In Chain stores, Alpine Equipment experienced a slight decline in units-sold, but the significantly higher ASPs, which have persisted throughout the season, kept dollar-sales flat. Integrated Ski Systems, Carve Skis, and Fat Skis led the way in their category, while Recreation and Sport Performance boots captured the most growth in the Boot category. This is a clear sign that beginners are heading to Chain stores for their equipment.
Snowboard equipment sales at Chain stores fared slightly better, with unit sales dropping, but dollars increasing by 4%. Freestyle and All Mountain Boards showed improvements in sales while Freeride Boards dropped. Apparel prices are also rising at Chain stores, with an 11% drop in unit sales, but a 5% gain in dollars. Soft Shell parkas were the driving force behind apparel sales, while insulated parkas did not fare as well as they did at Specialty.
February was a tough month for equipment sales at Specialty retailers, but apparel sales especially soft shells, managed to pull sales up from the 2% drop reported last month. Sales managed to stay relatively flat for the season-to-date through February at Specialty retail. The biggest surprises for the season-to-date are the drop-off in Telemark Equipment as well as Snowboard Equipment and Apparel sales.
February did show several bright spots, even for the retailers who are heavily invested in equipment. Twin Tip Ski sales continue to perform exceptionally well, with a 26% increase in dollars sold, and a 34% increase in units sold. Likewise, Carve Skis saw a strong double digit sales increase, although this number is likely skewed by the change in the definition of a Carve Ski.
Alpine apparel sales were again driven by softshell jackets and insulated tops, which both showed solid double-digit increases. The surprise in the apparel category was the resurgence of vest sales, which have jumped 44% for the season. Total apparel sales increased 2% in units and 5% in dollars for the season.
Snowboard apparel sales dropped 10% in units and dollars with double-digit declines in nearly every category except carryover, which jumped 34% in dollars-sold. With the late blast of snow in the Pacific Northwest where there is a heavy concentration of snowboarders we could be seeing a recovery in this category before the final retail audits are published.
February snowboard equipment sales actually picked up, but not enough to make up for the mildest winter the Pacific Northwest has experienced in 70 years. For the month of February retailers were showing not only better sales, but also better margins. Snowboard equipment sales were up 20% in units and 24% in dollars while Snowboard sales increased 15% in units and 25% in dollars.
