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Longboards are driving product sales across Europe in specialist skate stores, but they must be delivered along with expert advice. Nuno Fonseca is here to talk us through what is going on with Maui & Sons Longboards in 2015.

What is the average longboard consumer like in SS2015? Or are there different kinds of customers with different needs? 

There are two types of consumers, the old time skater who looks at the longboard as a means to go back to his favourite sport and the young rider who sees it as a cool transportation method. Both have a similar use for the boards.

What are the main material stories (wood, plastic etc) in longboard designs right now? Are we seeing more ’top shelf’ materials and finishes?

Canadian maple is always the accepted one, however Russian maple and North China maple are as good. We see some carbon boards for the more demanding rider, however  I don’t see it going mainstream. Raw truck finishing is preferred to tumbling silver and with inverted kingpin. In Downhills, the story is different, 9 or 11 layers are common including at least 2 finer glass layers, bigger ABEC 9 wheels are also taking direction.

What are the pricing ‘sweet spots’ for completes, decks, trucks, wheels?

We are targeting the 115 GBP or 139 Euro make, but we upgrade our completes with Xcaliber trucks, and we believe this is the sweet spot for our brand. Regarding Downhill, again we are going for 180 GBP/199 euro in order to be a good option for the beginner.

How has your longboard business developed in the past 12 months (rise,drop in %) and which European market has been strongest for you over the last 12 months and why? 

We have had a rise from last year in double digits, the trend is hitting Europe and our French and Baltic markets are very strong. I would say France is our strongest market and it has mostly to do with a good work done by our local distributor.

What is the difference between the US and European longboard market?

The US has 2 very different markets, there is the mass market that delivered boards to the beginner and the experienced rider market that is educated on the product and knows exactly what he is after. In Europe we do not have such a division, the mass market is not really into carrying lonboards and you will go to a sports chain to buy it, except in the UK and Italy where the market is very online driven.

What can retailers do to effectively sell longboards?

The overall trend is here, and the retailers that have employed longboard riders that can explain exactly the features of the product will have the edge. The longboard has to be treated like bicycle or a car, explaining the features is so important and most retailers know this.

Is the market splitting into performance/competition VS. lifestyle/fun?

Definitely, it’s all about the evolution of the rider: the beginner market has to be able to have a good product experience to evolve and to start looking to upgrade their product. Turning from one to the other is in my opinion when the rider starts using their boards everyday, when it’s as normal for them to carry it as it is to carry their phones. This is a Pro, the everyday user that will understand if they need tighter or softer bushings, higher or lower riser pads and which size wheel they prefer.