Hardgoods 24/25

[C.Fuzzy]

Have heard no more NOW bindings next year

How dare you make my heart drop like that!

[C.Fuzzy]

Craven is actually listed on the NOW team page, which’s brings up all of their riders not on YES., and who I don’t see jumping ship from their current board sponsors, like Fridge (although Lobster is under the same umbrella) or Bilodeau.

Does create a sort of confusion that having separate board/binding branding doesn't. Perhaps the Nidecker conglomerate is getting big enough that (in a Burton-esc way) their riders will have to make the choice of being all in or out.

[benjinyc]

I was a big Yes fan, not sure what happened..their boards are all over the place now

[Vanni]

They have an hard time to keep up with all the brands they have (Nidecker, Flow, Jones, Now, Yes, then Rome, Bataleon, Lobster, Switchback... did I forget anything?)

So, with less brands is easier to remember what they own

(I think Now shouldn't disappear and be included in YES, but I'm not in to marketing)

[C.Fuzzy]

They have an hard time to keep up with all the brands they have (Nidecker, Flow, Jones, Now, Yes, then Rome, Bataleon, Lobster, Switchback... did I forget anything?)

So, with less brands is easier to remember what they own

(I think Now shouldn't disappear and be included in YES, but I'm not in to marketing)

It's very difficult to know the reasoning without being privy to the sales data and internal conversations.

Just to begin to speculate....It could be that the Jones (Now) version is having more sell though than Now and so they're thinking of duplicating that....

Or, it could be that Yes is strong and they want to tie in binding to a strong brand, ....

Or maybe conversely, Yes is having weak sales and they think adding a strong binding will bolster it....

Or, maybe it's an accounting thing....Or, who knows.

[pow_hnd]

I could see it easily, folding NOW into Yes.

As a former industry person, this actually makes a lot of sense.

NOW came out of the gate hot, then fizzled pretty hard due to their lackluster ratchets/straps/ladders.

So, integrating the brand into Yes, where there’s a lot more dealers that already exist, and now with a much better overall product would definitely be a boost.

Haven’t a clue, but I’d bet, as someone else mentioned, that most likely Nidecker saw how well the sales of the Jones bindings have done due to brand affiliation and want to try to recreate that magic.

Be interesting to see what really shakes out.

[jota]

Also speculating, this union could be, in addition to increasing sales, a leverage to increase prices and benefits.. perhaps..

[benjinyc]

merging them into Yes means they can eliminate their marketing department/costs? there's so much overlap between the two as is.

[SprockingCrail]

Yes, Now and Lobster will all be under the YES name for 24-25

[C.Fuzzy]

Yes, Now and Lobster will all be under the YES name for 24-25

So then is Lobster dropping the triple base tech?

Please puhleese say Yes isn't adding it.