing board brand list? Personally I hope it goes well, I like the fact that he’s getting involved in the whole process of his boards and has full control….. and the Nidecker facilities and knowledge to use.

Posted: 25 November 2009 11:44 AM

Good thread!

I didn’t realise they were calling Antti’s brand A+... kind of works I guess.

Turns out that Antti will only be selling his brand through his website Antti’s World. I’ve heard mixed opinions on the concept, some people love it, but others are less enthusiastic. One thing I really like about Nideckers aproach to brand management is how they’re releasing brands in partnership with the big riders, what looks like a profit share… the riders get out what they put in… perfect and surely the right direction for snowboard companies!

Respect to Nidecker for pushing the industry in the right direction.

Posted: 25 November 2009 12:04 PM

Yeh it’s a great project for sure, YES, A+ and now Jones Snowboards….. it’s catching on. As long as the boards perform to go along with their name/reputation as a pro snowboarder they should do well. Maybe YES will stand out as they pretty much have the Un-Inc team, Autti might find it hard to reach global attention if he keeps it solo….. From something I read, they standard boards will be in-stores and released at the SIA in denver, just the Collaboration ones will be on website only. Could be an interesting time for snowboarding in the next few years if it catches on.

Posted: 27 November 2009 08:52 PM

Interesting… so they’re selling the desirable boards on the website and leaving the standard boards with retailers…hmmm… I can’t see retailers thanking Nidecker for that… I think it’d probably work better the other way, where the disirable stores with a scene around them get a limited supply.. creating a buzz.

Posted: 28 November 2009 10:46 PM

Yeh true call for sure. I think things could change after their release at SIA in Jan, they get a good indication from buyers and the public. Selling online will be a lot harder too, shipping all over the world to individuals…. that’s alot work, they’d be better off letting the stores do it all. Plus I wouldn’t buy a board online with out seeing for real, especially when they are new brand.

Posted: 29 November 2009 06:57 PM

Damn good point! I’ve bought boards on the internet before but not without checking them out in a shop first… I don’t think it’s a fantastic idea. I guess the issue is that shops won’t want to take 5 Nidecker brands what with YES., Jones, Nidecker and NDK. I guess the proof is in the pudding.

Posted: 29 November 2009 10:28 PM

Yeh good point, if a shop goes with all brands it’s alot a wall space that’s for sure. In our region/area Nidecker isn’t in what I would class in the “Core” stores, more so the shops that target the budget buying people of 1st time purchasers who arn’t really caught up or educated enough the hype or tech of the Burtons, Nitros, K2 etc. YES has fitted into Core stores, mainly with the fact of the high hitting team. Will be different for different areas I suppose. With A+, i think if the collaboration board with artist and musicians will work ok from the web site, as long as its very limited numbers in which it would be to hard to offer to store accounts .... unless they select a few store to run them, but others stores won’t be keen on that. Depending on the numbers they run off and the artists and musicians they use, it might attract a customer who doesn’t even want to ride the board, just a fan or collector looking to fill his own wall space. It’s all very interesting that’s for sure.