Core Stores: Our Retailers’ Reactions to NuWave
Where would surfing be without the humble surf shop? For the last seventy-plus years surf shops have been the primary source not only of specialist equipment such as surfboards and wetsuits, but of specialist knowledge and advice that they dispense for free alongside their physical wares. The core surf stores, founded and staffed by surfers in service to surfers and surfers-to-be, are cornerstones of our sport and culture. If you want to get a wetsuit that fits and functions well, by trying a few on, you head to a surf shop. Need a block of Sex Wax on the way to the waves? Surf shop. After some advice on a new surfboard or how the local breaks works on this wind? Surf shop.
At C-Skins we are proud of our long-standing relationships with surf shops around the world. Having developed the NuWave range of natural rubber wetsuits and tested them with our team riders we knew that we had a great product, but the next moment of truth was sharing the news and the sample wetsuits with our network of retailers. As the point-of-purchase connection to our customers, did they share our belief that the move towards natural rubber is not only necessary, but what surfers are calling for? After all, need and desires do not always go hand in hand when it comes to people’s purchasing decisions.
Last autumn, we took our range of natural rubber wetsuits on the road to show them to the surf shops that we supply around the UK and Ireland. Their reaction was better than we could have hoped for and NuWave natural rubber wetsuits will be available to try on and buy in most of our retailers. We caught up with the owners and buyers from the retailers who will be stocking the full range of NuWave wetsuits this spring, to find out why they’re onboard.