Boeri is repositioning itself as a higher-end specialty & boutique shop helmet brand with slightly higher price points and more of a “designer” feel to the product. With this repositioning, Boeri has introduced a fashion influence into its 2005/06 helmet line with the introduction of the premium-priced VIP Collection. The VIP Collection provides a high-end appeal with two new models bejeweled with Swarovski crystals on the front brim of the shell and two models with leopard-print linings. Outfit for luxury, the new Swarovski and Leopard helmets emphasize comfort and sex appeal while offering certified protection on the hill.
Jeff Revreby, President of the new North American subsidiary, Boeri USA, said that he is refocusing distribution on the specialty retailers and is “no longer pursuing” large national chains. Ravreby also said that under the companys new distribution arrangement, Boeri shipped all orders on-time and in full for the first time in company history.
Last year, the SnowSports industry saw a glut of new-comers to the helmet category, and this year the numbers seem to have thinned out somewhat. There is still am abundance of competitive pressure coming out of the larger multi-product hardgoods manufacturers. Companies with solid sourcing structures in multiple categories and established brands like K2, Burton, and Marker, are putting pressure on helmet-only companies like Boeri and Giro. So far, both of these brands seem to be holding up under the pressure, and in some cases expanding their reach.
The electronics fad is taking the helmet market by storm, and there doesnt seem to be a single brand on the floor that doesnt have an integrated music system in their protective headwear. Some companies on the floor are quite cautious about the possibility of a lawsuit, but others are of the opinion that if it hasnt happened yet, it probably wont.