New O'Neill Snow team embraces inclusion

The new O'Neill Snow team is targeting snowboarding and more with a new approach for the U.S. We talk to the President of White Wave, which has the snow license, and his team.

Published: May 13, 2013

O'Neill Snow North America: President Len Marcovitch

I caught up with the O’Neill Snow team at SIA and found out about some of the changes that have occurred since White Wave acquired the O’Neill Snow license in the U.S. two years ago.

The Jeremy Jones Collection

Previously, the wetsuit company in Santa Cruz handled O’Neill Snow in the U.S. while White Wave, based in Montreal, ran O’Neill Snow in Canada. White Wave also has the license for O’Neill Sportswear in Canada.

Since White Wave has taken on O’Neill Snow, the company has experienced substantial growth.

In 2011, sales grew 300%, said President Len Marcovitch.

The company has also benefitted because it now uses the global snow product line, which has lead to a larger offering and better price points.

O’Neill Snow in North America is now working very closely with its European counterparts, said Juliet Korver, product and marketing manager.

The transition to running O’Neill Snow in the U.S. has gone smoothly, and White Wave uses some O’Neill sportswear reps to sell the line in the U.S.

O’Neill outerwear is a smaller player to begin with, Len said, and its new strategy is to be inclusive. It is embracing outdoor and free skiing in addition to snowboarding with the goal of becoming an overall snow sports brand.

Distribution ranges from mom and pops in New England to larger players like REI, and the goal is to grow all over the country.

The O’Riginals Collection which celebrates O’Neill’s 60th anniversary

While the brand is seeing growth in the U.S., the team said O’Neill Snow is also still expanding in Canada.

Some new items for the coming season include a sustainable Jeremy Jones signature line, a collection that celebrates the 60th anniversary of O’Neill called The O’riginals, and a Seb Toots signature collection.

I asked the O’Neill Snow team the same question I asked every brand at SIA – what are they hearing from retailers during this tough snow season?

“They tell us they’ve had a good season with the brand,” Len said. “Our company is planning substantial growth both with new dealers and with current dealers who are placing larger orders. … We’re very upbeat.”