YOUR 20-2 1 RANGE HIT THE SHOPS RECENTLY. CAN YOU TAKE US THROUGH THE DEVELOPMENT CYCLE FOR YOUR PRODUCTS?
Our traditional process is to work from a range plan, where we look at key new ideas that we have, along with market trends, and see which products we can offer to service these. We also look at key new products that we could introduce, and the status of long-term projects, as bigger developments can take quite a few years of refinement before being added to the range. Depending on each designer’s specialization, or if there is something they are passionate about and want to champion, the new projects are designated between each designer. From there we review progress often, as a design team, and every three months we will update and review with the whole company.
This year Mark Pattison focused on two key new kites, the Lift and Session. They are both completely new models that have been received incredibly well so far. The range of surf directionals has been transformed, and I developed a full new range of surf shapes, including a completely fresh Cypher and Mini Monster Convert. After joining our design team just over a year ago, Dave Kay has developed three key twintips, and we release the new Apex line, along with a few key foil boards, as his first board range with us.
It has been an exciting year with some significant challenges along with many key new products, so we look forward to
