#YES Snowboards, established in 2008 in partnership with the Nidecker Group, will become a standalone company as it transitions to majority ownership of its co-founders, Romain De Marchi and JP Solberg.
The changeover is expected to take place in April 2026.
Co-founder David Carrier Porcheron (DCP) will continue to represent #YES as an ambassador.
#YES was created by professional snowboarders Solberg, de Marchi and Porcheron. In 2024, it merged with Lobster, founded by Eiki and Halldór Helgason, and NOW Bindings, founded by JF Pelchat, in a “strategic move that expanded the brand’s reach, broadened its product line and reinforced its rider-driven ethos.” The Helgason brothers and Geiri Höskuldsson played a central role in rebuilding the team and product direction, helping bring #YES to its current position.
The Nidecker Group will continue to operate #YES for the 2025/26 season, providing full support to shops, distributors and partners. This winter, the company said in a media release that it will release two films and roll out a new marketing program “to ensure strong presence and visibility in the marketplace.” Beginning with the 2026/27 season, #YES will take full control of its operations, including managing pre-books.
“#YES is the first brand we started with riders, and it set the foundation for what has become the Nidecker Group, a family of rider-driven brands built on the same spirit of collaboration and innovation,” said Henry Nidecker, CEO of the Nidecker Group. “We are proud of the role the Nidecker Group has played in helping the brand grow, and we thank the founders for trusting us throughout all these years. This next chapter enables them to carry forward their vision, and we fully support them through the transition and into the future.”
“#YES was built on friendship, creativity and the belief that snowboarding should always be rider-driven,” said Solberg, de Marchi, and Porcheron. “We thank the Nidecker Group for all those years of support and partnership. This transition gives us the opportunity to shape the brand’s future and keep building on that original spirit.”
While the direction is set, the company said the “details of the next phase will be shared in due course, and further updates from the founders will be shared later in the season.”
Image courtesy #YES Snowboards
