Late business boosts the success of Cold As Ice, Inc. in their continuing effort to pioneer new ground for women's snowboard apparel. The company found itself happily asking, “who turned on the snowboarding faucet again”? After several quarters of the sport being low-profile, the image of snowboarding is picking up once again.
Sizeable late retail orders and media interest are the telltale signs of it's strong re-bound. “We've experienced a healthy increase in our order book this spring and summer”, stated Hether Gibby, customer service director for Cold As Ice. “We don't know what to attribute it to, but we're thrilled our relationships with our factories allow us to respond to these additional orders after production is finalized”.
Supporting the label is a healthy roster of specialty accounts. “We've experienced major shrinkage in venues able to address the female rider, says Preston Lee, CFO for CAI Brands. “We're glad to see our solid retailers committed to the category and the service level it entails”. Leading the charge this season are a huge host of women and teen magazines, including Lucky and Vogue. “For the female market, the women's mags are still where it's at – it's what they read and who sets the fashion pace for the majority of the country”, states Darcy Post, CEO for CAI Brands.
To enhance the support from our retailers, Cold As Ice has boosted it's product offering and honed it's focus for the female rider. “Scaling back on our product mix fits our company model. We keep our overhead low and flexible, but we spare no expense when it comes to the product itself”, said Post. “We choose the right fabrications, coatings and trims for our flavor of customer and price it where they can afford it – or better said, we design and price a garment so they want to buy it.
Cold As Ice has a fit and look for every girl rider – boys often ask for the garments tailored to meet their riding needs, but there are no plans for future male oriented lines. A lot of shops look to Cold As Ice for flavor or have a certain hole pegged just for Cold As Ice – until they see the full range. “A lot of companies have added girl's lines over the years, but you just don't see the commitment from them for an on-going category. We don't do it because it's a trend. It's what we've been doing forever and this year we celebrate our tenth, 10th, season”. This winter sees Cold As Ice stronger than ever.