Accessories sales lead a solid year of growth for winter-sports retailers

By Published On: June 5th, 2006Comments Off on Accessories sales lead a solid year of growth for winter-sports retailers

Accessories sales lead a solid year of growth for winter-sports retailers{mosimage}Overall sales for the entire winter-sport market (including specialty and chain stores) were up 4 percent in dollars to $2.3 billion for the August 2005 through March 2006 period, according to the SnowSports Industries America Retail Audit, conducted by Leisure Trends Group.  

Contributing to the banner year in sales were apparel and equipment accessories.  Accessories sales led the charge, generating more dollars than equipment in product sold with an end-of-the season tally of $779 million.   
 
The overall accessories category experienced growth in several product areas this past season. Gloves, mitts, winter boots and neck gaiters all had double-digit dollar gains. Snowshoes experienced a 40 percent increase in units sold, while helmet sales increased another 14 percent in units. Peer pressure now says you are dumb not to have a helmet, but are the adults listening?

High-quality optics won this season. While units remained roughly even, dollar sales for goggles and sunglasses advanced 11 percent and 15 percent, respectively.
 
Tag Kleiner, marketing director at Smith Optics, offered his perspective on solid sales for the season: “We had a banner year last season and we think it’s due to a couple key factors. First, except for a couple pockets, it was a great snow year across the country, and that always helps sales across the board. Second, product innovation and technology introductions really helped drive our business. Product colorways and graphic treatments were also a big key to our success last season and we know we need to continue pushing the envelope.”
 
In the August to March selling season, specialty retailers sold a total of $600.1 million in both equipment and apparel accessories, ending the season up 7 percent in dollars over last season. The apparel accessories category increased sales 4 percent over last year, totaling $329.9 million by the end of this season. Winter boots (up 12 percent), gloves (up 18 percent), mitts (up 14 percent), base layer (up 3 percent) and neck gaiters (up 16 percent) contributed to this dollar increase. 
 
Equipment accessories increased 10 percent with dollar gains from goggles (up 9 percent), sunglasses (up 18 percent), snowshoes (up 14 percent), helmets (up 16 percent), technical day packs (up 35 percent), luggage (up 12 percent), wax (up 5 percent) and snowboard accessories (up 13 percent).  
 
“Three areas that helped out our accessory departments were gloves, footbeds for boots and helmets,” said Joe Rauscher, owner of Joe’s Ski Shop in St. Paul, Minn. “We were able to pick up more gloves at longer margin and capture more sales. In our hardgoods division, customer insoles were hot. We recommended to our customers heading out West to have new custom insoles made for their boots. Our largest growth area this past season was in helmets, not as a hardgoods accessory, but as a clothing accessory. Most people own one pair of boots or skis but they own multiple outfits. More and more customers are buying a second helmet to match a specific jacket they own. Lightweight, vented, protection and now styling, that’s what sells helmets.”
 
In chain stores, the entire accessories category grew 12 percent this season over last. Apparel accessories brought in $116.0 million in sales thus far this season, a 13 percent increase over last season. Winter boots (up 12 percent), gloves (up 8 percent), mitts (up 4 percent), base layer (up 12 percent) and headwear (up 4 percent), specifically, saw category dollar inclines. 
 
Equipment accessories brought in $62.9 million in sales this season, an 11 percent increase over last season. Goggles (up 20 percent), sunglasses (up 8 percent), auto racks (up 11 percent), luggage (up 13 percent), wax (up 32 percent) and snowboard accessories (up 13 percent) managed to have dollar boosts.

— SIA

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About the Author: Pete Rugh